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ISMAT 24158

Fashion Marketing and Communication Strategies

Fashion and Textile Design and Production
  • ApresentaçãoPresentation
    The **Fashion Communication and Marketing Strategy** course aims to equip students with the understanding and ability to apply the strategic role of Marketing and Communication in the dynamic and globalized fashion industry. This course seeks to develop a critical and innovative approach to how fashion brands should manage their marketing mix and communication strategy, taking into account emerging trends, sustainability, and digital transformation.  
  • ProgramaProgramme
    Strategic Marketing Planning for Fashion Brands • Brand Segmentation and Positioning in Fashion • 4P, 7P and 8Ps in the fashion marketing • Digital Presence in Fashion  • Customer Journey in Fashion Retail • Strategic communication for fashion brands • Relationship with influencers and fashion press • Leveraging Artificial Intelligence in Fashion Marketing
  • ObjectivosObjectives
    By the end of this course, students are expected to have acquired the necessary skills to:   - Critically analyze the marketing policies and strategies of a fashion brand, identifying opportunities and challenges within the competitive environment. - Develop accurate and strategic diagnoses, establishing clear objectives aligned with market trends and the demands of contemporary consumers. - Create strategic communication plans that integrate new media, artificial intelligence, and sustainable practices, enhancing the brand's presence and relevance in the global market. - Demonstrate innovative capabilities in the creation and implementation of strategies that reflect the brand’s identity and values, promoting its differentiation in the fashion sector.
  • BibliografiaBibliography
    Henninger, C. E., Alevizou, P. J., Goworek, H., & Ryding, D. (Eds.). (2017). Sustainability in fashion: A cradle to upcycle approach. Springer. • Singh, S. (2020). Luxury and Fashion Marketing: The Global Perspective. Routledge. • TUNGATE, Mark, Fashion Brands, Branding Style from Armani to Zara, 2008, 2a. Edição, Kogan Page, 272p. • POSNER, Harriet. Marketing fashion: Strategy, Branding and Promotion. London: Laurence King, 2024, third edition.  • Knox, J. (2019). Ethical Fashion. The Rosen Publishing Group, Inc. •KOTLER, Philip, ARMSTRONG, Gary (2021), Principles of Marketing, 18ª edição, Pearson. • GAIMSTER, Julia (2014), Visual Merchandising: The image of selling, 2ª edição, Bloomsbury Visual Arts. • MCDOWELL, Erin (2020), Social Media in Fashion Marketing, 1ª edição, Bloomsbury • GUTHRIE, Sarah, KIM, Jooyoung (2022), Artificial Intelligence in Marketing: Innovations, Strategies and Applications, Routledge
  • MetodologiaMethodology
    The chosen methodologies are consistent with the intended learning outcomes, as they simultaneously promote theoretical understanding and practical experimentation in fashion communication and marketing. The development of individual projects fosters the affirmation of each student’s creative identity, while the group case study enhances collaborative learning and the ability to critically analyse real-world scenarios. The combination of expository sessions, project-based practice, and pedagogical guidance ensures a progressive and coherent acquisition of the intended competences.      
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    4
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não