ISMAT 24158

Fashion Marketing and Communication Strategies

• 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 • 4Ps 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 • Visual Merchandising in Fashion Retail
• 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, 2011. 224 p. ISBN 9781856697231 • 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, BloomsburyVisual 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

  Classes will be conducted in a blended theoretical-pratical environment, with ongoing guidance and supervision for the practical project to be developed throughout the semester.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  4
• NaturezaNature

  Mandatory
• EstágioInternship

  Não