Free Online Course Management of Fashion and Luxury Companies

SUMMARY
👨‍💼 Sponsor: Università Bocconi
📚 Field: Company Management
🌐 Host: Coursera
🎓 Mode: Online
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About this Course

Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts.

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Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.

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SEE ALSO: Free Online Course Brand Management: Aligning Business, Brand and Behaviour

Syllabus – What you will learn from this course

  1. What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
  2. The Evolution of Business Models: From Designers to Fast Fashion Retailers
  3. Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
  4. Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
  5. Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
  6. Final Test

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