奢侈品品牌管理与市场营销

LUXURY BRAND MANAGEMENT & MARKETING

研究生阶段

高级在职进修周末班

二十周 (两学期)

 

核心科目

第1学期

  • 时尚产品管理
  • 时尚系统
  • 策略性奢侈品品牌管理
  • 当代时尚

 

第2学期

  • 时尚广告
  • 时尚商务发展
  • 时尚公关关系
  • 数字营销

学习时尚和奢侈品的品牌发展与市场营销
奢侈品品牌管理与市场营销课程旨在发展学员在该专业领域的工作智能。学员将从课程初期的品牌管理原则和实践方式,及其在时尚和奢侈品行业的应用着手学习。随之深入探索品牌的经济管理、生产及全渠道等方方面面的情况。时尚品牌经理的岗位越来越受国际时尚公司的追捧,因为他们能提出创造性的解决方案,从而加强品牌表现。时尚品牌经理需要决定展览风格、价格范围、目标和市场基准,检查新产品发展,与奢侈品时尚的设计、生产、市场营销部门合作规划宣传和销售渠道。在核实了新产品之后,品牌经理要计划关于设计、产品和在奢侈品时尚方面的市场活动的推广和销售。本课程将提供了解时尚和奢侈品公司整个传播过程所需的必要工具。通过学习全渠道的风格研究方法和宣传策略的实践方法,学员将学习如何发展和落实传播规划。时尚和奢侈品产业的品牌经理需监管不同市场级别的产品、服务和体验、设计、实施和监控传播策略,组织活动以提高品牌的媒体曝光率,维持广泛的社交网络活跃度。专业的时尚和奢侈品品牌经理能效力于品牌公司、咨询公司或行业协会,任职于不同的时尚、奢侈品、生活方式产业,并且把从本课程中学到的知识和技能应用于市场营销、传播、活动策划、品牌管理、电子商务、新趋势搜寻等工作中。奢侈品品牌管理与市场营销课程接收本科学习经济、市场营销、时尚设计等相关专业,或具有相关工作经验的申请者。

学员将开始分析不同的时尚和奢侈品机构如何管理品牌和产品,从而在不同的市场环境中展开竞争。同时,学员将掌握评估品牌宣传和企业战略、企业商业策略和“功能性策略”之间关系的能力, 研习不同的时尚机构在不同级别的市场推广产品、服务和“客户体验”的传播战略和策略。

发展机遇
完成本课程后,学员能精确地分析时尚和奢侈品市场及独立品牌的供求状况,评估其特点和重要价值,将诠释方法、管理方式运用于规划关键战略和商业市场营销中,以获得竞争优势。在课程中所学的技能既适用于学员当前职位,也可用于其未来在时尚和创意产业的品牌管理及市场营销领域的高阶职业发展。

最终成果
完成整个阶段学习的学员将获得马兰戈尼学院毕业证书。

Postgraduate Programmes
Postgraduate Course
20 Weekends

Study Units

Block 1
Fashion Product Management
The Fashion System
Strategic Luxury Brand Management
Contemporary Fashion

Block 2
Fashion Advertising
Fashion Business Development
Fashion Public Relations
Digital Marketing

Study brand development and marketing in fashion and luxury
The Luxury Brand Management & Marketing course is designed to develop the intellectual ability of the participants through the understanding of the principles and practices of brand management and their application in connection with the fashion and luxury goods sectors at the first stage. During the program, aspects of economic management, production and omnichannel of a brand are explored. The fashion brand manager is an increasingly sought-after figure within international fashion houses for their ability to work out creative solutions with the purpose of improving the performance of a brand. They have the responsibility to define the style of a collection, identify the price range, the target and the market reference. Beyond checking on the development of new products, they also plan the promotion and sales avenues in collaboration with the design, production and marketing departments of luxury fashion. This course provides the necessary instruments to understand all the phases of the communications process within a fashion company. Through the study of research methodologies of style and the implementation of publicity strategies in omnichannel, participants learn the skills to be able to develop and implement a communication plan. The brand manager operates in the fashion and luxury industry to supervise products, services and experiences for different market levels.

They create, deliver and monitor communication strategies, organise campaigns and events for brand exposure on media, while maintaining an active broad social network. The expert fashion brand manager can work in companies, consulting firms, trade associations and for various industries in fashion, luxury and lifestyle and can apply the knowledge and skills acquired during the course in the field of marketing, communication and event planning, brand management, e-commerce and the search for new trends. This course is aimed at candidates who have previous undergraduate study in economics, marketing, fashion design or similar, or proven relevant work experience.
Participants will begin by analysing how different organizations in fashion and luxury goods manage their brands and products in order to compete in different market environments. They learn how to evaluate the relationships between branding and corporate strategies, business strategy and the ‘functional’ strategies of an organization. Moving on, participants are introduced to the communication strategies and tactics implemented by different fashion organizations in order to promote products, services, and ‘customer experiences’ at different market levels.

Opportunities
After completion of studies, participants will be able to analyse the condition of supply and demand of fashion and luxury markets and individual brands, asses their characteristics and significant values and apply explanatory methods and management approaches to support key strategies and business marketing to achieve competitive advantages. The skills gained can be used either in existing roles, or for a future career in the brand management and marketing arena of fashion and creative industries.

Final Award
Participants will be awarded an Istituto Marangoni Certificate.