- Docente: Francesco Verdinelli
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Fashion Studies (cod. 9067)
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from Sep 27, 2024 to Oct 31, 2024
Learning outcomes
At the end of the course the student is expected to know the core principles and concepts of marketing and apply them to the context of the fashion industry; identify marketing problems and design suitable marketing research plan to address those problems in the context of the fashion industry; critically assess the changing environments in which fashion industries operate nowadays and identify possible future directions in fashion markets and consumer societies.
Course contents
Defining Strategy, Fashion and Luxury.
Understanding Consumer Behavior: maximizing Value through Conversation in the age of Consumption Tribes.
Implementing Omnichannel Marketing to create seamless Customer Experiences.
Data Driven Marketing Campaigns: establishing and putting Key Performance Indicators (KPIs) into action in order to measure the success of fashion marketing initiatives.
Emerging Fashion Commerce Trends: building an Integrated Brand presence based on engagement.
Students with SLD or temporary or permanent disabilities. It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/ studenti-con-disabilita-e-dsa/ en [https://site.unibo.it/studenti-con-disabilita-e-dsa/en] ) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.
Readings/Bibliography
Adel I. Ansary, Eugene Sivadas, Louis W Stern, Robert W. Palmatier
“Marketing Channel Strategy: An Omni-Channel Approach”, 2019, Routledge.
E. Corbellini and S. Saviolo, “Managing Fashion and Luxury Companies”, 2012, Rizzoli Etas. Chapters: 1, 2, 6, 7, 8, 14.
Bernard Cova, “ Tribal marketing: The tribalisation of society and its impact on the conduct of marketing” - European Journal of Marketing, 2002.
Suggested:
P. Mayerson "Omni-Channel Retail and the Supply ChainWorking Together for a Competitive Advantage", 2024, Productivity Press.
Teaching methods
Lectures, discussion of case studies and other materials. Students are asked to participate in group work.
Assessment methods
For Attending Students:
Group project focusing the launch of a fashion product with a strong tribal power in an omnichannel scenario.
For Not Attending Students:
Written exam with open ended questions.
Mark scale:
<18 Fail.
18-23 Pass.
24-27 Good.
28-30 Distinction.
30 e lode Great Distinction.
Students with SLD or temporary or permanent disabilities. It is necessary to contact the relevant University office (https://site.unibo.it/ studenti-con-disabilita-e-dsa/ en [https://site.unibo.it/studenti-con-disabilita-e-dsa/en] ) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.
Teaching tools
Course notes and operational models on spreadsheets provided by the teacher.
Office hours
See the website of Francesco Verdinelli