Certification attained: Istituto Marangoni Certificate

Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the fashion course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling.

A successful brand manager works on all of these aspects. They become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, enabling participants to network through new media and viral platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image.

This course is for participants that have previous undergraduate level study or proven work experience, completing the course with advanced branding and management skills for various positions within the fashion, luxury and creative industries.

Educational Aims

• to develop flexible approaches to program delivery and student support which reflect the needs and expectations of our students;
• to provide a supportive and inclusive learning environment which will enable success for all learners;
• to encourage the development of students’ intellectual and imaginative powers, creativity, independence, critical self-awareness, imagination and skills that will enhance global employment opportunities on graduation in all programs;
• to establish a culture of constant improvement in learning, teaching and assessment that is anticipatory, enabling, supportive, rewarding and fully aligned with the Institutions vision and strategic objectives;
• to provide a learning experience that is informed by research, scholarship, reflective practice and engagement with the industry and the professions.

Program Aims

• develop the students’ intellectual skills and the understanding of the principles and practices of brand management and their application within the fashion and luxury goods sector;
• prepare and equip Master’s students with the skills necessary to undertake a career in the field of brand management through the study of different types of organizations;
• encourage students to critical evaluation of the managerial and external environments in which they compete;
• encourage students to apply acquired knowledge and understanding of business and management to a range of complex situations;
• equip Master’s students to find creative solutions and to improve brand management practice of different types of organizations operating within the fashion and luxury goods industries.

Learning Outcomes
On successful completion of their course of study students will be able to:

• critically analyze how different fashion and luxury goods organizations manage their brands and market offerings to compete in different market environments;
• evaluate the interrelationships between branding strategies and corporate, business and functional strategies of the organization;
• elaborate systematic and creative solutions to a range of real-world business and management problems, taking into consideration theories, frameworks and practices relevant to luxury and fashion branding and brand management;
• evaluate how current issues including new technologies, the changing role of the consumer and corporate social responsibility affect the competitive strategies of fashion and luxury goods organizations;
• critically appraise published work in the area of fashion and luxury branding and brand management and to design and produce successfully a substantial piece of independent research.

The Master’s course will focus on the following areas:

• Luxury brand analyses and marketing strategies
• Strategic branding and innovation management
• Social media and digital PR management
• Product creativity and innovation
• Contemporary debates in fashion
• Creative direction
• Contemporary fashion communication and criticism
• Fashion advertising, promotion and public relations
• Digital marketing
• Communication, time management, leadership

Course teaching methods are mainly based around formal lectures, workshops, seminars and self-directed study and within this structure a range of approaches to learning and teaching is employed as appropriate to the situation. Industry experienced specialists and visiting specialist Lecturers (industry professionals) make valuable contributions and facilitate important links to professional practice.

Self-Directed Study plays a major role in this program, where students are expected to spend time researching and analyzing subject matter independently to support and substantiate taught material.

Formal Lectures form an integral part of the program and with formal delivery of key information to the whole cohort. At this level it is expected that students will use the lectures as a stimulus for further study/reading.

Seminars are used to build on themes taken from the lecture program. Students are encouraged to make an active contribution by sharing in the argument and debate.

Visiting Lecturers are invited to deliver specialist lectures to enhance the delivery of the units.

Individual Tutorials are used when individual student work is being discussed or the guidance required is specific to one particular student. It is especially important in the dissertation phase and may be face to face, over the telephone, via e-mail or Skype.

Small Group Tutorials enable students to discuss and plan their work in greater detail than is possible with larger groups. It encourages quieter students to develop their interpersonal and communication skills and helps consolidate leadership skills in others.

Video Presentations are used to give a more in-depth understanding of a specific issue.

Case Studies are used for detailed discussion of real-life situations.

Demonstrations are normally of a technical nature and are necessary in certain subject areas. Studio / Workshop / Laboratory / Practical Sessions > may be used to enable the creative and practical skill development of the student in an environment which simulates that of industry.

Group and Team Work requires students to operate as a member of a group or team and they usually have clearly identified roles. The emphasis is on collective responsibility, individual responsibility to the group and joint decision-making.

Study Trips give students the opportunity to go outside the institute’s environment to enhance their understanding of specific subject material. If assessment is dependent on information collected whilst undertaking the study trip, the trip would be considered mandatory. The cost of study trips can be either the responsibility of the student or on occasion included in the annual study fee. If the visit is within the city students pay for public transport. This will be outlined at the beginning of any unit where such a trip is foreseen.

*prices are subject to change

This is an SAI Select Services Program; it includes the important on-site services!

• Istituto Marangoni Certificate indicating completion of Master’s level course
• Program tuition
• Student health insurance providing full coverage and medical emergency evacuation
• SAI orientation to the host city and school
• SAI staff on-site providing assistance as needed and 24-hour emergency support

Pre-departure and Re-entry services

• US-based admissions counselor assigned to you, providing friendly assistance
• Helpful pre-departure tools and resources
• Assistance with student visa application
• Assistance with financial aid and loan processing
• Paid registration fees for national re-entry conferences
• SAI alumni network

Housing is not included in SAI Select Services Programs. However, your SAI Admissions Counselor will be happy to provide you with information and recommendations for local housing agencies, as well as school-provided apartments. Students who do not have prior housing arrangements should begin speaking with their Admissions Counselor as soon as possible.

Passports
Passports should be valid for 3 months after planned departure from Italy.

Student Visas
In accordance with Italian law students studying in Italy for 91 or more days are required to obtain a student visa. Those with Italian/EU citizenship are exempted. Non-US nationals should consult their local Consulate for information on student visa requirements.

Students must appear in person at the Italian Consulate to present their student visa application. Our Student Visa Office is available to assist students in getting ready for the appointment; SAI provides student visa consulting for all our students at no cost.