Certification attained: Istituto Marangoni Certificate

During the program participants learn how to respond to recent developments in media and communication. They explore the major theories and debates that dominate fashion promotion and evaluate different techniques applicable in creating and understanding the role of ‘image’ in fashion, as well as analyzing historical and contemporary references. Particular emphasis is placed on public relations within fashion houses: from customer management to the identification of key industry players and celebrities, and from fashion show organization to the management of press days, conferences and events.

Looking at fashion advertising, editorial and creative direction in media, communication and promotion, participants evaluate and analyze trends in fashion styling, photography and journalism. They also gain an advanced knowledge of creative writing processes encouraging their own vision and professional preparation for various roles in the fashion industry which foster innovation, entrepreneurial thinking and problem solving.

This course is aimed at participants that have previous undergraduate level study or similar, or proven work experience completing the course with skills in media and promotion for the fashion and luxury industries, with the ability to apply key fashion communication channels and theories across all written and visual media campaigns.

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 to understand how technological advances and emergence of new platforms are changing the way brands and consumers communicate and interact;
• prepare and equip Master’s students with the skills necessary to analyze and interpret the role of Public Relations within the communication strategy of Fashion organizations;
• encourage students to evaluate the role of creativity in advertising and assess creative strategies and execution choices of different advertising campaigns;
• equip Master’s students to analyze the different styling techniques and evaluate their application to fashion advertising.

Learning Outcomes
Upon successful completion, students will be able to:

• demonstrate a systematic understanding of the key fashion communication channels and theories, across written and visual media, and apply this understanding to fashion industry contexts, generating creative and original management solutions to specialist and non-specialist audiences in a manner appropriate to the discipline area;
• critically appreciate fashion branding theories and omni-channel business strategies and demonstrate comprehensive understanding of the current challenges faced by industry informed by current research;
• critically evaluate and analyze the current theories, concepts and management used in promoting fashion and the changing role of social media, PR in the digital age and conceptualize creative digital campaigns for a fashion brand to a global community;
• demonstrate leadership and problem solving skills relevant to creative direction for fashion media, and interpret knowledge and practice at the forefront of the discipline;
• critically evaluate research and apply appropriate methodologies of research and enquiry to own independent research, producing a substantial piece of work to industry and academic standards.

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

• Communication strategy and branding
• Engaging the luxury customer
• Contemporary fashion communication and criticism
• Fashion and public relations
• Fashion advertising: traditional and innovative media
• Social media and digital PR management
• Contemporary issues in fashion
• Creative direction
• Communication, time management, leadership
• Professional research methods

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.