BA (Hons) Fashion Marketing and Communication

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1 Biada 11, Barcelona BA (Hons) Fashion Marketing and Communication IED Barcelona is the only Spanish school offering Bachelor of Arts (Hons) validated by the University of Westminster. Since 2010, IED Barcelona offers the possibility of taking the three year course entirely in English. This certification recognizes our formative quality and consolidates the international prestige of IED Barcelona courses.

2 GENERAL INFORMATION Language: English Credits: 360 Westminster Credits Duration: 3 years (6 semesters) Hours: Monday to Friday full time (8 am pm, in average 5 hours) Calendar: The academic year starts in October 2014 Head Office: Lorena Alegre COURSE DESCRIPTION BA (Hons) Fashion Marketing and Communication trains professionals in the strategic and executive fields, with the tools, knowledge and capacities required to create innovative ideas in the marketing and communication world. The education offered permits to work at companies of international level, create small ones or start-ups to implement innovative ideas. There are collaborations with companies and institutions of the sector, bringing the possibility of having contact with teachers and professionals with a wide experience and great recognition. Applied didactics are innovative, diversified and transverse, and permit development, not only professionally but also socially, thus obtaining a versatile profile. WHO IS BA (HONS) FASHION MARKETING AND COMMUNICATION FOR? The three-year course, taught in English, allows students to undertake a Bachelor of Arts validated by the University of Westminster. The aim is to train fashion marketing professionals perfectly adapted to the new reality of the current market and to the latest trends of the sector. Students will learn the operation and the cycle of brands, from production to sale, going deeply into marketing or communication depending on the specialization chosen. The teaching staff and collaborators are fashion professionals from prestigious signatures and brands with whom develop a myriad of projects and real cases. JOB OPPORTUNITIES BA (Hons) Fashion Marketing and Communication offers an academic training that allows to manage a demanding market. Professional figures: consumer analyst, buyer, product manager, fashion merchandiser, marketings strategist, press office manager, fashion editor, public relations manager, web communicator, community manager, media planner, fashion events organizer, etc. 1 University of Westminster Credit = 12,5 comprehensive hours of work. 1 ECTS = 25 comprehensive hours of work. Comprehensive hours of work = contact hours (in class) + Independent learning The headship of the Istituto Europeo di Design reserves the right to modify the study plan depending on demands that may appear in relation to the didactic objectives. 2

3 BA (Hons) Fashion Marketing and Communication (360 Westminster Credits) FIRST YEAR (LEVEL 4) 1 st YEAR 120 Westminster Credits Module name Credits Semester Subjects Visual culture 15 1 Art history 1 History of fashion Fashion culture 15 1 Textile culture 2 Contemporary fashion 1 Computer tools Representation techniques 15 2 Graphic design Introduction to fashion marketing Fashion marketing and communication 30 1 Market research Introduction to fashion communication 1 Design management Fashion management 15 1 Fashion system 2 Fashion company management MARKETING TECHNIQUES AND STRAT- EGY 1 (only for students with pathway option: Major Marketing) COMMUNICATION TECHNIQUES AND STRATEGY 1 (only for students with pathway option: Major Communication) Fashion product Merchandising Project 1: Fashion marketing Fashion Writing Fashion Publishing Project 1: Fashion communication HISTORY OF FASHION Students focus on the analysis of clothing and accessories throughout history, the introduction and meaning of the fashion concept in Western society and the works of the major fashion houses of the 19th/20th Centuries. CONTEMPORARY FASHION AND TRENDS Students focus on the characteristics of fashion in the contemporary world through the analysis of styles and trends and the works of today s international major and new overcoming fashion designers, highlighting in their latest collections key points such as structure, trends and communication strategies. 3

4 TEXTILE CULTURE Students focus on the main textile manufacturing processes, the different types of fabrics and the structure of the manufacturing districts behind them. COMPUTER TOOLS 1 Focused on the use of Adobe Suite, bitmap based and vector based design programs as creative tools to visualise and render design ideas for the development and delivery of fashion projects. It also focuses on presentation techniques such as Power Point and Keynotes and major calculation and scheduling programs such as Excel in order to provide students in support of main marketing tasks. GRAPHIC DESIGN The integration between the Adobe programs will help the students to create artistic compositions and personalised graphic products, they are going to learn how to modify and edit their own personal creative documents. MARKET RESEARCH The course focuses on providing students with an analysis of the main steps concerning market research as a tool for both marketing and communication planning. INTRODUCTION TO FASHION COMMUNICATION The course focuses on fashion communication tools as integral part of the marketing process, seen also through a variety of up to date fashion cases illustrating different communication approaches. DESIGN MANAGEMENT The course describes and analyses the coordination and development of a fashion design collection. FASHION SYSTEM The course focuses on the main structures of the fashion industry and the role of fashion enterprises in today s world. FASHION COMPANY MANAGEMENT The course focuses on the structure and main characteristics of a fashion company and its different shapes according to specific branches of the fashion business world. FASHION PRODUCT The course focuses on encouraging the student s skills for working properly inside product departments: product dissectation and a framework of analysis on price, positioning, production guidelines and presentation. 4

5 PROJECT 1 FASHION MARKETING The course focuses on applying the previously learned marketing fundamentals into a complete fashion marketing strategy: from research to a draft plan. FASHION PUBLISHING An in depth analysis of the structures, players and functions of the publishing industry in fashion. FASHION WRITING A focus on the basic characteristics and practices of writing and journalism applied to the fashion world. PROJECT 1 FASHION COMMUNICATION The first step in the development of a fashion communication initiative and the basics of a communication plan. 5

6 SECOND YEAR (LEVEL 5) 2 nd YEAR 120 Westminster Credits Module name Credits Semester Subjects 1 Semiotics Fashion culture 15 2 Sociology 2 Lifestyle and trends Representation techniques 15 1 Computer tools Video techniques Fashion communication 30 1 Press office and P.R. Below the line communication (events) Fashion and new media Fashion advertising 15 2 Fashion advertising Law elements Fashion marketing 15 2 Web marketing Budgeting and marketing plan MARKETING TECHNIQUES AND STRAT- EGY 2 (only for students with pathway option: Major Marketing) COMMUNICATION TECHNIQUES AND STRATEGY 2 (only for students with pathway option: Major Communication) Distribution system Law Basics and contracts Project 2: Retail management Project 3: Fashion buying Graphic languages Video languages Project 2: Fashion editorial office Project 3: Event organization SEMIOTICS AND COMMUNICATION SOCIOLOGY LIFESTYLE AND TRENDS The module introduces the student to the interpretation of signs in Fashion Culture and the recognition of the different trends in sociology from 19th century until contemporary times. Additionally, it introduces the basic communication models throughout different historical contexts and cultural systems primarily focusing on Fashion Culture and Sociology of Consumption. The module also focuses on the analysis of trends by focusing on their contextualisation in contemporary society and the way they develop and affect consumption in modern times. COMPUTER TOOLS 2 The course focuses on the production of different communication tools (both on paper and digital format) through the use of Adobe Digital Publishing Suite. VIDEO TECHNIQUES The course focuses on the process of editing segments of motion video footage, special effects and sound recordings. 6

7 PRESS OFFICE AND PR The course describes the main characteristics and activities of such structures as showroom, press office and PR agency thus focusing on the management of communication between an organisation and its public. BELOW THE LINE COMMUNICATION (EVENTS) The course describes and analyses the main steps concerning the process of creation, development and organisation of a fashion event. FASHION AND NEW MEDIA The course describes and analyses the structure, key characteristics and protagonists of the world of new media focusing on the developing networks in contemporary society and the relationship between contents, communication channels and technology. FASHION ADVERTISING The course describes and analyses the complex and articulated world of advertisement for fashion declining it according to the media, contents, functions and tools that determine its forms and use in contemporary society as well as taking into account the entire communication strategy development. LAW ELEMENTS The course focuses on the legal structure behind the advertising communication and the major international regulations that relate to the contents, purposes, media and rights which define the advertising communication. WEB MARKETING The course focuses on a structured approach to marketing for and within digital media, as a key success factor for the 21st century fashion business challenges. BUDGETING AND MARKETING PLAN The course defines the required methodologies to develop and apply an analytical, professional approach to the fashion industry through budgeting and marketing plan: the strategy in action in relation to marketing principles and measurability of outcomes in a time frame. DISTRIBUTION SYSTEM A complete overview of the existing typologies of distribution in the fashion industry. LAW AND CONTRACTS An introduction to the main contracts applied in the fashion environment. 7

8 PROJECT 2 RETAIL MANAGEMENT A focus on the main management techniques within the distribution system and the strategies behind it. PROJECT 3 FASHION BUYING A focus on an essential profession in the fashion industry and its combination of stylerelated, quantitative and technical skills. Special focus is to be given to the today issues and the ability to combine the theory taught with the creative skills learned during the previous year. GRAPHIC LANGUAGES The course focuses on the tools, uses and purposes of graphic language in fashion and the aesthetic and stylistic impact related to its adaptation to different languages. VIDEO LANGUAGES The course focuses on the basic rules that give shape to video production and defines and analyses the development and use of different formal approaches in relation to diverse communication purposes. PROJECT 2 FASHION EDITORIAL OFFICE The course provides a concrete approach to the world of fashion magazines by teaching the structure and functions which define an editorial office. PROJECT 3 EVENT ORGANISATION The course focuses on the organisation of fashion events with specific attention to the role of sponsoring in the production of such communication initiatives. 8

9 THIRD YEAR (LEVEL 6) 3 rd YEAR 120 Westminster Credits Module name Credits Semester Subjects Fashion culture Fashion in music Fashion in cinema Fashion photography Professional skills 15 1 Business plan Fashion marketing Marketing ethics Branding for fashion Marketing techniques and strategy 3 (only for students with pathway option: Major Marketing) Communication techniques and strategy 3 (only for students with pathway option: Major Communication) Major Project research Pathway marketing (only for students with pathway option: Major Marketing) Project 4: Merchandising plan Project 5: Visual merchandising Marketing strategy Project 4: Fashion show Project 5: Fashion styling Project 6: Communication strategy Major project research Pathway marketing (only for students with pathway option: Major Marketing) Major Project research Pathway communication (only for students with pathway option: Major Communication) Major Project Pathway marketing (only for students with pathway option: Major Marketing) Major Project Pathway communication (only for students with pathway option: Major Communication) 15 2 Major Project research Pathway communication (only for students with pathway option: Major Communication) Major Project Pathway marketing (only for students with pathway option: Major Marketing) Major Project Pathway communication (only for students with pathway option: Major Communication) FASHION IN CINAMA FASHION IN MUSIC FASHION PHOTOGRAPHY Thus evaluating the multiple relationships between the fashion industry, other fields of creativity and popular culture. The module strongly relies upon Semiotics and Sociology in order to analyse, interpret and critically approach all the subjects involved. FASHION BRANDING The course focuses on an analysis of the concept of brand, its implications and the tools available to evolve fashion brands over time: starting from the analysis of existing fashion brands to the creation and development of a brand personality, the course covers a variety of tools to adopt and adapt in carrying out a branding strategy. The course covers the whole route from brand creation to fashion brand management and development. 9

10 BUSINESS PLAN The course focuses on the roles and skills essential for operation of a successful fashion business. The entrepreneurial focus of this subject guides students through the process of developing a comprehensive and feasible business plan, understanding the companies value chain from product to market including its competitive advantage, which is essential to start a new business or manage an existing business. CAREER DESIGN The course provides a concrete view on the fashion business world illustrating the main steps and requirements (competencies, skills and personality traits) to enter the fashion world and comply with the demands of the different functions and roles within the fashion business. PROJECT 4: MERCHANDISING PLAN A collection plan entirely based on student analysis and conclusion on specific brand. PROJECT 5: VISUAL MERCHANDISING A focus on the main techniques and strategies of product and spaces display in the store. PROJECT 6: MARKETING STRATEGY An application of the previous learning methodologies for the development of a brand new project. Special focus is to be given to the method and rules required to research and technically approach the subject. PROJECT 4: FASHION SHOW Meaning, production, organization, communication and back office of a fashion show. From the first fashion show to the art inspired contemporary fashion presentation. PROJECT 5: FASHION STYLING Meaning and importance of styling, the profession of the stylist, the relevant figures, styling professional fields of action. Why and how it s done the styling of a collection. PROJECT 6: COMMUNICATION STRATEGY How to build a communication strategy for different areas of fashion: high fashion, ready to wear, young fashion. From the anlysis of the target market to the choice of communication tools to their application. MODULE: MAJOR PROJECT RESEARCH (MAJOR MARKETING AND COMMUNICATION) The module focuses on the development of the ideas required to complete the students Major Project through individual topic research investigation through research work, students are going to articulate the concepts behind their project and turn them into a complete marketing idea. The module sets a learning environment which encourages a critical approach to the social, economic and cultural issues involved as well as an 10

11 in depth knowledge of the chosen field and the values (innovation, sustainability and originality) related to the project. During the module, students test and articulate their observations into reality through the analysis of different signs and trends in fashion, as well as consumer research and feasibility assessment (size of the market, competitive analysis and brand asset evaluation). MODULE: MAJOR PROJECT (MAJOR MARKETING AND COMMUNICATION) The Major Project provides the avenue for students to combine the skills and knowledge acquired from all modules taught during the course into one cohesive project, with total creative freedom and in relation to different marketing & communication concepts. It requires the student to combine elements from all aspects of fashion marketing and communication, including marketing, branding, visual culture, fashion culture, a deep strategic approach and a solution based attitude, as well as a developed sense of aesthetic and Design. 11

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