Oct. 20, 2022
nov. 14th, 2022
E-learning materials to provide students with basic knowledge and skills required for
Unit 1: The New Luxury and Fashion Communication (12 hours)
Introductive unit on the luxury and fashion market, the growing trends and the
ongoing digital transformation. Through company visits around Milan, participants
have the opportunity to look at the luxury evolution from different perspectives and to
study winning communication strategies narrated directly from the entrepreneurs who
Unit 2: Fundamentals of Sustainable Luxury and Fashion (36 hours)
- Fundamentals of Luxury Industry between Heritage and Sustainability;
- Innovation Through Sustainability in Fashion Communication;
- Innovation Through Sustainability in Luxury Communication.
The luxury context has radically changed in recent years. New trends and challenges
including sustainability, digitalization and multiculturality have reshaped
entrepreneurial practices to transform business ideas into winning models.
Main objectives of this units are to connect new operational trends and their related
tools to winning business ideas and identify fundamental changes for the luxury
industry to develop and adopt appropriate innovative strategy.
Unit 3: Luxury & Fashion Communication Strategies (36 hours)
- PR and Events Management for the Luxury and Fashion Industry;
- Disruptive Communication and Advertising;
- From Traditional Communication to Omnichannel Approach.
This unit offers an overview of new practices and tools in communication to build a marketing approach for luxury brands based on effective narratives. The third unit will focus specifically on the acquisition of cutting-edge communication strategies to develop an effective campaign with clients and adapt to new segments. As communication is a key component of companies’ positioning in the market, an appropriate strategy is essential in the current disruptive business scenario. An effective communication is critical for every brand in the luxury sector, representing a focal image in the eyes of the customers to attract and inspire them. Skilled brand communication leads to increased visibility – fundamental to support the brand image, differentiate its positioning and inspire relationships with increasingly diversified and demanding luxury clients.
Unit 4: Digital Luxury and Fashion Communication (36 hours)
- Digital Luxury & Fashion Communication Strategy;
- Metaverse and Visual Fashion Communication;
- Digital Communication Design for Luxury and Fashion.
This part of the program will introduce key strategies in digital marketing to transform a traditional marketing approach into a winning up-to-date one. The course concentrates on emerging practices and tools in online communication to build a marketing approach for a luxury brand based on successful digital narratives. The module focuses on digital marketing techniques and social media strategies related to luxury and lifestyle for businesses and customers.
Unit 5: Omnichannel Communication for Luxury and Fashion Internationally (36 hours)
- Integrated Communication Tools for New Global Markets;
- Techniques for Communicating to Multicultural Consumers;
- Communicating with Global Clients the Luxury Touch.
This unit deepen different communication strategies to effectively position a brand in an international environment, taking account of the different national ecosystem. The modules of this units guide participants through a high-level view of the geographical and social dynamics, in order to implement a personalized digital communication of a luxury or fashion brand.
Unit 6: Social Media Communication in Luxury and Fashion (36 hours)
- Social Media Engagement Strategy for Luxury Communication
- Web Content and Blogging Writing
- Social Media, Storytelling, Writing
Focus on social media communication: its impact on the brand image and the clients’ engagement. Students exploit social media peculiarities in order to implement effective business and communication strategies toward specific targets. During this module is deepened how to develop captivating storytellings and engaging contents.
Unit 7: Innovation in Communicating the Brand: the Expert Talk (36 hours)
This component of the program is a collection of LIVE luxury brand cases through interviews with experts, meetings with professionals from world renowned luxury brands to acquire an in-depth overview of current luxury challenges and opportunities in the market.
• La Milanesa: Brand Creation
• Kartell Museo: Made in Italy
• Rancè 1795: Rebranding
• 10 Corso Como: Retailing
• Altagamma: Global Luxury
• Pucci: Heritage
• ACBC: Sustainability
• Kering-Brioni: Corporate Culture
• Missoni: Family Business
• Moncler: Innovation
Unit 8: Field Project MILANO Luxury and Fashion LAB (18 hours)
A final assignment based on group work in partnership with a company leader in one of the sectors covered in the lectures, applying tools and skills acquired during the program.
The main objectives of this module will be is to apply tools and skills acquired in the classroom.
Unit 9: Internship/Personal Professional Project (3-6 months)
An internship from 3 to 6 months in a luxury company, to apply skills, methodologies and tools acquired during the master.