Learning outcomes |
This course has the following objectives: Develop students' critical thinking, teamwork, research capacity, ability to generate new ideas, ability to adapt to new situations, ability to use scientific literature, ability to apply knowledge in practice. To understand the importance of marketing in the context of the business of fashion, especially its contribution to a better performance of clothing outlets. Identify new ways to trade logic of internationalization, such as the Franchising and understand and know how to apply some techniques and visual merchandising tools applicable to the retail clothing. To realize the importance of some information to the implementation of fashion marketing strategies and systems to identify opportunities arising from the e-marketing for the fashion business. To know about the disclosure of information in the field of Fashion and develop communication skills with the media and the public are also goals of this course.
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Main Bibliography |
Arriaga, José Luís del Olmo (2005). Marketing de la Moda, Madrid: Umelia, ISBN-13: 978-0131457577. Díaz Soloaga, P. (2014). Comunicación y gestión de marcas de moda. Editorial Gustavo Gili. Easey, M. (2009). Fashion Marketing, 3 ed., Wiley Blackwell. Kaplan, A. M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. In Business Horizons, 53, pp. 59-68. Kotler, P. ; Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0: mudança do tradicional para o digital. Lisboa: Conjuntura Actual Editora. Kotler, P., Keller K., Brady, M., Goodman, M., Hansen, T. (2012). Marketing Management, 2.nd Edition, England: Pearson Education Limited. Marques, V. (2018). Marketing Digital 360, 2.ª edição. Coimbra: Vasco Marques e Conjuntura Actual Editora. Moore, G. (2013). Promoción de Moda. Barcelona: Editorial Gustavo Gili.
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