| Code |
16325
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
5
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| Workload |
T(30H)/TP(30H)
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| Scientific area |
Social and Human Sciences
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|
Entry requirements |
N/A.
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Learning outcomes |
- Be aware of and distinguish the concepts of Marketing and Communication applied to Fashion
- Be aware of customer relations
- Identify and understand strategies at the point of sale
- Be aware of information systems and marketing research
- Understand and distinguish the communication process 'lato sensu' and in the world of fashion
- Identify and apply fashion communication planning strategies and tools
- Recognise paradigmatic and successful cases
- Be aware of aspects of ethics, inclusion and social and environmental responsibility in communication approaches
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Syllabus |
1. FASHION MARKETING
1.1 Fashion Marketing
1.2 Attracting and retaining customers
2. MARKETING AT THE POINT OF SALE
2.1 Point of Sale Management
2.2 Franchising
2.3 Visual Merchandising in Fashion Retail
3. INFORMATION SYSTEMS AND MARKETING RESEARCH
4. THE COMMUNICATION PROCESS
4.1 Verbal and non-verbal communication
4.2 Public relations models
4.3 Communicating to investors
4.4 Presenting a business idea in the fashion sector
4.5 Pitching for fashion startups
5. FASHION AND COMMUNICATION
5.1 Media relations
5.2 Fashion communication
5.3 Concepts and interdisciplinary intersections
5.4 Historical perspective
6. THE COMMUNICATION PLAN APPLIED TO THE FASHION WORLD
6.1 Elements and structures
6.2 Concrete cases applied to the fashion industry
7. STORYTELLING IN FASHION COMMUNICATION
7.1 Success stories, actions and campaigns.
7.2 Narratives for communicating fashion brands
8. ETHICS, INCLUSION AND SOCIAL AND ENVIRONMENTAL RESPONSIBILITY
8.1 Case studies
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Main Bibliography |
Posner, H. Marketing de moda, São Paulo : Gustavo Gili, 2015
Caetano, J., Cruz, R., Lé de Maos, P., Diniz, R., & Portugal, M. ; Marketing & Comunicação em Moda, Escolar Editora, 2011
Lea-Greenwood, G., Fashion Marketing Communications, John Wiley and Sons Ltd, 2013
Thomas, D. Fashionopolis?: The Price of Fast Fashion and the Future of Clothes, Head Of Zeus, 2019
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Teaching Methodologies and Assessment Criteria |
I. Theoretical and theoretical-practical classes, using the following methods:
a. Expository
b. Interrogative
c. Case studies
II. Written test: 40% (8/20)
III. Group work/project: 50% (10/20 points)
IV. Participation and attendance: 10% - 2/20 points
- Minimum attendance at the Course Unit's scheduled classes to obtain a mark-up: 75%.
- Attendance of 75% or more: increase (up to 10% - 2/20 points), proportional to the number of classes attended.
- Excluded from this requirement are students with student-worker status or who, for proven reasons of illness or force majeure, are unable to attend classes.
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Language |
Portuguese. Tutorial support is available in English.
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