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Fashion Design
Fashion Marketing and Communication

Fashion Marketing and Communication

Code	16325
Year	1
Semester	S1
ECTS Credits	5
Workload	T(30H)/TP(30H)
Scientific area	Social and Human Sciences
Entry requirements	N/A.
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
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
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
Language	Portuguese. Tutorial support is available in English.