| Code |
16354
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
6
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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 |
Without requirements
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Learning outcomes |
This course aims to transfer to students’ knowledge on the various concepts and business opportunities of "fashion", the selection and preliminary evaluation of a " business idea " and their preparation for release according to a strategy of " go-to -the- market". The goal is that students learn to develop professional, creative, and entrepreneurial skills to implement a business idea (of a brand, product or service) in the market.
Learning objectives:
1. Benchmarking, learn to select and creatively generate a "business idea " for the fashion business.
2. To define a concept and evaluate (pre-test) a ' business idea " within the target market.
3. To analyze opportunities, constraints, and critical factors of business success.
4. To design and plan the implementation of a business plan (business model canvas).
5. To present the business to potential investors in an "elevator pitch" format.
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Syllabus |
1. Definition of initiatives and business concepts for the Fashion Industry (Textile, Clothing, Footwear) including production costs, merchandising, and marketing; and definition of operational processes to a trademark or service; and preliminary business planning (business model canvas).
2. Analysis of successful cases (benchmark) and dynamic sessions of co-creation for the development of ideas, concepts, positioning axes and opportunities of new fashion business, its challenges, and critical conditions for the " go-to-the-market".
3. Test business ideas: interviews with experts (brand managers, fashion designers) and potential customers.
4. Strategic Analysis and definition of the business start- up, with tools resources: BCG, SWOT dynamic, Business Model Canvas and Blueprint Operations.
5. Preparation and review of a presentation of the project business in an "elevator pitch".
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Main Bibliography |
Granger, M. M. & Sterling, T. (2011). Fashion Entrepreneurship: Retail Business Planning. Fairchild Publications, Inc. Amar Bhidé (1996). The Questions Every Entrepreneur Must Answer. HBR.
Botsman, R. (2010). What´s Mine Is Yours: The Rise of Collaborative Consumption. Harper Collins. New York. Doyle, Peter & P. Stern (2006). Marketing Management and Strategy. FT Prentice Hall, 4Ed.
Drucker, P. (1993). Innovation and Entrepreneurship. 1ª Ed. Collins.
Kotler, P., Kartajaya, H. and Setiawan, I. (2012). Marketing 3.0 From Products to Customers to the Human Spirit. John Wiley & Sons, Inc.
Tapscot, D. and Williams, A. D. (2013). Radical Openness: Four Unexpected Principles for Success. Ted Books.
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Teaching Methodologies and Assessment Criteria |
The teaching methodology is theoretical/practical with various exercises/dynamics in the classroom and autonomous individual and group work. This includes
- Theoretical and practical classes
- Group discussions and debate
- Analysis of cases and real examples
- Writing and presentation exercises
- Feedback and formative assessment
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Language |
Portuguese. Tutorial support is available in English.
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