The course deals with the relationship existing between the companies and the market from the strategic and the tactical point of view. In particular, the course presents the marketing approaches in the fashion business and luxury sector. General marketing concepts are discussed following a theoretical and practical approach. The expected learning outcomes include: - Knowledge and understanding: the ability to make proper use of the terminology and of the concepts learned during the course; - Applying knowledge and understanding: the ability to apply theoretical concepts acquired during the course to the fashion and luxury sectors through the analysis of case studies and through lectures of managers. - Communication skills: ability to interact during the lectures and the project works in order to develop problem solving skills and discuss the results achieved
Course Prerequisites
Nessuno
Teaching Methods
The course is in the second semester. Theoretical lectures, case studies, lectures of tourism managers on specific parts of the program.
Assessment Methods
The exam consists of a written test using e-learning.
Contents
Main subjects will be: • Fundamentals of Economics and Management; • Definition and evolution of the marketing concept; • Marketing strategies and planning; • Segmentation and target marketing; • Customer value and satisfaction; • Marketing mix (product, price, distribution, promotion); • Internet marketing and social media marketing • Brand strategies in the luxury fashion business.
Course Language
Italian
More information
Office hours are by appointment only. Please email grechi.daniele@uninsubria.it to arrange a meeting.
