Informações sobre o curso
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Habilidades que você terá

Strategic ManagementBusiness ModelLuxury GoodsBrand Management

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Aprox. 17 horas para completar

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
3 horas para concluir

What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics

Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way. The Trips&Tricks section contains some insights and best practices that Lucia Paladino (an industry expert) shared with our community. Once you have done with these introductory readings you can finally move to the first contents! This first module is dedicated to a general introduction to fashion and luxury concepts: what they imply, how they are perceived, how they differ, and what other basic ideas in this industry are....
10 vídeos (total de (Total 55 mín.) min), 8 leituras
10 videos
2. New Trends6min
3. The Dream Factor and Media System4min
4. What Is Luxury?6min
5. Luxury as a Product4min
6. Luxury as a Business3min
7. Luxury as a Culture4min
8. Luxury as a Customer3min
9. What Is Luxury Not?4min
10. Fashion, Luxury, and Millennials: Interviews (Additional Material)5min
8 leituras
Above and Beyond the Course10min
Surviving the Course10min
About Professors10min
Additional Readings & Material10min
Coffee with a Fashion Expert10min
Careers in Fashion and Luxury Companies10min
Best Practices in Fashion and Luxury Companies10min
Slides and Pinterest10min
Semana
2
2 horas para concluir

The Evolution of Business Models: From Designers to Fast Fashion Retailers

This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and Luxury, and will give you a lot of important insights on this industry. ...
16 vídeos (total de (Total 125 mín.) min), 1 leitura
16 videos
Fashion Market Segmentation10min
Business Models Framework5min
Business Models in the Market5min
Luxury Brands6min
Luxury Conglomerates4min
Premium Brands5min
Designer Brands6min
Vertical Retailers - Mass or Fast8min
Interview with Moncler10min
Licensing21min
Interview with Rainbow3min
Textile Industry3min
Ingredient Brands3min
Interview with Albini16min
Interview with Vitale Barberis Canonico11min
1 leituras
Slides and Pinterest10min
Semana
3
2 horas para concluir

Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection

Welcome to module 3! The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection. Remember also that at the end of this module you will find the first QUIZ (counting 40% of the final grade)! This quiz is going to test your knowledge and understanding of the first three modules. You need to listen to all video lectures and to read all the slides of the three modules carefully to successfully complete it....
8 vídeos (total de (Total 50 mín.) min), 2 leituras, 1 teste
8 videos
The Concept of Stylistic Identity5min
How to Develop a Collection7min
Brand Identity7min
Case Study: Woolmark2min
Interview: Landor and Associates8min
Case Study: DSQUARED27min
Case Study: BOTTEGA VENETA3min
2 leituras
Slides and Pinterest10min
About Quizzes - Read carefully10min
1 exercício prático
Modules 1-340min
Semana
4
2 horas para concluir

Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands

Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood. ...
7 vídeos (total de (Total 100 mín.) min), 3 leituras
7 videos
How to Build a Strong Communication Identity12min
Masstige19min
The Digital Challenge4min
Round Table with International Bocconi Students18min
Interview with Tomaso Galli18min
Interview with Attila & Co.14min
3 leituras
Slides and Pinterest10min
Additional Material10min
How is 3D printing changing fashion?10min
Semana
5
2 horas para concluir

Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.

In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST. ...
10 vídeos (total de (Total 41 mín.) min), 2 leituras, 1 teste
10 videos
Defining Retail3min
Retail Trends and Formats4min
Retail Channels5min
Retail Management3min
Retail Identity3min
Customer Experience2min
E-commerce6min
Case Study: DSQUARED24min
Interview with Vente-Privee4min
2 leituras
Slides and Pinterest10min
Join he Discussion On Showrooming / Webrooming10min
1 exercício prático
Module 4 & 530min
Semana
6
1 hora para concluir

FINAL TEST

Congratulations! You made it up to here! The structure of the final test is different from the previous quizzes: you will be given 10 multiple choice questions based on two annual reports (Ferragamo and Nike). Of course the questions will be related to topics covered in the course but this time we are asking you to apply your knowledge to these two specific cases. The benefit of this format is twofold: on one hand you can apply some of the concepts you have learned so far, on the other you will see an annual report, a fundamental source of information you may have to handle in the future. This test will be more challenging than the two previous quizzes but don't give up, and it counts only for 20% of the final grade in order not to penalize too much who is struggling with it. ...
1 leitura, 1 teste
1 leituras
Annual Reports10min
1 exercício prático
Final Test20min
4.7
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Melhores avaliações

por PMMar 2nd 2017

What a great resource for both Fashion and Business Students around the world. I am a student in London using this resource to further my knowledge and Iove it. I will continue using and supporting.

por WZFeb 5th 2016

very useful course, not only for Luxury industry. Many topics talked about are enlighted. After learning, I think I am more reasonable facing all fancy things and choose them more sophiscated.

Instrutores

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Erica Corbellini

Director
MAFED - Master in Fashion, Experience and Design Management
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Stefania Saviolo

Director
Luxury & Fashion Knowledge Center - SDA Bocconi

Sobre Universidade Luigi Bocconi

Our ambition is to develop students' potential and foster knowledge in Business, Economics and Law through innovative learning and research activities in a multicultural environment. Bocconi is a community that constantly innovates teaching and learning technologies and that strongly believes in the power of life-long learning and networking. Now available online....

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