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FASHION AND LUXURY MARKETING

Degree course: 
Corso di Long single cycle degree (5 years) in Law - Como
Academic year when starting the degree: 
2021/2022
Year: 
4
Academic year in which the course will be held: 
2024/2025
Course type: 
Supplementary compulsory subjects
Seat of the course: 
Como - Università degli Studi dell'Insubria
Language: 
Italian
Credits: 
8
Period: 
Second semester
Standard lectures hours: 
50
Detail of lecture’s hours: 
Lesson (50 hours)
Requirements: 

It is suggested but not compulsory to attend the course of Management.

The exam consists of a written test.

Assessment: 
Voto Finale

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

Main subjects will be:
• 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.

Convenzionale

The course is in the second semester. Theoretical lectures, case studies, lectures of tourism managers on specific parts of the program.

Office hours
On appointment by writing to roberta.minazzi@uninsubria.it or grechi.daniele@uninsubria.it

Professors

GRECHI DANIELE

Borrowers