Perfil del estudiante
El máster admite a estudiantes con formación en disciplinas empresariales, comerciales, marketing y comunicación, diseño de moda y distribución en masa, o profesionales en el ámbito de la gestión empresarial, el retail o el sector de la moda en general, así como en los ámbitos teóricos, interesados en aplicar y dirigir proyectos innovadores en el contexto del mercado de la moda.
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El IED Barcelona estructura el programa en una manera flexible atractiva para estudiantes con diferentes especialidades y diferentes backgrounds. Esto crea un entorno multidisciplinario para los estudiantes durante el curso, para desarrollar una visión completa a través de fashion management.
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MASTER IN FASHION MANAGEMENT PROGRAM
Students are proposed to approach Fashion and Innovation from an integral point of view so during the master, students deal two real-industry projects focused on proving all the skills developed.
The learning process is complemented frequent seminars and workshops to debate and discuss about main concerns.
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The general curriculum of the Master is organized in three knowledge fields: Bussiness, Fashion and Professional Skills.
Bussiness
This module empower students with the methodologies, tools and skills needed to draw the context and current fashion ecosystems from which businesses can foresee their future opportunities and scenarios of value.
FINANCIAL MANAGEMENT
Fashion Managers need to understand how the financial statements interrelate and what information they convey; the understanding and use of management tools that help them to use the information in the financial statements to analyze the company’s performance; and the understanding and use of tolos that can help managers with decision making.
MARKETING STRATEGIES
Looking at a business opportunity from a marketing point of view is capital in the fashion industry, understanding the role of marketing in the organization and its methodology. This anable students to build up a coherent and strategic marketing plan.
TIME MANAGEMENT
Students realize that Time Management is in their hands: how to decide priorities, make things be done, keep yourself in calm, without stressing and enjoying both your profesional and personal time. They acquire the knowledge participating in different dynamics and giving real examples from professional experience.
EMERGING MARKETS & INTERNATIONAL MARKETING
Students analyze why the Fashion & Luxury Business is one of the most “globalised” sectors of the Economy, from the offer point of view (as many brands realice that can sell the same products everywhere) and the demand point of view (as some countries concéntrate the competitive advantage to produce certain type of garments). Also learn the process every fashion company has to go in order to start business overseas.
INTERNATIONAL COMMUNICATION CODES: CHINA COMMUNICATION CODES
The contents taught throughout the subject are about aspects and codes used for communicate products and services to Chinese consumer; Chinese cultural dimension, traditional values, the most influential figures and brands in Chinese society, doing business and things to know about the Chinese luxury consumer.
China communication codes bring elemental skills to students for planning and following a convenient strategy over this vast market.
RUSSIA COMMUNICATION CODES
Students implement the communication codes applicable to the Russian market, especially those related to the sphere of business culture, media, consumer and interpersonal relationships; understanding the challengesn and the opportunities of the current market situation in Russia, it’s characteristics of an emerging market for international companies and brands.
The classes are focused on a number of key aspects, such as the country and the market, brands and consumers, human capital and resources.
This knowledge is embodied in the practical work during the sessions.
PEOPLE MANAGEMENT
Anyone in the fashion management business needs to acquire a successful people management mindset, as well as build trusting relationships with their teams and stakeholders in order to grow and succeed in the marketplace. This subject offers the key concepts in HR people management anyone should master in order to achieve great results.
Fashion Expertise
This module exposes students to the different disciplines involved in the fashion system,and needed to conceptualize and implement innovation in fashion business.
COMMERCIAL DISTRIBUTION & SUPPLY CHAIN
Distribution is key for the Economy and, especially, for the Fashion Business. Students should know the different aspects of the relationship between the manufacturer, the wholesaler, and the different ways of taking the product to the end-consumer.
BRANDING MANAGEMENT
Fashion Brands bring together a complex world of significance, represented in each of their manifestations: clothes, packaging, advertising, communication, services, and more. Students work on Kapferer’s methodology as a strategic tool when analyzing brand strategies, their consistency and competitive value.
COMMUNICATION STRATEGIES
The goal is to give the students the knowledge to understand which are the actors, the strategies, the procedures, and the ability to manage the tools that give shape to the company’s communication in the fashion business.
LUXURY FASHION SYSTEM
The luxury market is the only sector that continues to grow in times of crisis. Luxury brands perfectly define their reference market and that makes it possible to illustrate examples of success in brand building and strategic positioning. The subject is taught through a combination of lectures and practical examples.
RESEARCH FOR DECISIONS
Understanding of main concepts around market research is important to think under the research paradigm, in order to obtain better results in the professional projects.
Students learn about key concepts and approaches through case studies.
SEMIOTICS
Semiotics or semiology is the discipline that studies the signs, the signifying systems and the processes through which meaning is built. Students are given the elements to develop a cultural/critical thinking on meaning and how it is built to apply this knowledge in the fashion management and marketing world, both in professional practice and the analysis and production of discourses (texts, images, campaigns, etc.)
TRENDS & FORECAST STRATEGY
Students realize the importance of understanding trends and their use in the fashion business for strategic purposes.
Based on coolhunting methodologies combined with secondary and primary techniques, students practice this relevant tool identifying the key elements when performing.
FAST FASHION SYSTEM
Understanding of the fast fashion system and its main players is important. Through the lectures and group discussions the students analyze and learn in detail all the activities, processes and interaction among the department’s teams that are required to create, develop, manage and launch successful products.
ART DIRECTION
Who a fashion art director is? Students learn about his functions, his importance, and his heritage; and be able to analyze a brand and a market; to communicate the universe of a brand and a project through a mood board; to make a presentation /sale of a brand, to design a new brand, and the universe/art direction into all the stages of the fashion collection making off.
VISUAL MERCHANDISING
The Visual Merchandising is as one of the most essential elements in retail fashion business development. In fact, however a product is distributed, the essence of a company’s success lies in retail performance, which draws its strength from a motivational ¡ atmosphere and a close-knit, professional team. Students learn practical methods for market, retail and product / service analysis.
PRODUCT MANAGEMENT
Students learn about the fashion field and, significantly, on fashion product, with analysis of
the unique nature of product-development processes in these industries, mainly in clothing and accessories ranging but also in exploring the furnishings, automotive, appliance products, until to consider these products as luxury goods.
FASHION MARKETING ON LINE & E-COMMERCE
The Master course gives a structured approach to marketing for and within digital media, as a key success factor for the 21st century fashion business challenges.
The goal of the area of e-commerce is to give an overview visibility of the ecommerce sector, get the students understanding and make possible the creation of an ecommerce project
SALES TECHNIQUES
Students will learn the basicssales strategies in the fashion industry both from a theoretical perspective and practical application, and will understand the sales process from the perspective of the customer and the seller, getting to know the tools necessary not only to sell but also to increase the loyalty.
RETAIL EXPERIENCE
The objective of the subject is understand in detail the dynamics behind the retailing in fashion marketing, their main management techniques and strategies, from a practical perspective, through a final project.
BUYING & FORECAST
To provide a full all-round understanding of the tasks involved in a buying process.
Approach from a holistic point of view, buying a brand, a finished product or a CMT. Understand the key concepts involved in assessment and analysis within the buying process, relevant KPI’s and retail math as well as understand buying projections, assortment planning and management of timelines.
Personal Skills
This module provides students with the tool to lead and manageteams, projects and plans successfully.
CREATIVE PERSONAL BRANDING
Leaders should develop an in-depth awareness and understanding of themselves as well of others to identify common ground and differences. The students learn how to develop a personal identity strategy, and how to expand this application to group identity.
DESIGN THINKING
The goal is to know the key elements of Design Thinking, find it’s real strengths and weaknesses so professionals can better understand when, where and how to get the best from this tool.
And students will also learn the tools used by service and experience design professionals and apply them to a direct project.
PROJECT MANAGEMEN
The basic processes and tools of Business Project Management from Initiation to Closure, are capital for any manager. Students will work on Project Scope Definition, Project Time Planning, Project Cost Estimating, Project Risk Management, Project Presentation skills.
PUBLIC SPEAKING
Students will develop an in-depth awareness and understanding of themself as well of others to identify common ground and differences. Based on the insights gained during the workshop the class develops and presents a class identity strategy. The class consists of a short daily introduction lecture followed by interactive exercises and debriefs.
CAREER PATH & PORTFOLIO
To prepare a structured, relevant and succinct online and off-line curriculum and portfolio needs some methodologies and knowledge about how to present us professionally.
This in turn will enable them to obtain the best posible working position.
INTELLECTUAL PROPERTY & LICENSING
An introduction to intelectual property focused on creative industries. The student will obtain a basic knowledge on trademarks, copyrights and industrial designs from an international point of view, including the Internet.
PROJECTS
Students are proposed to approach Design and Innovation from an integral point of view so, they are constantly developing relevant projects in teams and focused on proving all the skills developed. They have to face two main real industry projects, a special investigation project at IdeaSquare and their final Personal Research Project.
REAL INDUSTRY PROJECTS
Following the learning-by-doing methodology, the learnings and competences achieved are applied at the transversal real industry project alongside the program. The are challenged to identify the broader problem statement that require an analysis of all of the user touch points with the company in order to guarantee a relevant and consistent experience across them.
The projects are commissioned either by multinational companies competing in the global economy, or local companies competing in the international markets.
In the first module the project is based on a research for innovation opportunities, in the second one on innovation concepts for strategic ‘go to market’ initiatives.
PERSONAL RESEARCH PROJECT (PRP)
The PRP is the Master culmination and should demonstrate that the student has acquired skills, knowledge and analytical capabilities. It is the single most important piece of written work that students undertake during their Research Study Program.
This project is an original piece of research involving primary data collection which aim is to undertake an individual work that meets the requirements outlined in these guidelines in order to achieve a passing grade.
The PRP bases are focused in the last part of lecture hours so that students can work on it during the final part of the master. It is presented to a special faculty cloister at middle
December.
The objectives of the thesis process are the following:
- To identify a feasible project in the student’s area of study
- To establish clearly defined objectives and/or questions to be investigated
- To design and implement an appropriate (design research/process) methodology
- To understand the adding value proposition (concept)
- To create a business development plan based on the previous concept.
- To create feasible and concrete design proposals
- To demonstrate analytical skills and produce valid findings
- To apply theory to practical reality
- To draw appropriate conclusions and recommendations where necessary
- To produce a well-organized and written final document and an effective oral presentation of
the thesis
COLLABORATION WITH COMPANIES
In previous editions of the Master in Fashion Management students worked on projects with different companies, such as:
ALSOLETE
BCN BRAND
DESIGUAL
JUST4U
MALAS MENINAS
MANGO
MIT MAT MAMA
MOVING MOOD
PAEZ
PEPPERLINE - NUDIE JEANS
SKUNKFUNK
TUUM
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