Fashion Business, Digital Communication and Media BA (Hons)

Istituto Marangoni

In a media-dominated world, being able to communicate and connect with consumers through different media techniques or channels is one of the most sought after and relevant skills in the fashion, luxury and creative industries. This three year full time Fashion Business, Communication & New Media course provides a broad education in contemporary communication channels, including online tools, video, and printed media using images and copy, together with the most innovative technologies, to create and enhance business communication strategies specifically for the fashion and luxury markets. Understanding the relationship between product, consumer target and market placement is key to producing a successful media communication proposal.

This dynamic fashion course investigates ways to create the ‘buzz’ that is necessary to increase brand awareness, while also respecting brand image and any constraints of an assigned brief, or communication budget. Participants follow an extensive analysis of style, understanding how language, visual image and sound can influence emotions and consumer behaviour, defining and disseminating fashion ‘trends’ as inspiring ideas not only in clothing, but also for accessories and all areas of the luxury and creative industries. Taking a look at historical and contemporary examples of fashion, image and photography, participants learn how to incorporate and captivate the magic of fashion and luxury in videos, web platforms and through social networks. They understand the philosophy, growth and importance of social media in business, and learn how platforms such Facebook, Instagram, Pinterest, and Twitter are used to represent an organisation, promote a product or a brand, and are powerful tools in connecting with consumers by creating a loyal following. The course focuses on editorial skills for PR and press activity including fashion writing and copyediting, as well as media planning, creative direction and fashion shooting – perfectly balancing traditional and new media communication activity. Via the study of semiotics participants analyse the world of verbal and non-verbal communication, learning how to take simple gestures and turn them into influential promotional conversations.

This course is part of the fashion business study pathways. With fashion business as the core subject, participants specialise in the chosen area of interest (communication & new media), positioning themselves as an industry expert with a specific and highly sought after professional profile.

This course is also available as a BA (Hons) four year course (including placement sandwich year)-*.