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Course 2018-2019 a.y.

30436 - FASHION AND DESIGN MANAGEMENT

BSS
Department of Management and Technology

Course taught in English


Go to class group/s: 95

BSS (6 credits - I sem. - OP  |  SECS-P/07)
Course Director:
GABRIELLA LOJACONO

Classes: 95 (I sem.)
Instructors:
Class 95: GABRIELLA LOJACONO


Prerequisites

Basics of Business Strategy and Key Financial Ratios.


Mission & Content Summary
MISSION

Milan is recognized as a fashion capital, with first-rate shopping and design districts where prestigious brands have their Headquarters. Taking advantage of a cross-industry approach, this course provides an in-depth understanding of business models and growth strategies of the global fashion and design industries. The course provides an overview of the global fashion and design industries and an in-depth understanding of business models and growth strategies. The course adopts a cross-industry approach, analyzing business strategies pursued by companies in different contexts: apparel and accessories, interior design, beauty, both in the high end and mass market segments. All these industries show a high rhythm of innovation and are based on creativity. A specific focus is dedicated to the “Italian Model”. The core topic in all these industry scenarios is the connection between pure creativity and managerial activities. This is why a focus in the course is deserved to management of creativity through a project work run in class. Course objectives, attuned to the industries mentioned above, can be synthesized as follows: - Understand the dynamics of the global landscape. - Analyse innovation strategy and how companies manage the product portfolio. - Highlight the relationships along the value system and the importance of suppliers. - Depict the main retail business logics. - Learn how digital strategies could enhance customer loyalty.

CONTENT SUMMARY

The course includes five core modules:

  • The Backdrop of Business Strategy: introducing the industries related to fashion and design and the relevance of Made in Italy.
  • Creativity and Management: Methodologies and Tools.
  • The Fashion Industry.
  • The Beauty Industry.
  • The Interior Design Industry.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS

Traditional lectures alternate with case discussions, interaction with outstanding guest speakers and group work sessions. Students participate to an evaluated assignment aimed at putting into practice research methodologies learned in class.


Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
    ATTENDING AND NOT ATTENDING STUDENTS
    • 40% Project work.
    • 60% Individual Written Exam (multiple choice and short open questions).

    Teaching materials
    ATTENDING AND NOT ATTENDING STUDENTS

    Handouts and selected readings available at the Bocconi Library and E-learning platform:

    • G.LOJACONO, G. ZACCAI, The Evolution of the Design Inspired-Enterprise, MIT SMR, Spring, 2004. 
    • L.CARCANO, G. LOJACONO, Made in Italy Industries, EGEA, 2018.
    • E. CORBELLINI, S. SAVIOLO, Managing Fashion and Luxury Companies, ETAS, 2009 (not compulsory).
    • N. MISANI, P. VARACCA CAPELLO, Fashion Collections, EGEA, 2017 (not compulsory)
    • P. VARACCA (con A. BRANCHINI, E. MERLOTTI, N. MISANI), Fashion & Luxury Insight, 2015, www.Altagamma.it.
    • Cases: Almax, Valentino.
    Last change 16/06/2018 23:03