FROM ONLINE STRATEGIES TO TRANSMEDIA STORYTELLING

Digital Fashion is requiring professionals to combine marketing, management, and visual design in order to foster a unitary strategy to build a new “customer-centric culture”. Thanks to an interdisciplinary perspective, the course will introduce the concept of digital narrative, focusing on the best practices of communication strategies in fashion and lifestyle. A strong focus will be given to digital marketing techniques, from the aspirational top-down approaches to the newest management of customer engagement strategies, influencers management and social media management, finalized to different relationships: business-to-business, business to consumer and consumer-to-consumer (social networks, e-commerce platforms, social shopping).

Thanks to an interdisciplinary perspective, the course will introduce the concept of digital narrative, focusing on the best practices of communication strategies in fashion and lifestyle. A particular focus will be given to digital marketing techniques, from the aspirational top-down approaches to the newest management of customer engagement strategies, influencers management and social media management, finalized to different relationships: business-to-business, business to consumer and consumer-to-consumer (social networks, e-commerce platforms, social  shopping). In the final part, visual branding strategies, corporate branding and 3.0 web resources will be analyzed, from design-based tools for fashion digital communication, to the understanding and management of the main metrics, KPIs and reports, combining SEM, SEO and SMO tools, the use of softwares combining them with tools that allow the organization of content management, and Performance Analysis tools, analyze Insights and monitor Conversions, Engagement, Impressions, CTR, CPA, CPC, CPM for the new digital fashion brands.

The didactic model proposed in the courses of Milano Fashion Institute is innovative: not only in-class lectures, but also case studies and best practices, project works and laboratory activities. The course is based on the three main pillars:
_ DIGITAL FASHION MANAGEMENT, for the understanding of main managerial practices and strategies related to digital communication for fashion & luxury companies;
_ DIGITAL FASHION MARKETING, for the knowledge of the main techniques, tools, KPIS and best practices of marketing strategies applied to the industry;
_ DIGITAL BRANDING & DESIGN, for the understanding of the processes of branding and brand design applied to the digital fashion.
 

DUBAI CERTIFICATE PROGRAMS. OUR TARGET.

MFI Certificate Programs are specifically designed for both graduate students and young professionals willing to specialize on key relevant issues that characterize the contemporaneity of the fashion and luxury industry.

Lasting 6 part-time weekend, they are designed for combining in a unique way the internationally recognized know-how of MFI Faculty, on the topics of management, design and communication, to the thrilling job market of Dubai and the U.A.E. An international level experience, that combines the flexibility of the learning methods, to the rigor and expertise of one of the most qualified high-education centers in the world.

New dynamics, best practices, successful strategies, Certificate Programs offer an innovative experiential approach, for an international audience of qualified professionals.

The course is well suited for graduate students, young managers, professionals and young entrepreneurs that are willing to deal with the challenges of the fashion businesses. It’s an excellent opportunity to understand the most current legal issues and consequent best practices in the industry, that can involve different professional figures: from lawyers, to licensing managers, product managers, retail managers.

Students completing the Certificate Program will be able to:
1. Know the communication processes of fashion and luxury companies
2. Understand the main communication strategies and their relation with fashion & luxury business models
3. Know and manage main inbound and outbound marketing techniques, main KPIs and analytics tools
4. Manage visual digital branding phases and define social media differentiation strategies.

LORENZO MORGANTI
He is architect, started his professional career at Renzo Piano’s construction site for the Auditorium in Rome. He designed childcare centres and developed the concept design for a chain of Italian beauty centres in China and Malaysia.
For Politecnico’s Department of Design he has developed several research projects dedicated to the retail sector and to product design (becoming coinventor of an American and European patent). For Altagamma, he designed the architectural and interior design of the new concept food store Larte, in Milan city centre. He also designed several exhibitions, from the International prize “Nest Award” (Triennale Milano), to “Italian Design and Crafts” (Dhub Beijing) and “The Italian Beauty” (VOD Dubai). Visiting professor at the Beijing Institute for Fashion Technology (BIFT) and Beijing Jiaotong University, he has taught Retail design - Visual Merchandising and Retail environments at the School of Design of the Politecnico and in several courses for professionals.