The course Postgraduate in Marketing and Communication IED Fashion Rio fashion professionals able to create and implement communication strategies and marketing from the perception of opportunities, combining the identity of the brands in contemporary marketing context.
THIS PROGRAM IS IN PORTUGUESE Taught
Create and implement communication strategies and marketing from the perception of opportunities, combining the identity of the brands in contemporary marketing context.
3rd Panel and Mkt With Fashion
Classes: Tuesday and Thursday - 19h30 to 22h30
Hours: 400 hours
Description and Objectives:
The course Postgraduate Diploma in Marketing and Communication IED Fashion Rio Professional way able to create and implement communication and marketing strategies from the perception of opportunities, combining the identity of the brands in contemporary marketing context.
With emphasis on the Brazilian scene at its interface with the domestic and foreign markets and exploitation of segments - from production to consumption experience - the course offers courses that address the communication and marketing strategies, the fashion chain, behavior, innovation, retail, branding and creative economy, also featuring workshops conducted by professionals.
Designers from all areas, professionals with training and a degree in fashion, textile, advertising, communication, journalism, marketing and related fields as well as people with experience in the fashion industry.
Cultural: Fashion systems, interfaces Contemporary Fashion, behavior and Innovation, Trends and New Scenarios, Creative Economy and Entrepreneurship; Chain and Fashion Market; Processes and Brand Management.
Technique: Brand Management; Fashion Marketing Plan; Strategic Marketing; Finance; Registration Marks and Intellectual Property; Integrated communication; Communication plan; Fashion Communication.
Projetual: Planning project Marketing and Communication. Final project creation in the fashion area of marketing and communication exploring different languages, content and techniques.
* The IED Rio reserves the right to postpone the course if you do not get a quorum.
Gláucia Centeno is a journalist with training in fashion. Master in Communications from PUC-Rio, an expert on the history of Brazil by Candido Mendes University and Business of Film and TV FGV.
Teaches in undergraduate and graduate programs in Business Administration, Communication and Design in institutions Cândido Mendes, Senai Cetiqt, UVA and Estacio. Coordinated the course of Fashion Design of Unipli by 2011 and the Fashion Center Estacio by 2006.
Researcher in the areas of fashion, culture and identity, also served as manager of postgraduate courses in Behavior Research and Consumer Senai Cetiqt and Fashion Design distance at the same institution.
Module 1 - 30H
Seminars: 30H will be held debates on contemporary issues of market and encounters with cross-cutting themes to the postgraduate courses.
Module 2 - 36H
Marketing and Fashion Communication - concepts: 18H This course will discuss concepts, context and terminology relating to the areas of marketing, communication and fashion.
Fashion Culture: 18H Discipline present systems and fashion phenomenon interfaces from different areas of knowledge, and fashion references regarding styles, contexts and markets. Also will address the relationship between fashion and different fields to create new discourses.
Module 3 - 36H
Chain and Fashion Market: 12H In this course, the student will contact the workings of the fashion chain and its specificities, the textile fiber the marketing of the product, through the spinning industry, weaving, production, finishing, beneficiamentos and distribution fashion product.
Brand Management: 12H This course will present concepts of branding, as well as methods, practices and tools of management processes in relation to sub-brands and product lines that make up a fashion brand, highly relevant in the contemporary context elements.
Meaning process in Fashion: 12H From the symbolic and communicative aspects of fashion-related objects; discipline will address the construction of meaning in the productive sphere and the subject-object relationship as well as production conditions, agents, contexts.
Module 4 - 36H
Behavior and innovation: 12H The consumption phenomenon as experience and their relationship with new behaviors and practice of innovation in contemporary society are the main elements discussed in this discipline.
Trends and new scenarios: 12H trend concept, macro and microtêndencias. In this course, the student will have access to tools for research in the field of fashion, and mapping techniques and record trends for the construction of new scenarios.
Creative Economy: 12H Of great importance in the contemporary scene, the creative economy and entrepreneurship will be addressed as a strategy capable of integrating various sectors and leverage local development, from the references of identification of the cultural and creative sector.
Module 5 - 36H
Workshop 1 - The Case Brazil: 12H One of the course differentials, this module focuses on Brazil and its particularities in the national and international fashion market. The course will present the cultural and social contemporary setting; fads, new behaviors, local culture and specific territorial contexts.
Workshop 2 - TCC: Br Market Outlook: 24H This workshop aims to present the diversification fashion segments in Brazil and its specificities and its main perspectives, such as luxury, People's Market, Fast Fashion, Local DNA, and- commerce, among others. The content featured in this workshop will be a reference for conducting the TCC (Work Course Conclusion)
Module 6 - 36H
Strategic Marketing: 24H Discipline submit content such as marketing indicators Analysis, Diagnosis and implementation strategies, market cycle and marketing mix in the context of fashion.
Fashion plan Marketing: 12H In this course, the steps and elements of the marketing plan aimed at the fashion area will be addressed considering situational analysis of market, organizational information, user analysis and market tactics and operational actions.
Module 7 - 36H
Integrated communication: Thematic 24H of great importance in the market, this course will present different types of communication (strategic, tactical and operational) and its use in the contemporary context. Characteristics and peculiarities of the use of different media (TV, radio, internet, newspaper, outdoor and mobile).
Communication Plan: 12H will be addressed in this discipline steps and elements of the communication plan, as well as their preparation and development in the context of fashion.
Module 8 - 42H
Fashion Communication: 18H Contemplating areas as specialized press, advertising, PR and events, the course will deal with the use of media in the contemporary world of fashion, its diverse applicability and multiple platforms.
Visual Merchandising: 12H this discilina the student will have contact with possible discourses related to the field of fashion, as well as the reflection and embodiment of language and its nature as representation and communication object. Also will be presented the strategies for building spaces and product communication elements and services, to promote experiences that strengthen the brand identity and the relationship with the public.
Digital Marketing: 12H The course will address the specifics of the digital channels of direct marketing and collaborative tools for building content, beyond the perception of consumers and the online relationship. Also discussed the digital commerce and marketing planning for activities in the internet environment.
Module 9 - 36H
Legal and financial aspects of the business: 21H understanding of the financial environment, cost and pricing, legal protection of authorship, intellectual property, privileges and thematic records will be covered in this course.
Eco Sustainability and Corporate Social Responsibility: From 15H great emphasis today, this content will be addressed in the discipline through the fashion context in the contemporary scene from the benchmarks of sustainability and social responsibility.
Module 10 - 36H
Research methodology 12 Introduction to the basics of scientific methodology and the main lines of epistemological thought, with emphasis on contemporary views.
Teaching of Higher Education: 12H Career Management: 12H The course will aim to discuss the planning and consolidation of professional career in the contemporary business environment. Job Completion Course - 40H TCC - Completion of course work: 40H This course will be conducted applied projects marketing and fashion communication focusing on the Brazilian scene, related to one of the perspectives or approaches presented throughout the course.