Master in Fashion Direction: Brand & Communication Management
Brands have cultural identities and roots, which often come out from the products and the company’s technical expertise and craftsmanship, while in other cases it is the result of a careful brand strategy and communication architecture. The management and exploitation of this area are increasingly important for global competitiveness In this area, professionals are required to possess skills in order to create value for the final customer and the different other targets of communication and marketing strategies, as well as being able to interact with all the segments of the pipeline from design and product management to marketing and retailing.
As a matter of fact, companies are conceiving these roles as based on multidisciplinary competences and on the ability to interact with various “cultural languages”, understanding the sophisticated different feelings, moods and approaches that different market’ segments and targets possess, with traditional and digital tools and channels,
Thus, the capability to translate this cultural D.N.A. and heritage into policy and managerial guidelines for the different processes involving brand positioning, advertising, and marketing, communication and promotion is the next challenge that companies are facing.
Visual imagery, communication conception, digital management, layout design, events and press management are the founding pillars of this profession. Milan – the Italian capital city of communication – the ideal setting and a competitive edge for a comprehensive learning environment.
The Master Course is completely in English. During the whole course, an Italian - English bilingual Teaching Assistant is available for both Italian and foreign students.
Start of registration: 15 February 2021End of registration: 30 November 2021Orientation day: 21 January 2022Lectures’ start: 24 January 2022Internship: starting from September 2022Duration of the Master: 1 year, 60 credits, 1200 hoursAll the Milano Fashion Institute's Masters are first level University Masters, accredited by the Polytechnic of Milan, School of Design. All the Masters will release 60 university credits (CFU, i.e. "crediti formativi universitari").
The educational model adopted is characterized by multi-disciplinary activities conducted by teachers from three universities along with experts coming from the most important and qualified companies in the industry.
The contents of the Master integrate different interdisciplinary themes for better understanding and managing the processes of fashion product development and marketing through the whole pipeline. The Master consists of 720 hours of classroom lectures and a final internship of at least 480 hours.
The structure is composed of six learning blocs: warm up, quantitative & project tools, fashion pillars, fashion processes, curiosity, fashion practices, field projects, empowerment & internship. The objective is to accompany the student to the progressive knowledge of the industry and the key processes that characterize the professional profiles involved in the brand management.
Lectures are organized into modules based on the presence of teachers from different areas that can transmit a complete picture of the structure and functioning mechanism of the industry. They include a part of the theoretical framework and a large space devoted to exercises, with the aim of transferring methods, techniques and concrete working tools.
The master course includes a full calendar of activities, besides lectures and laboratories activities, that represent an effective tool aimed to establish links between students and the job market, promoting the employment of professional trainees by leading companies.
Students can supplement in-classroom activities with a program of field seminars, involving visits to companies and important industry trade shows. The goal is twofold: to offer the opportunity to develop their knowledge about companies with different organization systems and that work in various product categories, as well as the understanding of the timescales, product development models, and marketing methods. These activities are optional and travel expenses are paid by students themselves.
Empowerment and career management
Empowerment activities provide support to the process of personal and professional growth of the student. In particular, the course is aimed at developing interpersonal skills, the management capabilities of group dynamics, the ability to positive comparison with the various organizational and professional contexts. The module also includes a section devoted to career management, which has the goal of helping students in the selection processes through, for example, the preparation of CV and portfolio.
In particular, the course is composed of the following modules:
a. Introduction to the internships' regulations A module dedicated to the knowledge of the Italian Labor law on internships, the statutory requirements for both host companies and interns, and the regulatory framework for granting the curricular nature of the activity.
b. Introduction to the Job Market The module aims to increase the knowledge of the professions of the fashion system, which are the best practices and job offers from fashion companies.
c. Orientation d. Self Assessment & empowerment A module dedicated to the enhancement of the student's profile and its ways of interaction with companies, through the conduct of workshops and dedicated support for the preparation of the resume and cover letter in order to better prepare the candidature.
e. Company links Activities aimed at ensuring the student the required visibility of their professional profile to the companies in the sector, through a direct contact between Milan Fashion Institute and the most representative actors that compose the fashion industry, in order to promote interviews with companies.
f. Internship Mentoring Activities aimed at mentoring and supporting the student during the internship experience through the composite evaluation of this experience, and the monitoring of the internship in progress.
Internships are one of the most salient experiences offered by the master course and are supported by a network of leading firms in the fashion sector, thanks also to the cooperation with the National Chamber for Italian Fashion and by a rich network of relationships established over the years by the three founding universities with the Italian and international fashion business system.
Internships last a minimum of 3 months, allowing students to apply the skills acquired during the course to real working situations, with guidance and advice provided by experts with extensive experience and a range of different professional backgrounds.
The internship module is activated by Milano Fashion Institute through a series of activities that constitute the activities of empowerment and career management: Introduction to the internships' regulations, Introduction to the Job Market, Orientation, Self Assessment & empowerment, Company links, Internship Mentoring.
Internships, therefore, represent unique placement opportunities for course students and an effective tool to help the companies involved select excellent people.
Milano Fashion Institute actively promotes the communication of internships’ offers through constant contact with the industry's leading companies. The search and finalization of internship must be carried out by the student. In order to find an internship, Milano Fashion Institute provides many opportunities and tools, through the programs of identification, reporting, and collaboration with the most important companies in the sector, as well as the active signaling of students’ profiles.
Among the companies that collaborate with the Milan Fashion Institute:
Camera Nazionale della Moda Italiana • Arcoretail • Ballantyne • Bally • Benetton • Bottega Veneta • Braccialini • Brooks Brothers • Brioni • Brunello Cucinelli • Burberry • Calzedonia Group • Canclini Tessile • Chanel • Coin Excelsior • Condé Nast • Conbipel • Corneliani • CP Company • Diesel Group • Dolce & Gabbana • Dondup • Eurojersey • Ermenegildo Zegna • Etro • Fendi • Ferragamo • Fratelli Rossetti • Frau • Furla • Geox • Giorgio Armani • Gruppo C14 • Gucci Group • Hearst Magazine • Hugo Boss • Jil Sander • Lanvin • La Rinascente • Levi’s • Liu Jo • Logan • Loro Piana • Louis Vuitton • Luciano Padovan • Maliparmi • Mantero Seta • Marni • Max Mara Group • Miroglio Fashion Group • Moncler • Moreschi • Moschino • Neil Barrett • Neinver Italia • Penelope • Pomellato • Pinko • Ports1961 • Privalia • Ralph Lauren • Ratti • Reda • Roberto Cavalli • Slam • Staff International • Stella Mc Cartney • Stone Island • Swinger • Tod’s Group • Valentino Fashion Group • Versace • Vivienne Westwood • Yoox
The professional figures
The Master in Fashion Direction: Brand & Communication Management is aimed to train young professionals with advanced communication and digital skills (i.e. verbal and visual), a deep artistic and cultural knowledge, together with organizational and management skills.
The professional figures are Junior professionals able to support in a qualified way the STYLE and MARKETING areas, as Fashion Stylist, Fashion Editor, Visual and Artistic Researcher, and Trend Analyst, Cool Hunter, Junior Marketing Manager, Event Manager; the COMMUNICATION area, as Communication Manager, Social Media Manager, Digital PR, Digital Content Manager, PR Manager, Press Office Manager; lastly, the CULTURES &HERITAGE area, as Cultural Heritage Manager, or Corporate Sustainability Manager.
Because this is a highly innovative area, the potential of the profile will be developed by a faculty of professors and lead practicing professionals, and through a selection process that favors participants coming from different background (mostly from degrees in communication, design, management), if demonstrating a significant interest to all the signs of social and cultural innovation and their possible translation into policy strategies and tools. A classroom of students from different backgrounds recreates the skills of typical cross-business teams and promotes the conditions for the development of abilities in terms of both innovation and creativity, together with project innovation in the field of communication.
Milano Fashion Institute’s Masters stem from a clear cultural aim of training new professional profiles able to understand the changes in the fashion industry and to trigger innovation in the organization of creative, managerial, commercial and communication process. The profiles formed in the three Masters are the result of years of research and training in the fashion industry by the three excellent Milanese universities, each oriented to different and crucial aspects: management, design, and communication.
In particular, these professionals are a sort of "hybrid", with multi-disciplinary training, able to act proactively as "intermediaries" between the purely creative profiles (designers, art directors, architects, visual) and purely managerial profiles (marketing, commercial, production controller)and lastly communicative profiles (communication manager, social e new media manager, fashion editor, events manager). These wider competencies, that often in companies are acquired only after years of experience in various business areas, have been finalized in three areas considered strategic for the fashion business, especially in the current phase of revision and reorganization determined by conditions of crisis:
_the management and planning of the creative processes and of collection development: from the coding and understanding of the values and stylistic codes of the brand, to the ability of declination of these codes within the various product categories and product lines; to the planning of collections through merchandising planning, selecting and managing suppliers, and finally the organization and management of the processes of trade marketing and communication (Master in Fashion Direction: Brand & Product Management)
_the integrated management of creative and managerial processes related to distribution, in the different business models (brand designer or industrial groups integrated downstream in the direct retail; retail channels in partnership with brands and independent retailer, as franchising, shop in shop, corner, etc; retail chains, as department stores, fast fashion retailers, mass retailers; small independent retailers, as individual shops or small local chains (Master in Fashion Direction: Brand & Business Management)
_the management and design of research strategies, communication strategies and the enhancement of cultural company heritage: from the qualitative and quantitative analysis of the consumption to the identification and interpretation of trends; from the linguistic innovation in corporate communications and media channels to the governance of the new digital communication formats and channels; from the enhancement of the cultural, material and relational heritage, to the management and design of social responsibility programs (Master in Fashion Direction: Brand & Communication Management).
Scholarships available for Master 2022
Milano Fashion Institute offers each year to its applicants' several scholarships, which cover half the costs of enrollment in the Masters, and are offered by Italian companies active in the fashion industry.
How does it work?
The attribution of scholarships takes place before the beginning of the course, considering both income and merit criteria, by the Academic Commission. The admission to the Master is independent of the grant of any scholarship.
How to apply?
The application form for scholarships is included in the "Application Form" of each Master, and it is downloadable on https://www.milanofashioninstitute.com/apply-now, under the page "Apply". Once you have submitted the Application Form, the Academic Commission shall decide on any assignment, with notification of the result by the beginning of the course. For any further information, please read the rules inside the module.
To whom are the scholarships aimed?
The scholarships are aimed at both Italian citizens and foreigners who wish to attend the Masters of the Milan Fashion Institute.
By when to apply?
The application for scholarship should be submitted by the deadline of enrollment of the Master. For Masters 2022, the deadline is November 30, 2021.