This program will help you develop a communication strategy that competes within the fashion and luxury industry to attract young audiences to a brand"

Throughout the years, communication has been an indispensable factor for human beings. With the advent of social networks and digital media, the way in which a message is sent and received has been perfected, as the objective is to encourage users to perform a specific action. In this sense, many experts have already determined the indispensable tools to favor the process of telling a story through images and words.

Therefore, this Hybrid Master's Degree in TECH will help the professionals in this sector to analyze the application and study of communication in the field of fashion and luxury. For this, you will first have a 100% online modality, in which you will be able to understand in depth the nature of the message and its basic components. This will allow shaping the information structure of a brand using tools such as Storytelling.

This first part relies on the experience of professionals with extensive careers in this sector, such as journalists and fashion and luxury professionals. All of them have worked with various marketing and communications teams, so they are prepared to address issues related to the development of an analysis of current trends or the process of perception and interpretation of the interlocutor.

Throughout the course of the syllabus, the student will analyze a multitude of practical cases to understand and reproduce the communication process effectively, adapting it to each channel, company profile, and target audience. This will be indispensable for writing a press release, blog, or advertising copy that identifies with the brand ecosystem being managed.

After completing the theoretical program, the student will be able to carry out an on- Practice internship in a prestigious agency. Here, you , will carry out a series of activities that will prepare you to face any situation in your daily practice. In addition, you will not be alone, as you will have the support of a specialist attached to the company, who will teach you how to perform the activities of a director.

For 3 weeks you will be able to perform the activities of a communications manager, implementing CRM to automate the content that is broadcast on social networks"

This Hybrid Master's Degree in Fashion and Luxury Communication Management contains the most complete and up-to-date educational program on the market. The most important features include:

• Development of more than 100 case studies presented by experts in communication in Fashion and luxury
• The graphic, schematic and practical contents with which they are conceived, gather Specific information on those disciplines that are essential for professional practice
• Integral plans for systematized action in the business field
• Algorithm-based interactive learning system for decision-making in the situations that are presented to the student
• Practical guides for the use of the main business sciences tools
• Special emphasis on the most innovative methodologies for the application of communication techniques in fashion and luxury
• All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is available from any fixed or portable device with an Internet connection
• Furthermore, you will be able to do an internship in one of the best business centers in the world

At the end of this hybrid program, you will be able to lead a communications team to develop messages that identify with the ecosystem of any brand"

In this Master's program, of a professionalizing nature and hybrid learning modality, is aimed at updating professionals specialized in Communication who require a high level of qualification. The contents are based on the latest scientific evidence and are organized in a didactic way to integrate theoretical knowledge into your daily practice and theoretical elements. In this way, the theoretical-practical elements will facilitate the updating of knowledge and will allow decision-making in complex environments.

Thanks to its multimedia content developed with the latest educational technology, they will allow the professional a situated and contextual learning, that is to say, a simulated environment that will provide an immersive learning programmed to prepare in real situations. This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise throughout the program. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.

You will be able to generate social impact and manage the public opinion of a brand with ethical responsibility"

You will be trained to make decisions through observation, analysis, interpretation, and action in relation to professional criteria through critical reporting"

This Hybrid Master's Degree in Fashion and Luxury Communication Management consists of a first part, completely online, in which the student will have access to all the content needed to specialize in this area. During this learning period, you will be able to generate innovative communication strategies aimed at the fashion and beauty industry successfully, propelling your skills to the next level.

The experts that make up the teaching team of this program show a well-versed profile that provides a seal of guarantee and quality for each of the proposed sections"

Module 1. Introduction to Communication in the MBL Industry

1.1. Development and Evolution of the Fashion Industry

1.1.1. Fashion Throughout History
1.1.2. Evolution of the Textile Industry
1.1.3. The Fast Fashion Model and Today's Consumer Industry

1.2. Main Milestones and Characteristics of the Beauty and Perfumery Industry

1.2.1. History of Perfumery
1.2.2. Perfumery as the Main Point of Contact to the Luxury Market
1.2.3. Communication in the Main Beauty and Perfumery Retail Chains

1.3. Introduction to the Sociology of Fashion

1.3.1. Fashion as a Social Agent
1.3.2. Sociology of Trends
1.3.3. Fashion as an Artistic Concept

1.4. Luxury in the 21st Century and the Digital Experience

1.4.1. New Ways of Understanding Luxury
1.4.2. Fashion and Luxury in the Digital Environment
1.4.3. How Digital Tools Can Enrich the Luxury Experience

1.5. Adaptation of the Brand Discourse to Each Communication Channel

1.5.1. Main Communication Channels in the Fashion, Beauty and Luxury Industry
1.5.2. Mapping the Communication Strategy. Choice of Channel and Message
1.5.3. The Profile of the Communicator in Social Media

1.6. Evolution of Brand Legacy in the Luxury Industry

1.6.1. History as a Backdrop. Building a Brand Discourse from the Past.
1.6.2. The Role of Creative Management in the Brand Discourse
1.6.3. Beginning the Brand Legacy in the 21st Century

1.7. Fashion Communication in the Digital Environment. Globalization and the Single Market

1.7.1. Communicating in the Digital Environment
1.7.2. Internationalization of Brands
1.7.3. Effects of Globalization on Fashion and Beauty Communication

1.8. Principles of Branding

1.8.1. The Brand Is What Prevails Management of Intangibles
1.8.2. Tons and Manners Construction of the Brand Discourse
1.8.3. Building a Brand in a Global Market

1.9. Approach to Sustainability in the MBL Markets

1.9.1. Sustainability and Environment in the Fashion System Actors and Processes
1.9.2. Diversity and Inclusion in the Fashion and Beauty Industry.
1.9.3. Sustainability in the Luxury Market

1.10. The Communication Professional in the Fashion Industry

1.10.1. The Role of the Communication Department in a Fashion Company
1.10.2. Outsourcing of the Communication Department The Role of Agencies
1.10.3. Professional Profiles of Communication in the Fashion, Beauty and Luxury Industry

Module 2. Consumer Identity and Evolving Trends

2.1. Fashion as a Social Communication Tool

2.1.1. Expansion of the Fashion Phenomenon and Social Changes
2.1.2. Appearance as a Form of Individual Identity
2.1.3. Elements Defining the Visual Language of Fashion

2.2. Visual Expression of Color

2.2.1. The Importance of Color in Purchasing Decisions
2.2.2. Color Theory and Chromatic Emotions
2.2.3. The Use of Color in the Fashion Ecosystem

2.3. New Consumer Profiles

2.3.1. The Correct Segmentation of Consumers in the 21st Century
2.3.2. Brands Facing New Customers: From Consumers to Prosumers
2.3.3. Trends and Factors Conditioning the Purchasing Process

2.4. Preferences of the Luxury Consumer

2.4.1. The Lifestyle of the Luxury Client: Values and Priorities
2.4.2. The Dynamics of Consumption in the Luxury World
2.4.3. Discovering Luxury Retail and E-Tail

2.5. Observation and Research of Trends in Coolhunting Theory

2.5.1. The Figure of the Trend Hunter in the Fashion Industry
2.5.2. From Trendsetters to Mass Consumption
2.5.3. Trend Research Agencies

2.6. Novelty, Trends and Hype From Innovation to Consolidation

2.6.1. Differentiation of Concepts
2.6.2. Macrotrends and Microtrends
2.6.3. Cycles and Theories of Trend Diffusion

2.7. Methodology and Analysis for Trend Detection

2.7.1. The Art and Science of Trend Spotting. CSI (Coolhunting Science Insights)
2.7.2. Observation and Documentation as Disciplines of Analysis
2.7.3. Methods to Obtain Data From the Interview to the Delphi Method

2.8. The Cosmetics Sector, Beauty as a Lifestyle

2.8.1. The Beauty Industry, the Sale of Intangibles
2.8.2. Market Trends in the 21st Century
2.8.3. The Informed Consumer: The Rise of Niche and Eco Cosmetics 2.8.4

2.9. Concept Stores Physical and Digital Trend Spaces

2.9.1. An Unusual Selling Space in the Right Hotspots
2.9.2. The Shopping Experience Beyond Fashion. Art, Culture and Design
2.9.3. Concept Stores also Online

2.10. Post-COVID19 Fashion, Beauty and Luxury Consumer Trends

2.10.1. What Has Changed Forever in Consumption Habits
2.10.2. What the Shopping of the Future Will Be Like
2.10.3. Sustainability, Technology and Innovation as Key Elements

Module 3. Content Creation: The Message

3.1. Elements of Communication: The Sender, the Receiver and the Message - Slogan

3.1.1. The Communication Process and the Components Involved
3.1.2. Cognitive, Emotional and Social Messages in the Fashion Ecosystem
3.1.3. Evolution of the Advertising Slogan in the Beauty Market

3.2. Traditional Methods of Information Transmission in the Fashion Industry: Advertising

3.2.1. Advertisements as Sources of Value Transmission
3.2.2. The Formation of the Stereotype from the Prototype
3.2.3. The Structure and Composition of an Advertising Cartoon

3.3. New Tools for Digital Content Creation: Ads

3.3.1. Google Ads Algorithm
3.3.2. Matching Levels and Key Metrics
3.3.3. Creating an Ad for the Digital Environment

3.4. Channels for the Diffusion of Content in Fashion, Luxury & Beauty

3.4.1. Fashion Consumer Preferences
3.4.2. The Off and Online Media and Their Complementarity
3.4.3. Trends in the Dissemination of Information in the Luxury Market

3.5. Personalization of Contents in the Luxury Sector

3.5.1. The Style of Fashion Language and Its Technicalities
3.5.2. Happiness, Quality and Functionality versus Cheap, Free and Urgent
3.5.3. Omnidirectional Communication between Brand and User

3.6. Implementing Content Automation in CRM

3.6.1. What Is CRM and What Is It For?
3.6.2. Types of Messages According to Customer Segmentation
3.6.3. Salesforce Structure and Usability

3.7. Design and Layout of the Fashion, Beauty and Luxury Newsletter

3.7.1. The Organization and Structure of the information
3.7.2. Differences between the Press Release, the Newsletter and the Advertisement
3.7.3. Frequency of Notifications and Measurement of Impact

3.8. The Style of Language and the Impact of Image in the Fashion Industry

3.8.1. The "Fashion" Colors: Integrating Pantone in Your Communication Strategy
3.8.2. What Do Fashion Specialists Talk About?
3.8.3. Information Design

3.9. CMS Structure and Application

3.9.1. The Purpose of the Content Management System
3.9.2. Content Types for the Fashion Web
3.9.3. Prestashop

3.10. The Content Plan

3.10.1. Key Points in the Planning of Content in the Fashion and Beauty Areas
3.10.2. Seasonal Campaigns in the Fashion Industry
3.10.3. Launching Flash Campaigns

Module 4. Communication Techniques in the MBL Ecosystem

4.1. The Fashion Ecosystem and Its Composition

4.1.1. Construction and Maintenance of a Phygital Ecosystem
4.1.2. Search Resources and the Development of SERPs
4.1.3. Ecosystem Monitoring and Retrofitting

4.2. Creation of a Brand Ecosystem: SEO, SEM and SMO

4.2.1. Positioning of Digital Content: SEO
4.2.2. The Creativity of SEM Campaigns
4.2.3. The Relevance of SMO in the Fashion Industry

4.3. Differences and Similarities in MBL Brand Communication

4.3.1. Differences between a CMS Website and an E-Commerce Site
4.3.2. Evolution of Communication Objectives
4.3.3. Interaction in Content Creation

4.4. Traditional Offline Communication Techniques: Press Release, News, and News Report

4.4.1. Objective Communication: The Press Release and Relevant Information
4.4.2. Social Communication: The News as a Driver of New Information
4.4.3. Commercial Communication: The Advertorial as a Sales Element

4.5. The Creation of Blogs and Digital Dissemination Magazines

4.5.1. Bidirectional Communication in Static Tools
4.5.2. Structure and Composition of Blogs
4.5.3. Content Creation for Digital Fashion Magazines

4.6. Transmedia Narrative and Storytelling

4.6.1. The Composition of Space and Time in Fashion Communication
4.6.2. Virtual Realism in Transmedia Storytelling
4.6.3. Stages in Storytelling Creation

4.7. The Audiovisual Language in the Fashion Environment

4.7.1. The Strength of the Image for the Beauty Sector
4.7.2. The Storyline in a Brand Story
4.7.3. The Creation of Fashion Icons and Myths

4.8. The Creation of Content Based on the Google Trends Universe

4.8.1. Functioning and Search Dynamics in Google Trends
4.8.2. The Description of the Story in Relation to Keywords and Fashion Tagging
4.8.3. The Integration of Competitors and Virality

4.9. Functioning of an Ecosystem in the Whole Universe

4.9.1. Alignment of Content and Trends
4.9.2. The Musical Atmosphere in Audiovisual Communication
4.9.3. Fashion Films

4.10. Redefinition and Adaptation of the Brand Ecosystem

4.10.1. Creativity, Innovation and Invention as Dynamics of Growth
4.10.2. Inspiration and Aspirations of the Fashion Industry
4.10.3. Reordering the Fashion Universe: Content for the Whole Community

Module 5. Metrics for Communication Analysis

5.1. The Analysis of Communication and the Management of Intangibles

5.1.1. The Evolution of Communication: From Mass to Globalization
5.1.2. Concept and Context of Intangible Assets
5.1.3. The Measurement of the Brand, Identity and Corporate Culture

5.2. Specific Indicators: Beyond the Benchmark

5.2.1. What Is Fashion Made of?
5.2.2. Specific Indicators of the Fashion Environment
5.2.3. The Objective of Measurement and the Choice of Method

5.3. Detection of Measurement Errors

5.3.1. Error Analysis: Inference and the Contrastive Method
5.3.2. Type of Errors and Their Seriousness in Fashion Communication
5.3.3. The Planning and the Budget in the Communicative Actions.

5.4. Traditional Metrics for Communication Analysis

5.4.1. Statistical Principles and Data Structure
5.4.2. Research Methodology qualitative
5.4.3. Types of Traditional Metrics: Structure and Function

5.5. Digital Metrics: Google Analytics

5.5.1. Web Positioning in Fashion Brands
5.5.2. What Are We Measuring in the Digital Environment?
5.5.3. Types of Digital Metrics: Structure and Function

5.6. Creation and Adaptation of the Communicative Product

5.6.1. The Value of the Communicative Product in the Fashion Industry
5.6.2. The Interpretation of Data and the Effectiveness of Solutions
5.6.3. Individual Perceptions Hidden in the Psychology of the Fashion Consumer

5.7. Impact of Measurement on Decision-Making

5.7.1. Appropriate Questions and Hypothesis Formulation
5.7.2. Benchmark and the Competitive Environment
5.7.3. Change Management, Trust and Measuring Success in a Fashion Brand

5.8. Forecasting and Metrics as a Long-Term Strategy

5.8.1. The Brand Behavior Pattern
5.8.2. Frequency Map and Fashion Evolution Analysis
5.8.3. Simulating Innovation Scenarios

5.9. The Analytical Report and Its Presentation

5.9.1. Purpose of the Report: The Brand's Behavior Pattern
5.9.2. Components of the Analytical Report on Fashion Communication
5.9.3. Data Visualization

5.10. Express Evaluation for Crisis Situations

5.10.1. Decisive Variables
5.10.2. Short-Term Impact and Strategy Reframing
5.10.3. The Untouchables: The Scale of Priorities of a Fashion Brand

Module 6. Specialized Press and Public Relations

6.1. Communication in the Specialized Press

6.1.1. Media Specialized in Fashion and Beauty, Women's Press
6.1.2. The Role of the Communication Agency in Communication
6.1.3. The Current Value of the Offline Press

6.2. Evolution of Communication Models in Public PP

6.2.1. Concept of Public Relations
6.2.2. Theoretical Approach to Classic Models in Public PR (Grunig and Hunt)
6.2.3. Towards a New Approach to Public PR , the 5th Model

6.3.  Persuasive Communication in Public PP

6.3.1. Persuasive and Informative Components in Public PP
6.3.2. Differentiation between Public Relations and Journalistic Activity
6.3.3. The Role Played by Public Relations vs. PP the Role Played by Marketing and Advertising

6.4. Tools for Communicating with the Press

6.4.1. The Press Office and How It Works
6.4.2. Useful Press Materials
6.4.3. How to Construct an Effective Press Release

6.5. Fashion and Beauty Communication Planning and Strategy

6.5.1. Preliminary Study: Briefing Analysis
6.5.2. The RACE Method
6.5.3. The Communication Plan

6.6. Communication Actions and Events for Fashion & Beauty

6.6.1. Types of Communication in the Service of Brands
6.6.2. Criteria for Selecting Communication Actions
6.6.3. Design of Activities and Agenda Settingin Beauty and Fashion

6.7. Measuring Results

6.7.1. The Need for Public Relations Monitoring
6.7.2. Classic Quantitative Measurement Tools: Clipping and V.P.E
6.7.3. The Importance of Qualitative Valuation

6.8. Mistakes to Avoid in Communication and Public PP

6.8.1. Downplaying the Importance of the Media
6.8.2. Excessive Content and Lack of Relevance
6.8.3. Improvisation vs. Planning

6.9. Ethics and Psychosocial Perspective

6.9.1. Public Relations in the 21st Century: Between Progress and Social Welfare
6.9.2. Social Responsibility and Public Relations
6.9.3. Ethics in Public Relations: Self-Awareness, Independence and Commitment

6.10. Latest Trends and Studies in Public Relations

6.10.1. The New Public Relations, More "Social" Than Ever
6.10.2. Emotional Communication and Neuromarketing
6.10.3. Key Insights of Current Consumers

Module 7. New Communication Channels: Social Networks & YouTube

7.1. Influence and Other Power Strategies in the New Digital Channels

7.1.1. Power Strategies Linked to Fashion Communication.
7.1.2. Influencing in the Field of Social Media
7.1.3. Managing the New Digital Leaders: Fashion Influencers

7.2. The Choice of the Communication Channel: Forrester Research Theory

7.2.1. The New Public Opinion: Managing the Masses One by One
7.2.2. What Is the Forrester Theory?
7.2.3. Application of Forrester Research Theory to the Fashion Industry

7.3. The Power of Audiovisual Language and Nonverbal Communication

7.3.1. The Growing Market Share of Non-Verbal Communication
7.3.2. The Impact of the Audiovisual Message in Fashion
7.3.3. Composition of the Photographic Discourse in Social Networks

7.4. Evolution and Functioning of Social Networks in the Fashion Industry

7.4.1. Stages of Emergence and Evolution of the Internet
7.4.2. The Multichannel Strategy Within Fashion Social Media
7.4.3. What is a Social Network? Differences with Traditional Channels

7.5. Facebook, the Big Database

7.5.1. Transversal Communication
7.5.2. Community Interest
7.5.3. Facebook Presence Models

7.6. Instagram, Much More than Fashion Photos

7.6.1. Emotional Messages and Empathy Management
7.6.2. The Intimacy of Everyday Life in Images
7.6.3. Standing Out in the Most Important Social Network in Fashion

7.7. Professional Content on LinkedIn

7.7.1. Creating a Personal Brand
7.7.2. Cognitive Messages in Fashion Branding
7.7.3. Managing Relationships with Competitors

7.8. The Politicization of Twitter

7.8.1. Impulsive and Omnidirectional Communication
7.8.2. The Direct Message and the Creation of Content in 20 Characters
7.8.3. The Impact of Headlines: From Depth to Lightness

7.9. TikTok, Beyond Generation Z

7.9.1. The Audiovisual Revolution and the Acceleration of the Look changes in a Slow Fashion Context
7.9.2. The Democratization in the Creation of Audiovisual Content
7.9.3. Fashion as a Newsworthy and Newsworthy Event

7.10. YouTube, as an Exponent of Audiovisual Content

7.10.1. The Management of Expectations in the Creation of Audiovisual Content
7.10.2. Map of Contents on YouTube about Fashion, Beauty and Luxury
7.10.3. New Trends in Public Opinion: The Microinfluencers

Module 8. Internal Communication, Corporatism and Crisis Management

8.1. The Stakeholder Ecosystem: Who Are My Stakeholders?

8.1.1. What Is a Stakeholder?
8.1.2. The Main Stakeholders in Fashion: Consumer, Employee
8.1.3. The Concept of Social Responsibility: Components and Principles

8.2. Internal Communication I: Employer Branding

8.2.1. The Management of Internal Communication: Concept and Tools
8.2.2. Evolution and Principles of Employer Branding
8.2.3. Human Resources as a Communication Tool in the Fashion Industry

8.3. Internal Communication II: Employee Advocacy

8.3.1. Employee Advocacy: Concept and Evolution
8.3.2. Employees as Brand Ambassadors in the Luxury Industry
8.3.3. Tools: Buffer and Hootsuite

8.4. Building Reputation I: Brand Identity at MBL

8.4.1. Concept of Brand Identity: Corporate Identity
8.4.2. Brand Identity as an Element of Corporate Reputation
8.4.3. Visual Identity in the MBL

8.5. Building Reputation II: Brand Image at MBL

8.5.1. Concept of Brand Image
8.5.2. Brand Image as an Element of Corporate Reputation
8.5.3. Branded Content in MBL

8.6. Building Reputation III: Corporate Reputation at MBL

8.6.1. Reputation: Concept, Characteristics and Effects
8.6.2. Metrics for the Analysis of a Global Reputation
8.6.3. The Rise of Corporate Activism

8.7. Crisis Management I: Strategic Plan

8.7.1. Types of Crisis
8.7.2. Contingency Plan
8.7.3. The Strategic Plan

8.8. Crisis Management II: Crisis Communication

8.8.1. Spokespersons and the Discourse of Communication Leaders
8.8.2. The Impact of the Crisis on the Income Statement
8.8.3. Post-Crisis Actions: Getting back to Normality

8.9. Sustainability and Corporate Reputation at MBL

8.9.1. The Three Dimensions of Sustainability: Social, Environmental and Corporate at MBL
8.9.2. The Value Chain of the Fashion Industry
8.9.3. Sustainability Communication: Reporting

8.10. Sustainability in Crisis Management at MBL

8.10.1. Types of Crisis in Each Area of Sustainability
8.10.2. Authenticity and Transparency in the Eye of the Public
8.10.3. Sustainability as Part of the Crisis Solution

Module 9. Business Strategies in MBL Companies

9.1.  Strategic and Competitive Framework of the Fashion System

9.1.1. The Fashion Industry Sector at a Global Level Structure and Evolution of the Sector Worldwide
9.1.2. The Concept of the Fashion Value Chain.
9.1.3. The Collaboration of the Links in the Value Chain

9.2. Business Models in the Fashion Industry

9.2.1. The Evolution of Business Models: From designers to chains Fast Fashion
9.2.2. The competitiveness of fashion business models: The French model, the American model, the Italian model, the Asian model
9.2.3. Fashion Business Models: Designers, Luxury Brands, Premium Brands, Large-scale Distribution

9.3. The Distribution of the Luxury Sector and the Profitability of Spaces

9.3.1. Distribution in the Luxury Industry and Its Profitability
9.3.2. The New Luxury Customers, Millennials, Asians, etc
9.3.3. The Integration of the Supply Chain in the Luxury Industry

9.4. Main Business Strategies in the Major Fashion Brands

9.4.1. Main Operators in the Fashion Business
9.4.2. Business Strategies of the Leading Fashion Retailers
9.4.3. Business Strategies of the Cosmetics and Perfumes Retailers

9.5. Entrepreneurship and Creation of the Start Up in the Fashion Sector

9.5.1. What Is Entrepreneurship? The Entrepreneurial Ecosystem
9.5.2. The Start Up Model in Fashion Businesses
9.5.3. Entrepreneurs in the Fashion, Luxury and Beauty Sector; Success and Failure cases

9.6. The Value Proposition of Beauty Brands

9.6.1. The Cosmetics Franchise Sector
9.6.2. What Is a Brand License?
9.6.3. Licensing in the Cosmetics Sector

9.7. Profitability in Traditional Models

9.7.1. The Evolution of the Multibrand Channel and Department Stores
9.7.2. The Keys to the Future of the Multibrand Channel
9.7.3. Differential Value and the Shopping Experience in Department Stores

9.8. E-Commerce in Fashion, Beauty and Luxury: Trends, Users and the Future

9.8.1. Global Growth of E-Commerce
9.8.2. E-Commerce Buyer Profile
9.8.3. Trends in the E-commerce Sector

9.9. Planning the Internationalization of the Fashion Company

9.9.1. Internationalization Planning
9.9.2. Internationalization Planning
9.9.3. Research and Selection of Foreign Markets

9.10. Strategies for Accessing International Markets

9.10.1. What Is Innovation?
9.10.2. How to Materialize Innovation in My Company?
9.10.3. Innovative Business Models

Module 10. The Communication Plan

10.1. The Fashion Calendar and the Dynamics of the Times in the Industry

10.1.1. The Origin and Evolution of Fashion Weeks and Haute Couture
10.1.2. General Calendar of the Industry
10.1.3. How COVID Is Affecting the Established Dynamics

10.2. The Impact of Internal Communications on an MBL Brand

10.2.1. Internal Communication
10.2.2. Objectives and Tools
10.2.3. Strategic Internal Communication Plan

10.3. Communicating Sustainable and Eco-Luxury Brands

10.3.1. Slow Fashion and Eco-Luxury
10.3.2. Evolution of Consumer Trends in the World of Fashion
10.3.3. How to Communicate Sustainable Brands and Terminology to Be Used

10.4. The Functionality of the Communication Plan and Available Resources

10.4.1. What Is the Communication Plan and What Is It For?
10.4.2. Above the Line – Below the Line
10.4.3. Communication Channels in Fashion Brands and Analysis of Available Resources

10.5. SWOT Analysis and the Rice Matrix

10.5.1. The Fashion Market and Its Competitors
10.5.2. Development and Application of the SWOT Analysis
10.5.3. The Rice Matrix as the Epicenter of the Blue Ocean

10.6. Situation Analysis and Objective Setting

10.6.1. Company Background and Diagnosis of the Brand's Situation with Respect to the Market
10.6.2.  Determination of Objectives in Relation to Goals
10.6.3.  Analysis and Reorganization of Objectives in a Fashion Firm

10.7. The Audience and the Message

10.7.1. Is This Customer Profile for My Campaign?
10.7.2. Are These Messages for My Campaign? Key Messages by Customer Type
10.7.3. The Communication Strategy of Fashion Brands

10.8. Channels: Offline and Online

10.8.1. The Choice of the Offline Channel
10.8.2. The Online Campaign
10.8.3. Advantages of the Online Channel

10.9.  The Action Plan and the Calendar

10.9.1. Types of Communicative Actions in Fashion
10.9.2. Structure and Approach of the Action Plan
10.9.3. Integration of the Action Plan into the Strategy as a Whole

10.10. Evaluation of the Communication and Strategy Plan

10.10.1. Main Metrics for the Evaluation of the Communication Plan
10.10.2. Advanced Analysis of the Communication Plan
10.10.3. Reformulation of the Communication Strategy

You will experience the difference of learning by doing only in this exclusive TECH program"