FASHION MARKETING, COMMUNICATION AND EVENT - LCI - LCI ...
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LCI
Barcelona
MASTER IN
FASHION
MARKETING,
© JVV Eventos
COMMUNICATION
AND EVENT
PLANNING
SCHOOL OF
HIGHER EDUCATION
IN DESIGN
MASTER IN FASHION
MARKETING,
COMMUNICATION
AND EVENT JESÚS VÁZQUEZ VIEDMA
PLANNING MASTER’S PROGRAM DIRECTOR
He has a bachelor’s degree in Law from the
The dynamics of the fashion industry are changing Universidad Carlos III in Madrid. After completing his
at a phenomenal pace. Globalization, sustainability, university studies, he established himself in Milan
the digital breakthrough and other global challenges over the course of a decade, where he worked as the
are forces currently driving the sector forward. This commercial director of brands including Miu Miu,
exciting context of change needs new professionals Trussardi and Marc Jacobs. He also lived in London
to adapt to and satisfy the needs of the industry where he worked for Burberry, until he returned
and the consumer. With a rigorous, innovative focus, to Spain to manage the Stella McCartney brand
the Master in Fashion Marketing, Communication nationwide. After building up more than 15 years of
and Event Planning offers solid, comprehensive, professional experience in the world of fashion, he
3.0-centered training in new marketing and creative decided to take the step of creating JVV, an agency
management tools for fashion brands. which combines his experience and passion.
Throughout the course, the student will learn how
to analyse the context, identify opportunities and
insights, and build solid branding, thus creating
intangibles and universes of both own brands and
external brands in order to lay the foundations for
the marketing mix and brand strategy planning.
By placing the consumer at the center, students
will familiarise themselves with concepts such as
the customer journey/experience, new digital tools
and multichannel marketing. All this to be able to
design fluid brand experiences (on and offline) and INÉS DÍAZ
to learn how to communicate creatively, developing CONTENT DIRECTOR
transmedia stories and content which are original,
and which add value. The master also provides She has a bachelor’s degree in Advertising and
the knowledge necessary to design, organise and Public Relations from the University of Valladolid
produce presentations of collections, new product (2012) and was awarded the Extraordinary End
launches and other fashion events (fashion shows, of Studies prize. She built her career working
showrooms, etc.). as a branding publicist and consultant for
Young&Rubicam, Interbrand and Firma, as well
Taught by fashion experts and professionals, the as freelancing for large international accounts in
program is designed to foster creative thinking diverse sectors. Within the fashion industry she has
within a strategic framework and to manage brands worked for Desigual, Grupo Cortefiel and also in the
in a comprehensive way, from strategy to creativity, field of data fashion.
and from concept to implementation.
STUDY PROGRAM
MODULE I (8 ECTS) MODULE III (14 ECTS) MODULE V (14 ECTS)
GLOBAL CONTEXTUAL FASHION MARKETING FASHION COMMUNICATION
FRAMEWORK OF FASHION
(HISTORY, CULTURE, INDUSTRY UNITS UNITS
Marketing and fashion marketing: theories Strategic communication
AND TRENDS) and practices Creative communication and direction
Marketing strategy and plan Fashion public relations 3.0
UNITS
Multichannel marketing
Macro environment: forces and trends that
OBJECTIVES
impact fashion
OBJECTIVES › Provide a deep understanding of the new
Fashion history, culture and the
› Identify and evaluate the fashion market paradigms of communication, media,
fashion industry
to establish the marketing mix and a techniques and languages.
Fashion consumption: insights and
strategy according to the objectives set. › Train to identify trends, actions and
consumer trends
› Train in the design, creation and cultural movements that can be
implementation of fashion marketing properly used as content or style for
OBJECTIVES
strategies and plans. original communication campaigns.
› Train to use knowledge about fashion
› Provide the knowledge necessary to › Provide the tools necessary to design
history and its cycles to generate ideas
define a comprehensive marketing a communication plan and develop
and stimulate creativity applied to
strategy using and combining the most fashion communication and public
branding and marketing.
appropriate techniques at every stage relations actions.
› Provide thorough knowledge of
(advertising, experiential techniques, › Introduce the nature and practice
the fashion industry: segments,
public relations, sponsorships, of art direction, storytelling,
organizations and practices.
influencer marketing, digital marketing, content generation and transmedia
› Provide the tools to identify important
content marketing, etc.). communication.
changes and trends and analyze and apply
› Train to design a retail strategy, develop › Learn to create and combine verbal, visual
them strategically.
visual merchandising processes and and multimedia elements to generate
brand space projects. brand imaginaries, stories and narratives.
MODULE II (8 ECTS)
BRANDING, A STRATEGIC AND MODULE IV (8 ECTS) MODULE VI (4 ECTS)
CREATIVE BRAND ASSET EVENT EXPERIENCE AND PLANNING SMART THINKING
UNITS UNITS UNITS
Brand DNA and strategy Brand and customer experience Creative thinking
Creative development of brand identity Fashion event organization Leadership 3.0 and change management
Branding and brand management
OBJECTIVES OBJECTIVES
OBJECTIVES › Train to understand purchase decision › Provide deep understanding of the role
› Train in the process and tools for models and to define and implement a of creativity and innovation in business
creating a brand DNA and strategy. customer/user experience strategy. and the global economy.
› Train in strategic planning and brand › Train in the development of multichannel › Understand the whole creative process
management. brand experiences (online and offline), (theory and practice) and the principles
› Provide skills and tools to conceptualize a from concept to implementation and for generating solutions and ideas.
brand, develop a creative brief, synthesize assessment of results. › Provide the tools to apply strategic and
it in a brand manifesto and a brand book › Provide the tools to conceive and develop creative thinking to brand management.
and define its content strategy. innovative ideas, concepts and creative
› Provide tools to generate brand themes with a multidisciplinary approach.
storytelling: creative, differential and › Provide the knowledge necessary to
culturally relevant imaginaries, stories MASTER’S
organize and develop presentations of
and universes. fashion collections and events (runways,
FINAL PROJECT (4 ECTS)
product launches, showrooms, etc.),
from concept to execution.
Professional internships
(optional)TECHNICAL
INFORMATION
DEGREE: Master in Fashion Marketing,
Communication and Event Planning
CREDITS: 60 ECTS
DURATION: 1 academic year
DATES: October to July
LANGUAGES:
→ Spanish option
→ English option
CAREER
COURSE TYPE: On campus
OPPORTUNITIES
In companies from the fashion sector and specialized
agencies:
• Head of marketing and/or communication in
fashion companies
• Brand manager
• Strategic consultant for fashion brands
• Expert in fashion communication
• Head of digital marketing in fashion
• Fashion public relations
• Expert in customer experience
• Creative director or member of the creative
department in specialized companies or agencies
• Brand content manager
• Storyteller
• Experience and event producer
• Professional in specialized agencies: trends,
experience design, press offices, etc.
Balmes st, 209. Barcelona
© JVV Eventos
www.lcibarcelona.com
+34 93 237 27 40You can also read
