| Competencies / Study results |
| Code | Study programme competences / results |
| A1 | To acquire basic knowledge of the management of a textile/fashion firm at a strategic, operational and functional level |
| A5 | To develop the necessary skills to generate creative and innovative ideas |
| A6 | To know and to know how to use the necessary tools to implement, conceptualize and launch collections |
| A7 | To know the reality and social conditions that influence fashion, with a perspective of its historical development |
| A8 | To be able to design and implement efficient marketing strategies from knowledge of the social environment, with a focus on communication and distribution: messages, media, channels, customer relationships, etc… |
| A19 | To acquire the capacity to collect, select and analyse information flows; their integration in the information systems and processes of the firm; and their application to strategic and operational decision-making; always from an ethical perspective |
| B2 | That students know how to apply their knowledge to their job or vocation in a professional form, and have the competencies that are usually demonstrated through elaboration and advocacy of arguments and problem resolution within their field of study |
| B3 | That students have the capacity to collect and interpret relevant data (normally within their field of study) in order to issue judgements that include a reflection upon relevant topics in the social, scientific or ethical realm |
| B4 | That students may convey information, ideas, problems and solution to the public, both specialized and not |
| B5 | That students develop those learning skills that are needed to undertake ulterior studies with a high degree of autonomy |
| B6 | Capacity for cooperation, team-work and collaborative learning in interdisciplinary settings |
| B7 | Capacity to analyse trends (critical thinking) |
| B8 | Capacity to plan, organize and manage resources and operations |
| B9 | Capacity to analyse, diagnose and take decisions |
| C1 | Adequate oral and written expression in the official languages. |
| C3 | Using ICT in working contexts and lifelong learning. |
| C4 | Acting as a respectful citizen according to democratic cultures and human rights and with a gender perspective. |
| C5 | Understanding the importance of entrepreneurial culture and the useful means for enterprising people. |
| C7 | Developing the ability to work in interdisciplinary or transdisciplinary teams in order to offer proposals that can contribute to a sustainable environmental, economic, political and social development. |
| C8 | Valuing the importance of research, innovation and technological development for the socioeconomic and cultural progress of society. |
| C9 | Ability to manage times and resources: developing plans, prioritizing activities, identifying critical points, establishing goals and accomplishing them. |
| Learning aims | |||
| Learning outcomes | Study programme competences / results | ||
| Analyze and interpret the economic, political, socio-cultural, technological, and communicative environment of a fashion brand | A8 A19 |
B2 B4 B5 B9 |
C1 C9 |
| Identify, evaluate, manage, and strategically leverage the intangible assets of the organization | A1 A7 A8 A19 |
B2 B3 B5 B6 B7 B8 B9 |
C1 C3 C4 C5 C7 C8 C9 |
| Establish the communication objectives of an organization, adapting resources and communication strategies to organizational goals | A19 |
B2 B4 B5 B7 B9 |
C8 C9 |
| Design and present the communication plan of an organization, incorporating objectives, defining the target audience, and aligning them with communication strategies | A5 A6 A7 A8 |
B7 B9 |
C3 C7 C9 |
| Understand how the effectiveness of a campaign depends on a well-planned communication strategy | A1 |
B7 B9 |
C8 C9 |
| Propose a promotional mix that allows achieving corporate objectives | A8 |
B7 B8 |
C1 C3 |
| Know how to evaluate the results of a communication campaign | A1 A8 |
B7 B9 |
C3 |
| Contents |
| Topic | Sub-topic |
| Part I. Introducción to comunication |
1.1. What's communication? 1.2. Elements of communication 1.3. Communication models |
| Part II. Marketing communication as a integrated strategy in the fashion industry | 2.1. The fashion brand 2.2. The briefing 2.3. Brand equity, brand image, reputation 2.4. Communication plan in fashion 2.5. The elaboration of the communication plan 2.6. The design of messages and the selection of communication channels 2.7. How to measure effective communication |
| Part III. Communication tools in the fashion industry | 3.1.Operational communication policies 3.2. The promotional mix in fashion (sales promotion, advertising, direct marketing, point of sale advertising, window dressing) 3.3 Digital marketing and social networks positioning strategies (SEO, SEM, Google Analtytics...) |
| Planning | ||||
| Methodologies / tests | Competencies / Results | Teaching hours (in-person & virtual) | Student’s personal work hours | Total hours |
| Oral presentation | A8 A19 B2 B4 B5 B7 B8 B9 C1 C9 | 2 | 2 | 4 |
| Guest lecture / keynote speech | A5 A6 A7 B2 B3 B6 C4 C5 C7 C8 | 21 | 42 | 63 |
| Workbook | B5 B7 B9 | 0 | 4 | 4 |
| Supervised projects | A8 A19 B2 B4 B6 B7 B8 B9 C1 C3 C7 C9 | 19 | 57 | 76 |
| Multiple-choice questions | A1 C3 | 1 | 0 | 1 |
| Personalized attention | 2 | 0 | 2 | |
| (*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students. | ||||
| Methodologies |
| Methodologies | Description |
| Oral presentation | Students will carry out final work (communication plan) in groups. They must present a written work as well as an oral presentation at the end of the course. The oral defense of this task will be done the last week of the course and it will be evaluated. |
| Guest lecture / keynote speech | The theory of the subject will be presented in class with the aid of visual and audiovisual support. |
| Workbook | Students will have access to complementary readings to the syllabus. They will allow them to deepen the theory seen in class. |
| Supervised projects | Students will receive instructions from the teacher to guide the practical work. They should prepare a communication plan in groups that will be developed both in the classroom (interactive session) and outside the classroom (autonomous work) and whose evidence will be the presentation of a written work at the end of the course. |
| Multiple-choice questions | Multiple choice multiple choice test in which only one option is correct. Incorrect answers will penalize. |
| Personalized attention |
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| Assessment | |||
| Methodologies | Competencies / Results | Description | Qualification |
| Multiple-choice questions | A1 C3 | Individual multiple-choice test with a single correct answer. Incorrect answers will be penalized. All the materials and content covered in the class, whether virtual or in-person, may be included in the exam questions. The exam, being an individual assessment, should be prepared using all the materials available on the virtual platform, which means not only relying on the slides but also utilizing the readings, audiovisual materials, and notes taken in class. It is necessary for the students to pass the exam, meaning they need to obtain a score equal to or higher than 2.5 points out of a total of 5. |
50 |
| Oral presentation | A8 A19 B2 B4 B5 B7 B8 B9 C1 C9 | All members of the group must orally present the final project. During the oral defense, students must adequately present the main points of the project and demonstrate knowledge of the topic, as well as correctly respond to questions asked by the teacher, if any. The evaluation will be collective regarding the content of the presentation and individual in the oral part. At this point, a maximum of 0.5 points can be achieved. Additionally, attendance and participation in presentations throughout the course will be taken into account for evaluation, with a maximum of 0.5 points. The maximum grade for the presentation and participation in presentations during the course will be 1 point. |
10 |
| Supervised projects | A8 A19 B2 B4 B6 B7 B8 B9 C1 C3 C7 C9 | In groups, students must complete a final project (communication plan). This project will be developed both in practical class and outside of it (autonomous work). The project will be presented in writing at the end of the course and must adhere to the points outlined in an index shared in class. It should include high-quality research, source citations (APA 6th edition format), appropriate argumentation of the plan's objectives, as well as a strategic and tactical design suitable for the needs of the fashion company under study. The communication plan accounts for a maximum of 4 points to be achieved. All group members will receive the same score. The passing grade is set at 2.5 out of 5, resulting from the sum of the written work (up to 4 points) and the oral presentation/participation (up to 1 point). |
40 |
| Assessment comments | |||
REGULATIONSAll aspects related to "academic exemption," "study dedication," "academic continuity," and "academic fraud" will be governed according to the current academic regulations of UDC. GRADING TYPESa) GRADE OF NON-PRESENTED. This applies to students who only participate in assessment activities that have a weighting of less than 20% of the final grade, regardless of the grade achieved. b) STUDENTS WITH RECOGNIZED PART-TIME STUDY AND ACADEMIC EXEMPTION (ATTENDANCE EXCEPTION) E. Students with "academic exemption from attendance" will be required to give an oral presentation (10% of the grade), a final written assignment (40% of the grade), and an exam (50% of the grade). The practical work must be done independently. Students with an exemption may defend their project orally online if they so request. To pass the course, a minimum of 2.5 points out of 5 must be obtained in the final exam, as well as in the practical part (oral presentation and written assignment) a minimum of 2.5 points out of 5. The final grade will be the sum of both parts. EVALUATION OPPORTUNITIESA. FIRST AND SECOND OPPORTUNITY To pass the subject, students must pass both the final exam and the final assignment with a minimum of 2.5 out of 5 for each part mentioned. The minimum to pass is 5 points resulting from the sum of both parts. In case of failing one of the parts, the grade report will reflect the grade of the failed part evaluated on a scale of 0 to 10. In case of failing both parts, the grade report will reflect the higher grade on a scale of 0 to 10.The official evaluation system and dates will apply to all students in the course, including Erasmus and exchange students. Students who have passed the course will not be able to attend the second opportunity to improve their grade. The evaluation criteria for the second opportunity will be the same as those for the first.Those who have not passed the course in the first opportunity must adhere to the following criteria: a) Project passed and exam failed. Students must retake the exam (50% of the grade). These students may resubmit the project; otherwise, the grade obtained in the first opportunity will be maintained. The project for submission in the second opportunity must adhere to the contents demanded in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. b) Project failed and exam passed. The project for submission in the second opportunity must adhere to the contents demanded in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. Students may retake the exam (50% of the grade); otherwise, the grade obtained in the first opportunity will be maintained. c) Project and exam failed. Both parts must be retaken. The project for submission in the second opportunity must adhere to the contents demanded in the first opportunity and will not be defended orally. The weighted value of the project will be 50%. The exam will be 50%. B. For the extraordinary call the evaluation will be a multiple-choice test (objective test withmultiple-choice answers) (100% of the score) with various answer options, whereerrors will be penalized. |
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| Sources of information |
| Basic |
Diaz Soloaga, P. (2014). Comunicación y gestión de marcas de moda. Editorial Gustavo Gili
Tungate, M. (2008). Fashion Brands. London: Kogan Page
Mitterfellner, O. (2019). Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Routledge
Lea-Greenwood, G. (2013). Fashion Marketing Communications. Wiley
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York: Free Press
Posner, H. (2016). Marketing de moda. Barcelona: Gustavo Gill
Martínez-Navarro, G. (2017). Marketing y comunicación de moda. Madrid: ESIC
Garre, O. (2018). Marketing y comunicación de moda, lujo y lifestyle. Madrid: CEU
Graham, B, Anouti, C. (2018). Promoting fashion. Laurence King Publishing
Harris, C. (2017). The fundamentals of digital fashion marketing. Bloomsbury |
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