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Teaching GuideTerm Faculty of Humanities |
| Grao en Xestión Industrial da Moda |
 Subjects |
| Promotional Strategies in Fashion I: Communication |
| Contents |
| Identifying Data | 2022/23 | |||||||||||||
| Subject | Promotional Strategies in Fashion I: Communication | Code | 710G03021 | |||||||||||
| Study programme |
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| Descriptors | Cycle | Period | Year | Type | Credits | |||||||||
| Graduate | 1st four-month period |
Third | Obligatory | 6 | ||||||||||
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| 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...) |
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