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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/mafash
课程评论：没有评论
课程名称：时尚与奢侈品公司的管理 课程概述：本课程旨在帮助学员学习时尚与奢侈品公司的运作方式，以及理解其品牌、产品、零售和沟通策略。通过深入研究商业模型、国际发展和产品类别，学员将与行业专家一同探索。课程采用案例研究方法，展示奢侈品和时尚品牌战略管理的平衡艺术：传统与创新、专业与实验、休闲与时尚。在全球市场中，提升品牌价值需要在传承品牌遗产的同时保持新鲜、相关和现代化。 课程将讨论新零售渠道、新媒体渠道及品牌的新商业拓展和新兴市场的影响等话题。 课程大纲： 1. **时尚与奢侈品的定义：复杂竞争系统与商业逻辑** - 介绍时尚与奢侈品的基本概念及其行业的独特之处。 2. **商业模型的演变：从设计师到快时尚零售商** - 深入探讨时尚与奢侈品的商业模型，为行业提供重要见解。 3. **风格身份与产品开发过程：遗产、风格代码与标志性产品在季节性系列中的作用** - 关注品牌和风格的复杂性，以及如何影响产品开发。 4. **形象身份与沟通过程：关键活动、决策者、为时尚与奢侈品牌创造数字内容的挑战** - 深入研究时尚与奢侈行业的沟通特性和策略。 5. **零售身份与管理：客户在多渠道中的体验，时尚电子商务的未来** - 讨论国际化中的零售策略以及面临的挑战，并准备期末考试。 6. **期末考试** - 考核内容包括与课程相关的知识，基于Ferragamo和Nike的年度报告应用问题。 通过完成这些模块，学员将掌握奢侈品与时尚行业的关键概念和策略，为未来的职业发展奠定基础。
Name:What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
Description:Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way. The Trips&Tricks section contains some insights and best practices that Lucia Paladino (an industry expert) shared with our community. Once you have done with these introductory readings you can finally move to the first contents! This first module is dedicated to a general introduction to fashion and luxury concepts: what they imply, how they are perceived, how they differ, and what other basic ideas in this industry are.
Name:The Evolution of Business Models: From Designers to Fast Fashion Retailers
Description: This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and Luxury, and will give you a lot of important insights on this industry.
Name:Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
Description:Welcome to module 3! The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection. Remember also that at the end of this module you will find the first QUIZ (counting 40% of the final grade)! This quiz is going to test your knowledge and understanding of the first three modules. You need to listen to all video lectures and to read all the slides of the three modules carefully to successfully complete it.
Name:Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
Description: Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood.
Name:Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
Description:In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST.
Name:FINAL TEST
Description: Congratulations! You made it up to here! The structure of the final test is different from the previous quizzes: you will be given 10 multiple choice questions based on two annual reports (Ferragamo and Nike). Of course the questions will be related to topics covered in the course but this time we are asking you to apply your knowledge to these two specific cases. The benefit of this format is twofold: on one hand you can apply some of the concepts you have learned so far, on the other you will see an annual report, a fundamental source of information you may have to handle in the future. This test will be more challenging than the two previous quizzes but don't give up, and it counts only for 20% of the final grade in order not to penalize too much who is struggling with it.
Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.
