Become a leader with broad strategic perspectives through this Fashion and Luxury Communications Management and the Masterclasses given by its International Guest Director"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class centre for intensive managerial skills training.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that combines the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives trained each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.  

At TECH, you will have access to the most rigorous and up-to-date case studies in the academic community”

The MBA in Fashion and Luxury Communication Management is a tailor-made program that is taught 100% online so that you can choose the time and place that best suits your availability, schedule and interests. A program that takes place over 12 months and is intended to be a unique and stimulating experience that lays the foundations for your success as a communication manager in this sector. 

The skills you develop through the completion of this program will be critical to your professional success"

Syllabus

The MBA in Fashion and Luxury Communication Management from TECH Global University is an intensive program that prepares you to face challenges and business decisions, both nationally and internationally, in the field of communication.

The content is designed to promote the development of managerial skills that allow you to make decisions with greater rigor in uncertain environments. In this way, you will be able to generate innovative communication strategies oriented to the fashion and beauty sector with success, boosting your skills to the next level.

Throughout 2,700 hours of study, you will analyze a multitude of case studies through individual work. It is, therefore, an authentic immersion in real business situations. 

This MBA in Fashion and Luxury Communication Management deals in depth with all the aspects that influence the communication of a company from a strategic and international perspective. In this way, you will be able to assume your managerial position with a global vision of the sector and, therefore, be better prepared to take actions that lead to business success. 

A plan designed for you, focused on professional improvement and that prepares you to achieve excellence in the field of communication in fashion and luxury companies. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently.

This program takes place over 12 months and is taught completely online.

Module 1. Introduction to Communication in the MBL Industry 
Module 2. Consumer Identity and Evolving Trends 
Module 3. Content Creation: The Message 
Module 4. Communication Techniques in the MBL Ecosystem 
Module 5. Metrics for Communication Analysis 
Module 6. Specialized Press and Public Relations 
Module 7. New Communication Channels: Social Networks & YouTube 
Module 8. Internal Communication, Corporatism and Crisis Management 
Module 9. Business Strategies in MBL Companies 
Module 10. The Communication Plan 
Module 11. Leadership, Ethics and Social Responsibility in Companies
Module 12. People and Talent Management
Module 13. Economic and Financial Management
Module 14. Commercial Management and Strategic Marketing
Module 15. Executive Management

Where, when and how is it taught?

TECH offers the possibility of developing this MBA in Fashion and Luxury Communication  Management completely online. Throughout the 12 months of the educational program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

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 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 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. The 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. Profiles of the New Consumers

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

2.9. 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 COVID-19 Fashion 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 Specialization 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 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 Contingency 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. Simulation of 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. The Media Specialized in Fashion and Beauty, the 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 PR Communication Models   

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

6.3.  Persuasive Communication in Public Relations 

6.3.1. Persuasive and Informative Component of Public Relations 
6.3.2. Differentiation between Public Relations and Journalistic Activity
6.3.3. The Role of PR vs. the Role of 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 the PR Field 

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. The Ethics of Public Relations: Self-Awareness, Independence, and Commitment 

6.10. Latest Trends and Studies in Public Relations 

6.10.1. The New PR, More "Social" than Ever Before 
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. Influence in the Field of Social Networking 
7.1.3. Managing the New Digital Leaders: Fashion Influencers 

7.2. The Choice of Communication Channel: Forrester Research Theory

7.2.1. The New Public Opinion: Addressing the Masses One at a Time 
7.2.2. What Is the ForresterTheory?
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 the Emergence and Evolution of the Internet 
7.4.2. The Multichannel Strategy in Fashion Social Networks 
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 Just Fashion Photos 

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

7.7. Professional Content on LinkedIn

7.7.1. The Creation of the Personal Brand 
7.7.2. Cognitive Messages in a Fashion Brand 
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 Makeover in a Slow Fashion Context 
7.9.2. Democratization in the Creation of Audiovisual Contents 
7.9.3. Fashion as a Newsworthy and Noticeable Fact 

7.10. YouTube, as an Exponent of Audiovisual Content 

7.10.1. Expectation Management in Audiovisual Content Creation 
7.10.2. Map of Contents on YouTube about Fashion 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. Employer 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 Fast Fashion Chains
9.2.2. The Competitiveness of Fashion Business Models: The French Model, the American Model, the Italian Model, and 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 Fashionand 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 

Module 11. Leadership, Ethics and Social Responsibility in Companies 

11.1. Globalization and Governance

11.1.1. Governance and Corporate Governance
11.1.2. The Fundamentals of Corporate Governance in Companies
11.1.3. The Role of the Board of Directors in the Corporate Governance Framework

11.2. Leadership

11.2.1. Leadership. A Conceptual Approach
11.2.2. Leadership in Companies
11.2.3. The Importance of Leaders in Business Management

11.3. Cross-Cultural Management

11.3.1. Concept of Cross-Cultural Management
11.3.2. Contributions to the Knowledge of National Cultures
11.3.3. Diversity Management

11.4. Management and Leadership Development

11.4.1. Concept of Management Development
11.4.2. Concept of Leadership
11.4.3. Leadership Theories
11.4.4. Leadership Styles
11.4.5. Intelligence in Leadership
11.4.6. The Challenges of Today's Leader

11.5. Business Ethics

11.5.1. Ethics and Morality
11.5.2. Business Ethics
11.5.3. Leadership and Ethics in Companies

11.6. Sustainability

11.6.1. Sustainability and Sustainable Development
11.6.2. The 2030 Agenda
11.6.3. Sustainable Companies

11.7. Corporate Social Responsibility

11.7.1. International Dimensions of Corporate Social Responsibility
11.7.2. Implementing Corporate Social Responsibility
11.7.3. The Impact and Measurement of Corporate Social Responsibility

11.8. Responsible Management Systems and Tools

11.8.1. CSR: Corporate Social Responsibility
11.8.2. Essential Aspects for Implementing a Responsible Management Strategy
11.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
11.8.4. Tools and Standards of CSR

11.9. Multinationals and Human Rights

11.9.1. Globalization, Multinational Corporations and Human Rights
11.9.2. Multinational Corporations and International Law
11.9.3. Legal Instruments for Multinationals in the Field of Human Rights

11.10. Legal Environment and Corporate Governance

11.10.1. International Rules on Importation and Exportation
11.10.2. Intellectual and Industrial Property
11.10.3. International Labor Law

Module 12. People and Talent Management 

12.1. Strategic People Management

12.1.1. Strategic Human Resources Management
12.1.2. Strategic People Management

12.2. Human Resources Management by Competencies

12.2.1. Analysis of the Potential
12.2.2. Remuneration Policy
12.2.3. Career/Succession Planning

12.3. Performance Evaluation and Performance Management

12.3.1. Performance Management
12.3.2. Performance Management: Objectives and Process

12.4. Innovation in Talent and People Management

12.4.1. Strategic Talent Management Models
12.4.2. Talent Identification, Training and Development
12.4.3. Loyalty and Retention
12.4.4. Proactivity and Innovation

12.5. Motivation

12.5.1. The Nature of Motivation
12.5.2. Expectations Theory
12.5.3. Needs Theory
12.5.4. Motivation and Financial Compensation

12.6. Developing High Performance Teams

12.6.1. High-Performance Teams: Self-Managing Teams
12.6.2. Methodologies for Managing High Performance Self-Managed Teams

12.7. Change Management

12.7.1. Change Management
12.7.2. Types of Change Management Processes
12.7.3. Stages or Phases in Change Management

12.8. Negotiation and Conflict Management

12.8. 1 Negotiation
12.8.2. Conflict Management
12.8.3. Crisis Management

12.9. Executive Communication

12.9.1. Internal and External Communication in the Business Environment
12.9.2. Communication Departments
12.9.3. The Head of Communication of the Company. The Profile of the Dircom

12.10. Productivity, Attraction, Retention and Activation of Talent

12.10.1. Productivity
12.10.2. Talent Attraction and Retention Levers

Module 13. Economic and Financial Management

13.1. Economic Environment

13.1.1. Macroeconomic Environment and the National Financial System
13.1.2. Financial Institutions
13.1.3. Financial Markets
13.1.4. Financial Assets
13.1.5. Other Financial Sector Entities

13.2. Executive Accounting

13.2.1. Basic Concepts
13.2.2. The Company's Assets
13.2.3. The Company's Liabilities
13.2.4. The Company's Net Worth
13.2.5. The Income Statement

13.3. Information Systems and Business Intelligence

13.3.1. Fundamentals and Classification
13.3.2. Cost Allocation Phases and Methods
13.3.3. Choice of Cost Center and Impact

13.4. Budget and Management Control

13.4.1. The Budgetary Model
13.4.2. The Capital Budget
13.4.3. The Operating Budget
13.4.5. The Cash Budget
13.4.6. Budget Monitoring

13.5. Financial Management

13.5.1. The Company's Financial Decisions
13.5.2. The Financial Department
13.5.3. Cash Surpluses
13.5.4. Risks Associated with Financial Management
13.5.5. Risk Management of the Financial Management

13.6. Financial Planning

13.6.1. Definition of Financial Planning
13.6.2. Actions to Be Taken in Financial Planning
13.6.3. Creation and Establishment of the Business Strategy
13.6.4. The Cash Flow Chart
13.6.5. The Working Capital Chart

13.7. Corporate Financial Strategy

13.7.1. Corporate Strategy and Sources of Financing
13.7.2. Corporate Financing Financial Products

13.8. Strategic Financing

13.8.1. Self-financing
13.8.2. Increase in Shareholder's Equity
13.8.3. Hybrid Resources
13.8.4. Financing through Intermediaries

13.9. Financial Analysis and Planning

13.9.1. Analysis of the Balance Sheet
13.9.2. Analysis of the Income Statement
13.9.3. Profitability Analysis

13.10. Analyzing and Solving Cases/Problems

13.10.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX)

Module 14. Commercial Management and Strategic Marketing

14.1. Commercial Management

14.1.1. Conceptual Framework of Commercial Management
14.1.2. Commercial Strategy and Planning
14.1.3. The Role of Sales Managers

14.2. Marketing

14.2.1. The Concept of Marketing
14.2.2. The Basic Elements of Marketing
14.2.3. Marketing Activities in Companies

14.3. Strategic Marketing Management

14.3.1. The Concept of Strategic Marketing
14.3.2. Concept of Strategic Marketing Planning
14.3.3. Stages in the Process of Strategic Marketing Planning

14.4. Digital Marketing and e-Commerce

14.4.1. Objectives of Digital Marketing and e-Commerce
14.4.2. Digital Marketing and the Media It Uses
14.4.3. E-Commerce. General Context
14.4.4. Categories of e-Commerce
14.4.5. Advantages and Disadvantages of e-Commerce Compared to Traditional Commerce

14.5. Digital Marketing to Reinforce a Brand

14.5.1. Online Strategies to Improve Brand Reputation
14.5.2. Branded Content and Storytelling

14.6. Digital Marketing to Attract and Retain Customers

14.6.1. Loyalty and Engagement Strategies Using the Internet
14.6.2. Visitor Relationship Management
14.6.3. Hypersegmentation

14.7. Digital Campaign Management

14.7.1. What Is a Digital Advertising Campaign?
14.7.2. Steps to Launch an Online Marketing Campaign
14.7.3. Mistakes in Digital Advertising Campaigns

14.8. Sales Strategy

14.8.1. Sales Strategy
14.8.2. Sales Methods

14.9. Corporate Communication

14.9.1. Concept
14.9.2. The Importance of Communication in the Organization
14.9.3. Type of Communication in the Organization
14.9.4. Functions of Communication in the Organization
14.9.5. Elements of Communication
14.9.6. Problems of Communication
14.9.7. Communication Scenarios

14.10. Digital Communication and Reputation

14.10.1. Online Reputation
14.10.2. How to Measure Digital Reputation?
14.10.3. Online Reputation Tools
14.10.4. Online Reputation Report
14.10.5. Online Branding

Module 15. Executive Management

15.1. General Management

15.1.1. The Concept of General Management
15.1.2. The Role of the CEO
15.1.3. The CEO and their Responsibilities
15.1.4. Transforming the Work of Management

15.2. Manager Functions: Organizational Culture and Approaches

15.2.1. Manager Functions: Organizational Culture and Approaches

15.3. Operations Management

15.3.1. The Importance of Management
15.3.2. Value Chain
15.3.3. Quality Management

15.4. Public Speaking and Spokesperson Education

15.4.1. Interpersonal Communication
15.4.2. Communication Skills and Influence
15.4.3. Communication Barriers

15.5. Personal and Organizational Communication Tools

15.5.1. Interpersonal Communication
15.5.2. Interpersonal Communication Tools
15.5.3. Communication in the Organization
15.5.4. Tools in the Organization

15.6. Communication in Crisis Situations

15.6.1. Crisis
15.6.2. Phases of the Crisis
15.6.3. Messages: Contents and Moments

15.7. Preparation of a Crisis Plan

15.7.1. Analysis of Possible Problems
15.7.2. Planning
15.7.3. Adequacy of Personnel

15.8. Emotional Intelligence

15.8.1. Emotional Intelligence and Communication
15.8.2. Assertiveness, Empathy, and Active Listening
15.8.3. Self- Esteem and Emotional Communication

15.9. Personal Branding

15.9.1. Strategies for Personal Brand Development
15.9.2. Personal Branding Laws
15.9.3. Tools for Creating Personal Brands

15.10. Leadership and Team Management

15.10.1. Leadership and Leadership Styles
15.10.2. Leadership Skills and Challenges
15.10.3. Managing Change Processes
15.10.4. Managing Multicultural Teams

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