With this 100% online Advanced master’s degree, you will lead Fashion and Luxury brands efficiently to ensure their long-term operational efficiency” 

Senior management in the fashion and luxury industry faces unique challenges due to the highly specialized and emotional nature of these markets. Consumers are not only looking for quality products, but also for personalized experiences that reflect their values and lifestyle. Faced with this reality, professionals need to adapt to new market demands, integrate the latest trends in sustainability and design business strategies that effectively connect with the modern consumer. 

In order to facilitate this task, TECH is launching a cutting-edge Advanced master’s degree in Senior Fashion and Luxury Management. Designed by renowned experts in this field, the academic itinerary will delve into issues ranging from the use of social networks or marketing management to the use of cutting-edge technological tools to automate tedious tasks. In this way, students will develop the necessary skills to lead Fashion and Luxury companies, implementing digital communication strategies, optimizing operational processes and personalizing experiences. 

On the other hand, this program is based entirely on a 100% online modality, making it easier for specialists to plan their own study schedules in order to experience a completely efficient update. In addition, professionals will enjoy a wide variety of multimedia resources designed to promote a dynamic and natural updating of knowledge. To access the Virtual Campus, all professionals will need is a device with Internet access (including their own cell phone). They will also be supported at all times by an experienced teaching staff, who will resolve all the doubts that may arise during their study plan.  In addition, the university program includes innovative Masterclasses given by a prestigious International Guest Director. 

A renowned International Guest Director will offer exclusive Masterclasses on the latest trends in Senior Fashion and Luxury Management” 

This Advanced master’s degree in Senior Fashion and Luxury Management contains the most complete and up-to-date educational program on the market. Its most notable features are:

• The development of case studies presented by experts in Senior Fashion and Luxury Management 
• The graphic, schematic, and practical contents with which they are created, provide scientific and practical information on the disciplines that are essential for professional practice 
• Practical exercises where self-assessment can be used to improve learning 
• Special emphasis on innovative methodologies in Senior Fashion and Luxury Management 
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments 
• Content that is accessible from any fixed or portable device with an Internet connection 

You will have all the support of TECH, the largest online academic institution in the world with the latest educational technology at your disposal" 

It includes in its teaching staff professionals belonging to the field of Senior Management in Fashion and Luxury, who pour into this program the experience of their work, in addition to recognized specialists from leading companies and prestigious universities. 

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide an immersive learning experience designed to prepare for real-life situations.

This program is designed around Problem-Based Learning, whereby the student must try to solve the different professional practice situations that arise throughout the program. For this purpose, the professional will be assisted by an innovative interactive video system created by renowned and experienced experts.

You will create marketing strategies specific to the Fashion and Luxury industry, including building immersive experiences"

Thanks to the Relearning system used by TECH, you will reduce the long hours of study and memorization"

Through this university program, professionals will stand out for their comprehensive understanding of Senior Management in Fashion and Luxury. To this end, the curriculum will delve into subjects ranging from talent management or financial management to the most sophisticated marketing strategies to increase the visibility of products in the market. Thanks to this, graduates will develop advanced skills to position exclusive brands, maintaining their prestige and differentiation.  

You will apply innovative ideas that boost the differentiation and competitiveness of Fashion or Luxury companies” 

Module 1. Leadership, Ethics and Social Responsibility in Companies

1.1. Globalization and Governance

1.1.1. Governance and Corporate Governance
1.1.2. The Fundamentals of Corporate Governance in Companies
1.1.3. The Role of the Board of Directors in the Corporate Governance Framework

1.2. Leadership

1.2.1. Leadership. A Conceptual Approach
1.2.2. Leadership in Companies
1.2.3. The Importance of Leaders in Business Management

1.3. Cross-Cultural Management

1.3.1. Cross-Cultural Management Concept
1.3.2. Contributions to Knowledge of National Cultures
1.3.3. Diversity Management

1.4. Management and Leadership Development

1.4.1. Concept of Management Development
1.4.2. Concept of Leadership
1.4.3. Leadership Theories
1.4.4. Leadership Styles
1.4.5. Intelligence in Leadership
1.4.6. The Challenges of Today's Leader

1.5. Business Ethics

1.5.1. Ethics and Morals
1.5.2. Business Ethics
1.5.3. Leadership and Ethics in Companies

1.6. Sustainability

1.6.1. Sustainability and Sustainable Development
1.6.2. The 2030 Agenda
1.6.3. Sustainable Companies

1.7. Corporate Social Responsibility

1.7.1. International Dimensions of Corporate Social Responsibility
1.7.2. Implementing Corporate Social Responsibility
1.7.3. The Impact and Measurement of Corporate Social Responsibility

1.8. Responsible Management Systems and Tools

1.8.1. CSR: Corporate Social Responsibility
1.8.2. Essential Aspects for Implementing a Responsible Management Strategy
1.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System
1.8.4. Tools and Standards of Corporate Social Responsibility

1.9. Multinationals and Human Rights

1.9.1. Globalization, Multinational Corporations and Human Rights
1.9.2. Multinational Corporations and International Law
1.9.3. Legal Instruments for Multinationals in the Area of Human Rights

1.10. Legal Environment and Corporate Governance

1.10.1. International Rules on Importation and Exportation
1.10.2. Intellectual and Industrial Property
1.10.3. International Labor Law

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Conceptual Framework
2.1.2. Key Elements in Organizational Design
2.1.3. Basic Organizational Models
2.1.4. Organizational Design: Typologies

2.2. Corporate Strategy

2.2.1. Competitive Corporate Strategy
2.2.2. Types of Growth Strategies
2.2.3. Conceptual Framework

2.3. Strategic Planning and Strategy Formulation

2.3.1. Conceptual Framework
2.3.2. Elements of Strategic Planning
2.3.3. Strategy Formulation: Process of Strategic Planning

2.4. Strategic Thinking

2.4.1. The Company as a System
2.4.2. Organization Concept

2.5. Financial Diagnosis

2.5.1. Concept of Financial Diagnosis
2.5.2. Stages of Financial Diagnosis
2.5.3. Assessment Methods for Financial Diagnosis

2.6. Planning and Strategy

2.6.1. The Plan from a Strategy
2.6.2. Strategic Positioning
2.6.3. Strategy in Companies

2.7. Strategy Models and Patterns

2.7.1. Conceptual Framework
2.7.2. Strategic Models
2.7.3. Strategic Patterns: The Five P’s of Strategy

2.8. Competitive Strategy

2.8.1. Competitive Advantage
2.8.2. Choosing a Competitive Strategy
2.8.3. Strategies Based on the Strategic Clock Model
2.8.4. Types of Strategies according to the Industrial Sector Life Cycle

2.9. Strategic Management

2.9.1. The Concept of Strategy
2.9.2. The Process of Strategic Management
2.9.3. Approaches in Strategic Management

2.10. Strategy Implementation

2.10.1. Indicator Systems and Process Approach
2.10.2. Strategic Map
2.10.3. Strategic Alignment

2.11. Executive Management

2.11.1. Conceptual Framework of Executive Management
2.11.2. Executive Management. The Role of the Board of Directors and Corporate Management Tools

2.12. Strategic Communication

2.12.1. Interpersonal Communication
2.12.2. Communication Skills and Influence
2.12.3. Internal Communication
2.12.4. Barriers to Business Communication

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Behavior. Conceptual Framework
3.1.2. Main Factors of Organizational Behavior

3.2. People in Organizations

3.2.1. Quality of Work Life and Psychological Well-Being
3.2.2. Work Teams and Meeting Management
3.2.3. Coaching and Team Management
3.2.4. Managing Equality and Diversity

3.3. Strategic People Management

3.3.1. Strategic Management and Human Resources
3.3.2. Strategic People Management

3.4. Evolution of Resources. An Integrated Vision

3.4.1. The Importance of Human Resources
3.4.2. A New Environment for People Management and Leadership
3.4.3. Strategic Human Resources Management

3.5. Selection, Group Dynamics and Human Resources Recruitment

3.5.1. Approach to Recruitment and Selection
3.5.2. Recruitment
3.5.3. The Selection Process

3.6. Human Resources Management by Competencies

3.6.1. Analysis of the Potential
3.6.2. Remuneration Policy
3.6.3. Career/Succession Planning

3.7. Performance Evaluation and Performance Management

3.7.1. Performance Management
3.7.2. Performance Management: Objectives and Process

3.8. Management of Training

3.8.1. Learning Theories
3.8.2. Talent Detection and Retention
3.8.3. Gamification and Talent Management
3.8.4. Training and Professional Obsolescence

3.9. Talent Management

3.9.1. Keys for Positive Management
3.9.2. Conceptual Origin of Talent and Its Implication in the Company
3.9.3. Map of Talent in the Organization
3.9.4. Cost and Added Value

3.10. Innovation in Talent and People Management

3.10.1. Strategic Talent Management Models
3.10.2. Talent Identification, Training and Development
3.10.3. Loyalty and Retention
3.10.4. Proactivity and Innovation

3.11. Motivation

3.11.1. The Nature of Motivation
3.11.2. Expectations Theory
3.11.3. Needs Theory
3.11.4. Motivation and Financial Compensation

3.12. Employer Branding

3.12.1. Employer Branding in Human Resources
3.12.2. Personal Branding for Human Resources Professionals

3.13. Developing High-Performance Teams

3.13.1. High-Performance Teams: Self-Managed Teams
3.13.2. Methodologies for the Management of High-Performance Self-Managed Teams

3.14. Management Skills Development

3.14.1. What are Manager Competencies?
3.14.2. Elements of Competencies
3.14.3. Knowledge
3.14.4. Management Skills
3.14.5. Attitudes and Values in Managers
3.14.6. Managerial Skills

3.15. Time Management

3.15.1. Benefits
3.15.2. What Can Be the Causes of Poor Time Management?
3.15.3. Time
3.15.4. Time Illusions
3.15.5. Attention and Memory
3.15.6. State of Mind
3.15.7. Time Management
3.15.8. Being Proactive
3.15.9. Be Clear About the Objective
3.15.10. Order
3.15.11. Planning

3.16. Change Management

3.16.1. Change Management
3.16.2. Type of Change Management Processes
3.16.3. Stages or Phases in the Change Management Process

3.17. Negotiation and Conflict Management

3.17.1. Negotiation
3.17.2. Conflict Management
3.17.3. Crisis Management

3.18. Executive Communication

3.18.1. Internal and External Communication in the Corporate Environment
3.18.2. Communication Departments
3.18.3. The Person in Charge of Communication of the Company. The Profile of the Dircom

3.19. Human Resources Management and Occupational Health and Safety Teams

3.19.1. Management of Human Resources and Teams
3.19.2. Occupational Risk Prevention

3.20. Productivity, Attraction, Retention and Activation of Talent

3.20.1. Productivity
3.20.2. Talent Attraction and Retention Levers

3.21. Monetary Compensation vs. Non-Cash

3.21.1. Monetary Compensation vs. Non-Cash
3.21.2. Wage Band Models
3.21.3. Non-Cash Compensation Models
3.21.4. Working Model
3.21.5. Corporate Community
3.21.6. Company Image
3.21.7. Emotional Salary

3.22. Innovation in Talent and People Management

3.22.1. Innovation in Organizations
3.22.2. New Challenges in the Human Resources Department
3.22.3. Innovation Management
3.22.4. Tools for Innovation

3.23. Knowledge and Talent Management

3.23.1. Knowledge and Talent Management
3.23.2. Knowledge Management Implementation

3.24. Transforming Human Resources in the Digital Era

3.24.1. The Socioeconomic Context
3.24.2. New Forms of Corporate Organization
3.24.3. New Methodologies

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Macroeconomic Environment and the National Financial System
4.1.2. Financial Institutions
4.1.3. Financial Markets
4.1.4. Financial Assets
4.1.5. Other Financial Sector Entities

4.2. Company Financing

4.2.1. Sources of Financing
4.2.2. Types of Financing Costs

4.3. Executive Accounting

4.3.1. Basic Concepts
4.3.2. The Company's Assets
4.3.3. The Company's Liabilities
4.3.4. The Company's Net Worth
4.3.5. Results Research

4.4. Management Accounting to Cost Accounting

4.4.1. Elements of Cost Calculation
4.4.2. Expenses in General Accounting and Cost Accounting
4.4.3. Costs Classification

4.5. Information Systems and Business Intelligence

4.5.1. Fundamentals and Classification
4.5.2. Cost Allocation Phases and Methods
4.5.3. Choice of Cost Center and Impact

4.6. Budget and Management Control

4.6.1. The Budget Model
4.6.2. Capital Budget
4.6.3. The Operating Budget
4.6.5. The Treasury’s Budget
4.6.6. Budget Monitoring

4.7. Treasury Management

4.7.1. Accounting Working Capital and Required Working Capital
4.7.2. Calculation of Operating Cash Requirements
4.7.3. Credit Management

4.8. Corporate Tax Responsibility

4.8.1. Basic Tax Concepts
4.8.2. Corporate Income Tax
4.8.3. Value Added Tax
4.8.4. Other Taxes Related to Commercial Activity
4.8.5. The Company as a Facilitator of the Work of the State

4.9. Corporate Control Systems

4.9.1. Analysis of Financial Statements
4.9.2. The Company's Balance Sheet
4.9.3. The Profit and Loss Statement
4.9.4. The Statement of Cash Flows
4.9.5. Ratio Analysis

4.10. Financial Management

4.10.1. The Company's Financial Decisions
4.10.2. Financial Department
4.10.3. Cash Surpluses
4.10.4. Risks Associated with Financial Management
4.10.5. Financial Administration Risk Management

4.11. Financial Planning

4.11.1. Definition of Financial Planning
4.11.2. Actions to be Taken in Financial Planning
4.11.3. Creation and Establishment of the Business Strategy
4.11.4. The Cash Flow Table
4.11.5. The Working Capital Table

4.12. Corporate Financial Strategy

4.12.1. Corporate Strategy and Sources of Financing
4.12.2. Financial Products for Corporate Financing

4.13. Macroeconomic Context

4.13.1. Macroeconomic Context
4.13.2. Relevant Economic Indicators
4.13.3. Mechanisms for the Control of Macroeconomic Magnitudes
4.13.4. Economic Cycles

4.14. Strategic Financing

4.14.1. Self-Financing
4.14.2. Increase in Equity
4.14.3. Hybrid Resources
4.14.4. Financing Through Intermediaries

4.15. Money and Capital Markets

4.15.1. Money Market
4.15.2. Fixed Income Market
4.15.3. Equity Markets
4.15.4. The Foreign Exchange Market
4.15.5. The Derivatives Market

4.16. Financial Analysis and Planning

4.16.1. Analysis of the Balance Sheet
4.16.2. Income Statement Analysis
4.16.3. Profitability Analysis

4.17. Analyzing and Solving Cases/Problems

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

Module 5. Operations and Logistics Management

5.1. Operations Direction and Management

5.1.1. The Role of Operations
5.1.2. The Impact of Operations on the Management of Companies
5.1.3. Introduction to Operations Strategy
5.1.4. Operations Management

5.2. Industrial Organization and Logistics

5.2.1. Industrial Organization Department
5.2.2. Logistics Department

5.3. Structure and Types of Production (MTS, MTO, ATO, ETO...)

5.3.1. Production System
5.3.2. Production Strategy
5.3.3. Inventory Management System
5.3.4. Production Indicators

5.4. Structure and Types of Procurement

5.4.1. Function of Procurement
5.4.2. Procurement Management
5.4.3. Types of Purchases
5.4.4. Efficient Purchasing Management of a Company
5.4.5. Stages of the Purchase Decision Process

5.5. Economic Control of Purchasing

5.5.1. Economic Influence of Purchases
5.5.2. Cost Centers
5.5.3. Budget
5.5.4. Budgeting vs. Actual Expenditure
5.5.5. Budgetary Control Tools

5.6. Warehouse Operations Control

5.6.1. Inventory Control
5.6.2. Location Systems
5.6.3. Stock Management Techniques
5.6.4. Storage Systems

5.7. Strategic Purchasing Management

5.7.1. Business Strategy
5.7.2. Strategic Planning
5.7.3. Purchasing Strategies

5.8. Typologies of the Supply Chain (SCM)

5.8.1. Supply Chain
5.8.2. Benefits of Supply Chain Management
5.8.3. Logistical Management in the Supply Chain

5.9. Supply Chain Management

5.9.1. The Concept of Supply Chain Management (SCM)
5.9.2. Costs and Efficiency of the Operations Chain
5.9.3. Demand Patterns
5.9.4. Operations Strategy and Change

5.10. Interactions Between the SCM and All Other Departments

5.10.1. Interaction of the Supply Chain
5.10.2. Interaction of the Supply Chain. Integration by Parts
5.10.3. Supply Chain Integration Problems
5.10.4. Supply Chain 4.0

5.11. Logistics Costs

5.11.1. Logistics Costs
5.11.2. Problems with Logistics Costs
5.11.3. Optimizing Logistic Costs

5.12. Profitability and Efficiency of Logistics Chains: KPIs

5.12.1. Logistics Chain
5.12.2. Profitability and Efficiency of the Logistics Chain
5.12.3. Indicators of Profitability and Efficiency of the Supply Chain

5.13. Process Management

5.13.1. Process Management
5.13.2. Process-Based Approach: Process Mapping
5.13.3. Improvements in Process Management

5.14. Distribution and Transportation Logistics

5.14.1. Distribution in the Supply Chain
5.14.2. Transportation Logistics
5.14.3. Geographic Information Systems as a Support to Logistics

5.15. Logistics and Customers

5.15.1. Demand Analysis
5.15.2. Demand and Sales Forecast
5.15.3. Sales and Operations Planning
5.15.4. Collaborative Planning, Forecasting and Replenishment (CPFR)

5.16. International Logistics

5.16.1. Export and Import Processes
5.16.2. Customs
5.16.3. Methods and Means of International Payment
5.16.4. International Logistics Platforms

5.17. Outsourcing of Operations

5.17.1. Operations Management and Outsourcing
5.17.2. Outsourcing Implementation in Logistics Environments

5.18. Competitiveness in Operations

5.18.1. Operations Management
5.18.2. Operational Competitiveness
5.18.3. Operations Strategy and Competitive Advantages

5.19. Quality Management

5.19.1. Internal and External Customers
5.19.2. Quality Costs
5.19.3. Ongoing Improvement and the Deming Philosophy

Module 6. Information Systems Management

6.1. Technological Environment

6.1.1. Technology and Globalization
6.1.2. Economic Environment and Technology
6.1.3. Technological Environment and Its Impact on Companies

6.2. Information Systems in Companies

6.2.1. The Evolution of the IT Model
6.2.2. Organization and IT Departments
6.2.3. Information Technology and Economic Environment

6.3. Corporate Strategy and Technology Strategy

6.3.1. Creating Value for Customers and Shareholders
6.3.2. Strategic IS/IT Decisions
6.3.3. Corporate Strategy vs. Technological and Digital Strategy

6.4. Information Systems Management

6.4.1. Corporate Governance of Technology and Information Systems
6.4.2. Management of Information Systems in Companies
6.4.3. Expert Managers in Information Systems: Roles and Functions

6.5. Information Technology Strategic Planning

6.5.1. Information Systems and Corporate Strategy
6.5.2. Strategic Planning of Information Systems
6.5.3. Phases of Information Systems Strategic Planning

6.6. Information Systems for Decision-Making

6.6.1. Business Intelligence
6.6.2. Data Warehouse
6.6.3. Balanced Scorecard (BSC)

6.7. Exploring the Information

6.7.1. SQL: Relational Databases. Basic Concepts
6.7.2. Networks and Communications
6.7.3. Operational System: Standardized Data Templates
6.7.4. Strategic System: OLAP, Multidimensional Model and Graphical Dashboards
6.7.5. Strategic DB Analysis and Report Composition

6.8. Enterprise Business Intelligence

6.8.1. The World of Data
6.8.2. Relevant Concepts
6.8.3. Main Characteristics
6.8.4. Solutions in Today's Market
6.8.5. Overall Architecture of a BI Solution
6.8.6. Cybersecurity in BI and Data Science

6.9. New Business Concept

6.9.1. Why BI?
6.9.2. Obtaining Information
6.9.3. BI in the Different Departments of the Company
6.9.4. Reasons to Invest in BI

6.10. BI Tools and Solutions

6.10.1. How to Choose the Best Tool?
6.10.2. Microsoft Power BI, MicroStrategy and Tableau
6.10.3. SAP BI, SAS BI and Qlikview
6.10.4. Prometheus

6.11. BI Project Planning and Management

6.11.1. First Steps to Define a BI Project
6.11.2. BI Solution for the Company
6.11.3. Requirements and Objectives

6.12. Corporate Management Applications

6.12.1. Information Systems and Corporate Management
6.12.2. Applications for Corporate Management
6.12.3. Enterprise Resource Planning Systems or ERP

6.13. Digital Transformation

6.13.1. Conceptual Framework of Digital Transformation
6.13.2. Digital Transformation; Key Elements, Benefits and Drawbacks
6.13.3. Digital Transformation in Companies

6.14. Technology and Trends

6.14.1. Main Trends in the Field of Technology that are Changing Business Models
6.14.2. Analysis of the Main Emerging Technologies

6.15. IT Outsourcing

6.15.1. Conceptual Framework of Outsourcing
6.15.2. IT Outsourcing and its Impact on the Business
6.15.3. Keys to Implement Corporate IT Outsourcing Projects

Module 7. Commercial Management, Strategic Marketing and Corporate Communications

7.1. Commercial Management

7.1.1. Conceptual Framework of Commercial Management
7.1.2. Business Strategy and Planning
7.1.3. The Role of Sales Managers

7.2. Marketing

7.2.1. The Concept of Marketing
7.2.2. Basic Elements of Marketing
7.2.3. Marketing Activities of the Company

7.3. Strategic Marketing Management

7.3.1. The Concept of Strategic Marketing
7.3.2. Concept of Strategic Marketing Planning
7.3.3. Stages in the Process of Strategic Marketing Planning

7.4. Digital Marketing and E-Commerce

7.4.1. Digital Marketing and E-Commerce Objectives
7.4.2. Digital Marketing and Media Used
7.4.3. E-Commerce. General Context
7.4.4. Categories of E-Commerce
7.4.5. Advantages and Disadvantages of E-commerce Versus Traditional Commerce

7.5. Managing Digital Business

7.5.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
7.5.2. Designing and Creating a Digital Marketing Plan
7.5.3. ROI Analysis in a Digital Marketing Plan

7.6. Digital Marketing to Reinforce a Brand

7.6.1. Online Strategies to Improve Your Brand's Reputation
7.6.2. Branded Content and Storytelling

7.7. Digital Marketing Strategy

7.7.1. Defining the Digital Marketing Strategy
7.7.2. Digital Marketing Strategy Tools

7.8. Digital Marketing to Attract and Retain Customers

7.8.1. Loyalty and Engagement Strategies using the Internet
7.8.2. Visitor Relationship Management
7.8.3. Hypersegmentation

7.9. Managing Digital Campaigns

7.9.1. What Is a Digital Advertising Campaign?
7.9.2. Steps to Launch an Online Marketing Campaign
7.9.3. Mistakes in Digital Advertising Campaigns

7.10. Online Marketing Plan

7.10.1. What Is an Online Marketing Plan?
7.10.2. Steps to Create an Online Marketing Plan
7.10.3. Advantages of Having an Online Marketing Plan

7.11. Blended Marketing

7.11.1. What Is Blended Marketing?
7.11.2. Differences Between Online and Offline Marketing
7.11.3. Aspects to Be Taken into Account in the Blended Marketing Strategy
7.11.4. Characteristics of a Blended Marketing Strategy
7.11.5. Recommendations in Blended Marketing
7.11.6. Benefits of Blended Marketing

7.12. Sales Strategy

7.12.1. Sales Strategy
7.12.2. Sales Methods

7.13. Corporate Communication

7.13.1. Concept
7.13.2. The Importance of Communication in the Organization
7.13.3. Type of Communication in the Organization
7.13.4. Functions of Communication in the Organization
7.13.5. Elements of Communication
7.13.6. Communication Problems
7.13.7. Communication Scenarios

7.14. Corporate Communication Strategy

7.14.1. Motivational Programs, Social Action, Participation and Training with Human Resources
7.14.2. Internal Communication Support and Tools
7.14.3. Internal Communication Plan

7.15. Digital Communication and Reputation

7.15.1. Online Reputation
7.15.2. How to Measure Digital Reputation?
7.15.3. Online Reputation Tools
7.15.4. Online Reputation Report
7.15.5. Online Branding

Module 8. Market Research, Advertising and Commercial Management

8.1. Market Research

8.1.1. Marketing Research: Historical Origin
8.1.2. Analysis and Evolution of the Conceptual Framework of Marketing Research
8.1.3. Key Elements and Value Contribution of Market Research

8.2. Quantitative Research Methods and Techniques

8.2.1. Sample Size
8.2.2. Sampling
8.2.3. Types of Quantitative Techniques

8.3. Qualitative Research Methods and Techniques

8.3.1. Types of Qualitative Research
8.3.2. Qualitative Research Techniques

8.4. Market Segmentation

8.4.1. Market Segmentation Concept
8.4.2. Utility and Segmentation Requirements
8.4.3. Consumer Market Segmentation
8.4.4. Industrial Market Segmentation
8.4.5. Segmentation Strategies
8.4.6. Segmentation Based on Marketing Mix Criteria
8.4.7. Market Segmentation Methodology

8.5. Research Project Management

8.5.1. Market Research as a Process
8.5.2. Planning Stages in Market Research
8.5.3. Execution Stages in Marketing Research
8.5.4. Managing a Research Project

8.6. International Market Research

8.6.1. International Market Research
8.6.2. International Market Research Process
8.6.3. The Importance of Secondary Sources in International Market Research

8.7. Feasibility Studies

8.7.1. Concept and Usefulness
8.7.2. Outline of a Feasibility Study
8.7.3. Development of a Feasibility Study

8.8. Publicity

8.8.1. Historical Background of Advertising
8.8.2. Conceptual Framework of Advertising; Principles, Concept of Briefing and Positioning
8.8.3. Advertising Agencies, Media Agencies and Advertising Professionals
8.8.4. Importance of Advertising in Business
8.8.5. Advertising Trends and Challenges

8.9. Developing the Marketing Plan

8.9.1. Marketing Plan Concept
8.9.2. Situation Analysis and Diagnosis
8.9.3. Strategic Marketing Decisions
8.9.4. Operating Marketing Decisions

8.10. Promotion and Merchandising Strategies

8.10.1. Integrated Marketing Communication
8.10.2. Advertising Communication Plan
8.10.3. Merchandising as a Communication Technique

8.11. Media Planning

8.11.1. Origin and Evolution of Media Planning
8.11.2. Media
8.11.3. Media Plan

8.12. Fundamentals of Commercial Management

8.12.1. The Role of Commercial Management
8.12.2. Systems of Analysis of the Company/Market Commercial Competitive Situation
8.12.3. Commercial Planning Systems of the Company
8.12.4. Main Competitive Strategies

8.13. Commercial Negotiation

8.13.1. Commercial Negotiation
8.13.2. Psychological Issues in Negotiation
8.13.3. Main Negotiation Methods
8.13.4. The Negotiation Process

8.14. Decision-Making in Commercial Management

8.14.1. Commercial Strategy and Competitive Strategy
8.14.2. Decision Making Models
8.14.3. Decision-Making Analytics and Tools
8.14.4. Human Behavior in Decision Making

8.15. Sales Network Management

8.15.1. Sales Management 
8.15.2. Networks Serving Commercial Activity
8.15.3. Salesperson Recruitment and Training Policies
8.15.4. Remuneration Systems for Own and External Commercial Networks
8.15.5. Management of the Commercial Process. Control and Assistance to the Work of the Sales Representatives Based on the Information

8.16. Implementing the Commercial Function

8.16.1. Recruitment of Own Sales Representatives and Sales Agents
8.16.2. Controlling Commercial Activity
8.16.3. The Code of Ethics of Sales Personnel
8.16.4. Compliance with Legislation
8.16.5. Generally Accepted Standards of Business Conduct

8.17. Key Account Management

8.17.1. Concept of Key Account Management
8.17.2. The Key Account Manager
8.17.3. Key Account Management Strategy

8.18. Financial and Budgetary Management

8.18.1. The Break-Even Point
8.18.2. The Sales Budget. Control of Management and of the Annual Sales Plan
8.18.3. Financial Impact of Strategic Sales Decisions
8.18.4. Cycle Management, Turnover, Profitability and Liquidity
8.18.5. Income Statement

Module 9. Innovation and Project Management

9.1. Innovation

9.1.1. Introduction to Innovation
9.1.2. Innovation in the Entrepreneurial Ecosystem
9.1.3. Instruments and Tools for the Business Innovation Process

9.2. Innovation Strategy

9.2.1. Strategic Intelligence and Innovation
9.2.2. Innovation from Strategy

9.3. Project Management for Startups

9.3.1. Startup Concept
9.3.2. Lean Startup Philosophy
9.3.3. Stages of Startup Development
9.3.4. The Role of a Project Manager in a Startup

9.4. Business Model Design and Validation

9.4.1. Conceptual Framework of a Business Model
9.4.2. Business Model Design and Validation

9.5. Project Management and Direction

9.5.1. Project Management: Identification of Opportunities to Develop Corporate Innovation Projects
9.5.2. Main Stages or Phases in the Direction and Management of Innovation Projects

9.6. Project Change Management: Training Management

9.6.1. Concept of Change Management
9.6.2. The Change Management Process
9.6.3. Change Implementation

9.7. Project Communication Management

9.7.1. Project Communications Management
9.7.2. Key Concepts for Project Communications Management
9.7.3. Emerging Trends
9.7.4. Adaptations to Equipment
9.7.5. Planning Communications Management
9.7.6. Managing Communications
9.7.7. Monitoring Communications

9.8. Traditional and Innovative Methodologies

9.8.1. Innovative Methodologies
9.8.2. Basic Principles of Scrum
9.8.3. Differences between the Main Aspects of Scrum and Traditional Methodologies

9.9. Creation of a Startup

9.9.1. Creation of a Startup
9.9.2. Organization and Culture
9.9.3. Top Ten Reasons Why Startups Fail

9.10. Project Risk Management Planning

9.10.1. Risk Planning
9.10.2. Elements for Creating a Risk Management Plan
9.10.3. Tools for Creating a Risk Management Plan
9.10.4. Content of the Risk Management Plan

Module 10. Executive Management

10.1. General Management

10.1.1. The Concept of General Management
10.1.2. The Role of the CEO
10.1.3. The CEO and Their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Manager Functions: Organizational Culture and Approaches

10.2.1. Manager Functions: Organizational Culture and Approaches

10.3. Operations Management

10.3.1. The Importance of Management
10.3.2. Value Chain
10.3.3. Quality Management

10.4. Public Speaking and Spokesperson Education

10.4.1. Interpersonal Communication
10.4.2. Communication Skills and Influence
10.4.3. Communication Barriers

10.5. Personal and Organizational Communications Tools

10.5.1. Interpersonal Communication
10.5.2. Interpersonal Communication Tools
10.5.3. Communication in the Organization
10.5.4. Tools in the Organization

10.6. Communication in Crisis Situations

10.6.1. Crisis
10.6.2. Phases of the Crisis
10.6.3. Messages: Contents and Moments

10.7. Preparation of a Crisis Plan

10.7.1. Analysis of Possible Problems
10.7.2. Planning
10.7.3. Adequacy of Personnel

10.8. Emotional Intelligence

10.8.1. Emotional Intelligence and Communication
10.8.2. Assertiveness, Empathy and Active Listening
10.8.3. Self-Esteem and Emotional Communication

10.9. Personal Branding

10.9.1. Strategies for Personal Brand Development
10.9.2. Personal Branding Laws
10.9.3. Tools for Creating Personal Brands

10.10. Leadership and Team Management

10.10.1. Leadership and Leadership Styles
10.10.2. Leader Capabilities and Challenges
10.10.3. Managing Change Processes
10.10.4. Managing Multicultural Teams

Module 11. Introduction to Communication in the Fashion, Beauty and Luxury Industry 

11.1. Development and Evolution of the Fashion Industry

11.1.1. Fashion Throughout History
11.1.2. Evolution of the Textile Industry
11.1.3. The Fast Fashion Model and Today's Consumer Industry

11.2. Main Milestones and Characteristics of the Beauty and Perfumery Industry

11.2.1. History of Perfumery
11.2.2. Perfumery as the Main Point of Contact to the Luxury Market
11.2.3. Communication in the Main Beauty and Perfumery Retail Chains

11.3. Introduction to the Sociology of Fashion

11.3.1. Fashion as a Social Agent
11.3.2. Sociology of Trends
11.3.3. Fashion as an Artistic Concept

11.4. Luxury in the 21st Century and the Digital Experience 

11.4.1. New Ways of Understanding Luxury 
11.4.2. Fashion and Luxury in the Digital Environment
11.4.3. How Digital Tools Can Enrich the Luxury Experience 

11.5. Adaptation of the Brand Discourse to Each Communication Channel  

11.5.1. Main Communication Channels in the Fashion, Beauty and Luxury Industry 
11.5.2. Mapping the Communication Strategy. Choice of Channel and Message
11.5.3. The Profile of the Communicator in Social Social Networks

11.6. Evolution of Brand Legacy in the Luxury Industry

11.6.1. History as a Backdrop. Building a Brand Discourse from the Past.
11.6.2. The Role of Creative Management in the Brand Discourse
11.6.3. Beginning the Brand Legacy in the 21st Century

11.7. Fashion Communication in the Digital Environment. Globalization and the Single Market

11.7.1. Communicating in the Digital Environment
11.7.2. Internationalization of Brands
11.7.3. Effects of Globalization on Fashion and Beauty Communication

11.8. Principles of Branding

11.8.1. The Brand Is What Prevails. Management of Intangibles
11.8.2. Tons and Manners. Construction of the Brand Discourse
11.8.3. Building a Brand in a Global Market

11.9. Approach to Sustainability in the MBL Markets 

11.9.1. Sustainability and Environment in the Fashion System. Actors and Processes
11.9.2. Diversity and Inclusion in the Fashion and Beauty Industry
11.9.3. Sustainability in the Luxury Market

11.10. The Communication Professional in the Fashion Industry

11.10.1. The Role of the Communication Department in a Fashion Company
11.10.2. Outsourcing of the Communication Department The Role of Agencies
11.10.3. Professional Profiles of Communication in the Fashion, Beauty and Luxury Industry

Module 12. Consumer Identity and Evolving Trends 

12.1. Fashion as a Social Communication Tool

12.1.1. Expansion of the Fashion Phenomenon and Social Changes
12.1.2. Appearance as a Form of Individual Identity
12.1.3. Elements Defining the Visual Language of Fashion

12.2. Visual Expression of Color

12.2.1. The Importance of Color in Purchasing Decisions
12.2.2. Color Theory and Chromatic Emotions
12.2.3. The Use of Color in the Fashion Ecosystem

12.3. New Consumer Profiles

12.3.1. The Correct Segmentation of Consumers in the 21st Century
12.3.2. Brands Facing New Customers: From Consumers to Prosumers
12.3.3. Trends and Factors Conditioning the Purchasing Process

12.4. Preferences of the Luxury Consumer

12.4.1. The Lifestyle of the Luxury Client: Values and Priorities
12.4.2. The Dynamics of Consumption in the Luxury World
12.4.3. Discovering Luxury Retail and E-tail

12.5. Observation and Research of Trends in Coolhunting Theory

12.5.1. The Figure of the Trend Hunter in the Fashion Industry
12.5.2. From Trendsetters to Mass Consumption
12.5.3. Trend Research Agencies

12.6. Innovation, Trend and “Hype”. From Innovation to Consolidation

12.6.1. Differentiation of Concepts
12.6.2. Macrotrends and Microtrends
12.6.3. Cycles and Theories of Trend Diffusion

12.7. Methodology and Analysis for Trend Detection 

12.7.1. The Art and Science of Trend Spotting. CSI (Coolhunting Science Insights) 
12.7.2. Observation and Documentation as Disciplines of Analysis
12.7.3. Methods to Obtain Data From the Interview to the Delphi Method

12.8. The Cosmetics Sector, Beauty as a Lifestyle

12.8.1. The Beauty Industry, the Sale of Intangibles
12.8.2. Market Trends in the 21st Century
12.8.3. The Informed Consumer: The Rise of Niche and Eco Cosmetics 2.8.4.

12.9. Concept Stores. Physical and Digital Trend Spaces

12.9.1. An Unusual Selling Space in the Right Hotspots
12.9.2. The Shopping Experience Beyond Fashion. Art, Culture and Design
12.9.3. Concept Stores also Online

12.10. Post-COVID19 Fashion, Beauty and Luxury Consumer Trends

12.10.1. What Has Changed Forever in Consumption Habits
12.10.2. What the Shopping of the Future Will Be Like
12.10.3. Sustainability, Technology and Innovation as Key Elements

Module 13. Content Creation: The Message 

13.1. Elements of Communication: The Sender, the Receiver and the Message - Slogan 

13.1.1. The Communication Process and the Components Involved. 
13.1.2. Cognitive, Emotional and Social Messages in the Fashion Ecosystem 
13.1.3. Evolution of the Advertising Slogan in the Beauty Market 

13.2. Traditional Methods of Information Transmission in the Fashion Industry: Advertising 

13.2.1. Advertisements as Sources of Value Transmission 
13.2.2. The Formation of the Stereotype from the Prototype 
13.2.3. The Structure and Composition of an Advertising Cartoon 

13.3. New Tools for Digital Content Creation: Ads 

13.3.1. Google Ads Algorithm 
13.3.2. Matching Levels and Key Metrics 
13.3.3. Creating an Ad for the Digital Environment 

13.4. Channels for the Diffusion of Content in Fashion, Luxury & Beauty 

13.4.1. Fashion Consumer Preferences 
13.4.2. The Off and Online Media and Their Complementarity 
13.4.3. Trends in the Dissemination of Information in the Luxury Market 

13.5. Personalization of Contents in the Luxury Sector 

13.5.1. The Style of Fashion Language and Its Technicalities 
13.5.2. Happiness, Quality and Functionality versus Cheap, Free and Urgent 
13.5.3. Omnidirectional Communication between Brand and User  

13.6. Implementing Content Automation in CRM 

13.6.1. What Is CRM and What Is It For? 
13.6.2. Types of Messages According to Customer Segmentation 
13.6.3. Salesforce Structure and Usability 

13.7. Design and Layout of the Fashion, Beauty and Luxury Newsletter 

13.7.1. The Organization and Structure of the Information 
13.7.2. Differences between the Press Release, the Newsletter and the Advertisement 
13.7.3. Frequency of Notifications and Measurement of Impact  

13.8. The Style of Language and the Impact of Image in the Fashion Industry 

13.8.1. The "Fashion" Colors: Integrating Pantone in Your Communication Strategy 
13.8.2. What Do Fashion Specialists Talk About? 
13.8.3. Information Design  

13.9. CMS Structure and Application 

13.9.1. The Purpose of the Content Management System 
13.9.2. Content Types for the Fashion Web 
13.9.3. Prestashop 

13.10. The Contingency Plan 

13.10.1. Key Points in the Planning of Content in the Fashion and Beauty Areas 
13.10.2. Seasonal Campaigns in the Fashion Industry 
13.10.3. Launching Flash Campaigns 

Module 14. Communication Techniques in the Fashion, Beauty and Luxury Ecosystem

14.1. The Fashion Ecosystem and Its Composition 

14.1.1. Construction and Maintenance of a Phygital Ecosystem 
14.1.2. Search Resources and the Development of SERPs 
14.1.3. Ecosystem Monitoring and Retrofitting 

14.2. Creation of a Brand Ecosystem: SEO, SEM and SMO 

14.2.1. Positioning of Digital Content: SEO 
14.2.2. The Creativity of SEM Campaigns 
14.2.3. The Relevance of SMO in the Fashion Industry 

14.3. Differences and Similarities in Fashion, Beauty and Luxury Brand Communication. 

14.3.1. Differences between a CMS Website and an E-Commerce Site  
14.3.2. Evolution of Communication Objectives 
14.3.3. Interaction in Content Creation 

14.4. Traditional Offline Communication Techniques: Press Release, News, and News Report 

14.4.1. Objective Communication: The Press Release and Relevant Information 
14.4.2. Social Communication: The News as a Driver of New Information 
14.4.3. Commercial Communication: The Advertorial as a Sales Element.  

14.5. The Creation of Blogs and Digital Dissemination Magazines  

14.5.1. Bidirectional Communication in Static Tools 
14.5.2. Structure and Composition of Blogs 
14.5.3. Content Creation for Digital Fashion Magazines 

14.6. Transmedia Narrative and Storytelling 

14.6.1. The Composition of Space and Time in Fashion Communication 
14.6.2. Virtual Realism in Transmedia Storytelling  
14.6.3. Stages in Storytelling Creation 

14.7. The Audiovisual Language in the Fashion Environment 

14.7.1. The Strength of the Image for the Beauty Sector 
14.7.2. The Storyline in a Brand Story 
14.7.3. The Creation of Fashion Icons and Myths 

14.8. The Creation of Content Based on the Google Trends Universe 

14.8.1. Functioning and Search Dynamics in Google Trends 
14.8.2. The Description of the Story in Relation to Keywords and Fashion Tagging 
14.8.3. The Integration of Competitors and Virality

14.9. Functioning of an Ecosystem in the Whole Universe. 

14.9.1. Alignment of Content and Trends 
14.9.2. The Musical Atmosphere in Audiovisual Communication 
14.9.3. Fashion Films 

14.10. Redefinition and Adaptation of the Brand Ecosystem 

14.10.1. Creativity, Innovation and Invention as Dynamics of Growth 
14.10.2. Inspiration and Aspirations of the Fashion Industry 
14.10.3. Reordering the Fashion Universe: Content for the Whole Community 

Module 15. Metrics for Communication Analysis 

15.1. The Analysis of Communication and the Management of Intangibles 

15.1.1. The Evolution of Communication: From Mass to Globalization 
15.1.2. Concept and Context of Intangible Assets 
15.1.3. The Measurement of the Brand, Identity and Corporate Culture 

15.2. Specific Indicators: Beyond the Benchmark  

15.2.1. What Is Fashion Made of? 
15.2.2. Specific Indicators of the Fashion Environment 
15.2.3. The Objective of Measurement and the Choice of Method 

15.3. Detection of Measurement Errors 

15.3.1. Error Analysis: Inference and the Contrastive Method 
15.3.2. Type of Errors and Their Seriousness in Fashion Communication 
15.3.3. The Planning and the Budget in the Communicative Actions. 

15.4. Traditional Metrics for Communication Analysis 

15.4.1. Statistical Principles and Data Structure 
15.4.2. Qualitative Research Methodology 
15.4.3. Types of Traditional Metrics: Structure and Function 

15.5. Digital Metrics: Google Analytics 

15.5.1. Web Positioning in Fashion Brands 
15.5.2. What Are We Measuring in the Digital Environment? 
15.5.3. Types of Digital Metrics: Structure and Function 

15.6. Creation and Adaptation of the Communicative Product 

15.6.1. The Value of the Communicative Product in the Fashion Industry 
15.6.2. The Interpretation of Data and the Effectiveness of Solutions 
15.6.3. Individual Perceptions Hidden in the Psychology of the Fashion Consumer 

15.7. Impact of Measurement on Decision-Making 

15.7.1. Appropriate Questions and Hypothesis Formulation 
15.7.2. Benchmark and the Competitive Environment 
15.7.3. Change Management, Trust and Measuring Success in a Fashion Brand 

15.8. Forecasting and Metrics as a Long-Term Strategy 

15.8.1. The Brand Behavior Pattern 
15.8.2. Frequency Map and Fashion Evolution Analysis 
15.8.3. Simulating Innovation Scenarios 

15.9. The Analytical Report and Its Presentation 

15.9.1. Purpose of the Report: The Brand's Behavior Pattern 
15.9.2. Components of the Analytical Report on Fashion Communication 
15.9.3. Data Visualization 

15.10. Express Evaluation for Crisis Situations 

15.10.1. Decisive Variables 
15.10.2. Short-Term Impact and Strategy Reframing 
15.10.3. The Untouchables: The Scale of Priorities of a Fashion Brand 

Module 16. Specialized Press and Public Relations 

16.1. Communication in the Specialized Press 

16.1.1. Media Specialized in Fashion and Beauty, Women's Press  
16.1.2. The Role of the Communication Agency in Communication  
16.1.3. The Current Value of the Offline Press  

16.2. Evolution of Communication Models in PR

16.2.1. Concept of Public Relations  
16.2.2. Theoretical Approach to Classic PR Models (Grunig and Hunt) 
16.2.3. Towards a New Approach to Public Relations, the 5th Model  

16.3. Persuasive Communication in Public Relations

16.3.1. Persuasive and Informative Public Relations Component 
16.3.2. Differentiation between Public Relations and Journalistic Activity  
16.3.3. The Role of PR vs. the Role of Marketing and Advertising  

16.4. Tools for Communicating with the Press  

16.4.1. The Press Office and How It Works 
16.4.2. Useful Press Materials  
16.4.3. How to Construct an Effective Press Release 

16.5. Fashion and Beauty Communication Planning and Strategy  

16.5.1. Preliminary Study: Briefing Analysis 
16.5.2. The RACE Method 
16.5.3. The Communication Plan 

16.6. Communication Actions and Events for Fashion & Beauty  

16.6.1. Types of Communication in the Service of Brands
16.6.2. Criteria for Selecting Communication Actions  
16.6.3. Design of Activities and Agenda Setting in Beauty and Fashion 

16.7. Measuring Results 

16.7.1. The Need to Monitor Public Relations 
16.7.2. Classic Quantitative Measurement Tools: Clipping and V.P.E 
16.7.3. The Importance of Qualitative Valuation 

16.8. Mistakes to Avoid in the Communication and Public Relations

16.8.1. Downplaying the Importance of the Media 
16.8.2. Excessive Content and Lack of Relevance 
16.8.3. Improvisation vs. Planning 

16.9. Ethics and Psychosocial Perspectives 

16.9.1. Public Relations in the 21st Century: Between Progress and Social Welfare 
16.9.2. Social Responsibility and Public Relations 
16.9.3. The Ethics of Public Relations: Self-Awareness, Independence, and Commitment  

16.10. Latest Trends and Studies in Public Relations 

16.10.1. The New Public Relations, More "Social" than Ever Before  
16.10.2. Emotional Communication and Neuromarketing 
16.10.3. Key Insights into Today's Consumers 

Module 17. New Communication Channels: Social Networks & YouTube 

17.1. Influence and Other Power Strategies in the New Digital Channels 

17.1.1. Power Strategies Linked to Fashion Communication 
17.1.2. Influencing in the Field of Social Media 
17.1.3. The Management of the New Digital Leaders: Fashion Influencers 

17.2. The Choice of Communication Channel: Forrester Research Theory

17.2.1. The New Public Opinion: Managing the Masses One by One 
17.2.2. What Is the Forrester Theory?
17.2.3. Application of the Forrester Research Theory to the Fashion Industry 

17.3. The Power of Audio-Visual Language and Non-Verbal Communication 

17.3.1. The Growing Market Share of Non-Verbal Communication 
17.3.2. The Impact of the Audiovisual Message in Fashion
17.3.3. Composition of the Photographic Discourse in Social Networks 

17.4. Evolution and Functioning of Social Networks in the Fashion Industry 

17.4.1. Stages of Emergence and Evolution of the Internet 
17.4.2. The Multichannel Strategy Within Fashion Social Media 
17.4.3. What is a Social Network? Differences with Traditional Channels

17.5. Facebook, the Big Database 

17.5.1. Transversal Communication 
17.5.2. Community Interest  
17.5.3. Facebook Presence Models  

17.6. Instagram, Much More than Fashion Photos 

17.6.1. Emotional Messages and Empathy Management 
17.6.2. The Intimacy of Everyday Life in Images 
17.6.3. Standing Out in the Most Important Social Network in Fashion 

17.7. Professional Content on Linkedin

17.7.1. Creating a Personal Brand 
17.7.2. Cognitive Messages in Fashion Branding 
17.7.3. Managing Relationships with Competitors 

17.8. The Politicization of Twitter 

17.8.1. Impulsive and Omnidirectional Communication 
17.8.2. The Direct Message and the Creation of Content in 20 Characters  
17.8.3. The Impact of Headlines: From Depth to Lightness 

17.9. TikTok, Beyond Generation Z 

17.9.1. The Audiovisual Revolution and the Acceleration of the Makeover in a Slow Fashion Context 
17.9.2. The Democratization in the Creation of Audiovisual Content 
17.9.3. Fashion as a Newsworthy and News-Making Event 

17.10. Youtube, as an Exponent of Audiovisual Content 

17.10.1. The Management of Expectations in the Creation of Audiovisual Content 
17.10.2. Map of Contents in Youtube about Fashion, Beauty and Luxury 
17.10.3. New Trends in Public Opinion: The Microinfluencers 

Module 18. Internal Communication, Corporatism and Crisis Management 

18.1. The Stakeholder Ecosystem: Who Are My Stakeholders? 

18.1.1. What Is a Stakeholder?  
18.1.2. The Main Stakeholders in Fashion: Consumer, Employee 
18.1.3. The Concept of Social Responsibility: Components and Principles 

18.2. Internal Communication I: Employer Branding 

18.2.1. The Management of Internal Communication: Concept and Tools 
18.2.2. Evolution and Principles of Employer Branding 
18.2.3. Human Resources as a Communication Tool in the Fashion Industry 

18.3. Internal Communication II: Employer Advocacy 

18.3.1. Employer Advocacy: Concept and Evolution 
18.3.2. Employees as Brand Ambassadors in the Luxury Industry 
18.3.3. Tools: Buffer and Hootsuite 

18.4. Building Reputation I: Brand Identity in Fashion, Beauty and Luxury 

18.4.1. Concept of Brand Identity: Corporate Identity  
18.4.2. Brand Identity as an Element of Corporate Reputation 
18.4.3. Visual Identity in Fashion, Beauty and Luxury 

18.5. Building Reputation II: Brand Image in Fashion, Beauty and Luxury 

18.5.1. Concept of Brand Image 
18.5.2. Brand Image as an Element of Corporate Reputation 
18.5.3. Branded Content in Fashion, Beauty and Luxury 

18.6. Building Reputation III: Corporate Reputation in Fashion, Beauty and Luxury 

18.6.1. Reputation: Concept, Characteristics and Effects 
18.6.2. Metrics for the Analysis of a Global Reputation 
18.6.3. The Rise of Corporate Activism 

18.7. Crisis Management I: Strategic Plan 

18.7.1. Types of Crisis 
18.7.2. Contingency Plan 
18.7.3. The Strategic Plan 

18.8. Crisis Management II: Crisis Communication 

18.8.1. Spokespersons and the Discourse of Communication Leaders 
18.8.2. The Impact of the Crisis on the Income Statement 
18.8.3. Post-Crisis Actions: Getting back to Normality 

18.9. Sustainability and Corporate Reputation in Fashion, Beauty and Luxury 

18.9.1. The Three Dimensions of Sustainability: Social, Environmental and Corporate in Fashion, Beauty and Luxury 
18.9.2. The Value Chain of the Fashion Industry 
18.9.3. Sustainability Communication: Reporting 

18.10. Sustainability in Crisis Management in Fashion, Beauty and Luxury 

18.10.1. Types of Crisis in Each Area of Sustainability        
18.10.2. Authenticity and Transparency in the Eye of the Public 
18.10.3. Sustainability as Part of the Crisis Solution 

Module 19. Business Strategies in MBL Companies 

19.1. Strategic and Competitive Framework of the Fashion System

19.1.1. The Fashion Industry Sector at a Global Level. Structure and Evolution of the Sector Worldwide
19.1.2. The Concept of the Fashion Value Chain
19.1.3. The Collaboration of the Links in the Value Chain

19.2. Business Models in the Fashion Industry

19.2.1. The Evolution of Business Models: From Designers to Fast Fashion Chains
19.2.2. The Competitiveness of Fashion Business Models: The French Model, the American Model, the Italian Model, the Asian Model
19.2.3. Fashion Business Models: Designers, Luxury Brands, Premium Brands, Large-Scale Retailers

19.3. The Distribution of the Luxury Sector and the Profitability of Spaces

19.3.1. Distribution in the Luxury Industry and Its Profitability
19.3.2. The New Luxury Customers, Millennials, Asians, etc.
19.3.3. The Integration of the Supply Chain in the Luxury Industry

19.4. Main Business Strategies in the Major Fashion Brands  

19.4.1. Main Operators in the Fashion Business
19.4.2. Business Strategies of the Leading Fashion Retailers
19.4.3. Business Strategies of the Cosmetics and Perfumes Retailers 

19.5. Entrepreneurship and Creation of the Startup in the Fashion Sector 

19.5.1. What Is Entrepreneurship? The Entrepreneurial Ecosystem 
19.5.2. The Start Up Model in Fashion Businesses 
19.5.3. Entrepreneurs in the Fashion, Luxury and Beauty Sector; Success and Failure Cases 

19.6. The Value Proposition of Beauty Brands  

19.6.1. The Cosmetics Franchise Sector  
19.6.2. What Is a Brand License? 
19.6.3. Licensing in the Cosmetics Sector

19.7. Profitability in Traditional Models 

19.7.1. The Evolution of the Multibrand Channel and Department Stores
19.7.2. The Keys to the Future of the Multibrand Channel
19.7.3. Differential Value and the Shopping Experience in Department Stores

19.8. E-Commerce in Fashion, Beauty and Luxury: Trends, Users and the Future

19.8.1. Global Growth of E-Commerce
19.8.2. E-Commerce Buyer Profile
19.8.3. Trends in the E-Commerce Sector 

19.9. Planning the Internationalization of the Fashion Company

19.9.1. Internationalization Planning
19.9.2. Internationalization Planning
19.9.3. Research and Selection of Foreign Markets 

19.10. Strategies for Accessing International Markets

19.10.1. What Is Innovation? 
19.10.2. How to Materialize Innovation in My Company? 
19.10.3. Innovative Business Models

Module 20. The Communication Plan  

20.1. The Fashion Calendar and the Dynamics of the Times in the Industry 

20.1.1. The Origin and Evolution of Fashion Weeks and Haute Couture 
20.1.2. General Calendar of the Industry 
20.1.3. How COVID Is Affecting the Established Dynamics 

20.2. The Impact of Internal Communications on an MBL Brand 

20.2.1. Internal Communication 
20.2.2. Objectives and Tools 
20.2.3. Strategic Internal Communication Plan 

20.3. Communicating Sustainable and Eco-Luxury Brands

20.3.1. Slow Fashion and Eco-Luxury 
20.3.2. Evolution of Consumer Trends in the World of Fashion 
20.3.3. How to Communicate Sustainable Brands and Terminology to Be Used 

20.4. The Functionality of the Communication Plan and Available Resources 

20.4.1. What Is the Communication Plan and What Is It For? 
20.4.2. Above the Line – Below the Line 
20.4.3. Communication Channels in Fashion Brands and Analysis of Available Resources 10.5. 

20.5. SWOT Analysis and the Rice Matrix 

20.5.1. The Fashion Market and Its Competitors 
20.5.2. Development and Application of the SWOT Analysis 
20.5.3. The Rice Matrix as the Epicenter of the Blue Ocean 

20.6. Situation Analysis and Objective Setting 

20.6.1. Company Background and Diagnosis of the Brand's Situation with Respect to the Market 
20.6.2. Determination of Objectives in Relation to Goals 
20.6.3. Analysis and Reorganization of Objectives in a Fashion Firm 

20.7. The Audience and the Message    

20.7.1. Is This Customer Profile for My Campaign? 
20.7.2. Are These Messages for My Campaign? Key Messages by Customer Type 
20.7.3. The Communication Strategy of Fashion Brands 

20.8. The Channels: Offline and Online  

20.8.1. The Omnichannel Campaign 
20.8.2. The Online Campaign 
20.8.3. Advantages of the Online Channel 

20.9. The Action Plan and the Calendar 

20.9.1. Types of Communicative Actions in Fashion 
20.9.2. Structure and Approach of the Action Plan 
20.9.3. Integration of the Action Plan into the Strategy as a Whole 

20.10. Evaluation of the Communication and Strategy Plan

20.10.1. Main Metrics for the Evaluation of the Communication Plan 
20.10.2. Advanced Analysis of the Communication Plan
20.10.3. Reformulation of the Communication Strategy 

Module 21. Fashion and Luxury in Europe and Asia

21.1. Progress in Europe

21.1.1. The True Legacy of Luxury
21.1.2. Appearances as a Social Distinction
21.1.3. Individualism and Progress

21.2. Towards a New Luxury

21.2.1. Art Associated with Luxury
21.2.2. Italian Style
21.2.3. Personal Pleasure and Social Pleasure

21.3. The Impact of Consumerism in France

21.3.1. Austerity vs. the Joy of Shopping
21.3.2. Fashion Opinion Leaders: Madame Pompadour
21.3.3. The Current Keys of the First Influencer: Marie Antoinette

21.4. The Influence of the Elites in Industry

21.4.1. First-Class Citizens and Second-Class Survivors
21.4.2. Poiret and His Idea of Fashion
21.4.3. Haute Couture as a Symbol of Distinction

21.5. A New Woman: A Woman of Fashion

21.5.1. The End of Uniforms, the End of the War and the Post-War Era
21.5.2. The Creative Revolution as a Business Model at Chanel
21.5.3. The Era of the Great Designers: from Dior to Givenchy

21.6. The Democratization of the Fashion and Luxury Industry

21.6.1. The Miniskirt
21.6.2. Superficiality and Personal Pleasure
21.6.3. Luxury as a Generator of Culture

21.7. The Legacy of the Asian Market

21.7.1. The Silent Ostentation of the Asian Emperors
21.7.2. The Silk Road
21.7.3. The Opening to the Western World

21.8. The Sensory Experience in the Middle East

21.8.1. Treasures of Architecture and Nature: Palaces and Gardens
21.8.2. The Display of Wealth: The Age of Gold
21.8.3. Luxury Shopping Malls, Perfumes and Spices

21.9. Exclusivity: The Dress as a Work of Art

21.9.1. The Requirements of a Work of Art
21.9.2. The High Standards of Exclusivity
21.9.3. Temporary Exhibitions: Luxury as a Historic Testimony and a Showcase for Major Brands

Module 22. Marketing Management in the Current Fashion and Luxury Market

22.1. The Luxury Economic System

22.1.1. Marketing Keys in the Luxury Industry
22.1.2. Marketing Referents
22.1.3.    Marketing Management

22.2. Business Intelligence

22.2.1. Strategy and Tactics for the Fashion Market
22.2.2. The Balance between Short and Long Term
22.2.3. Talking to Everyone in the Digital Age

22.3. Sales Drivers and Levers Applied to Today's Industry

22.3.1. The Marketing Mix and the 4 Ps of Marketing
22.3.2. Porter’s 5 Forces Model
22.3.3. Some Types of Marketing

22.4. The Approach to Competitive Advantage in New Markets

22.4.1. Luxury & Fashion Markets
22.4.2. New Competition Trends
22.4.3. The Significance of Branding in the Fashion Market

22.5. The Structure of a Specific and Contextualized Marketing Plan

22.5.1. The Rhythms of Luxury
22.5.2. Market Metrics
22.5.3. SMART: The Objectives of Success

22.6. Getting Started: Overcoming the Practical Hurdle

22.6.1. Steps for Action
22.6.2. Gantt Chart
22.6.3. Monitoring, Control and Deviation

22.7. New Ways of Visualizing and Marketing the Plan

22.7.1. Presentations for Luxury Brands
22.7.2. Selection of Audiovisual Resources
22.7.3. Marketing Intentions

22.8. A Real Budget for a Fashion and Luxury Brand

22.8.1. Sales Forecasting as a Lever for the Plan
22.8.2. Cost Control in a Luxury Product
22.8.3. The Budget that Fits the Fashion Industry

22.9. The Right Price for a Product or Service in Today's Industry

22.9.1. Parameters Influencing the Price of Fashion
22.9.2. The Decision to Promote the Product
22.9.3. The Keys to the Outlet Space

22.10. Mobile Marketing & Gamificación

22.10.1. WhatsApp Marketing in the Luxury Industry
22.10.2. Videogames as Fashion Sales Scenarios
22.10.3. From H&M in The Sims 2 Fashion Runway to Gucci in The Sims 4

Module 23. Customer Centric Strategy & Predictive Marketing

23.1. Fashion Engagement

23.1.1. The Lifestyle of the Luxury Client
23.1.2. Individual Identity and Brand Projection
23.1.3. The Impact of Visual Language

23.2. Commitment to Luxury Customers

23.2.1. The Lifestyle of the Luxury Client: Values and Priorities
23.2.2. The Dynamics of Consumption in the Luxury World
23.2.3. Discovering Luxury Retail and E-tail

23.3. Trends in Millennials Y Z: Prosumers  

23.3.1. The New Shopping Preferences
23.3.2. Participation and Prosumer
23.3.3. Purchasing Habits in the Luxury Industry

23.4. The New Customer Journey in Fashion and Luxury

23.4.1. Decision-Making in the Purchase of Luxury Goods
23.4.2. Information Gathering and the Purchase Decision
23.4.2. Product Evaluation and After-Sales Service

23.5. New Preferences of the Luxury Consumers

23.5.1. The Pace of Fashion Trends
23.5.2. Consumer Habits in the New Setting
23.5.3. Who's in Charge in the Luxury Sector?

23.6. Current Fashion Consumer Behavior Regarding Trends

23.6.1. Novelty, Trends and Hype
23.6.2. Macrotrends and Microtrends
23.6.3. The Diffusion Cycle and Design Innovation Theory

23.7. Big Data & Predictive Marketing

23.7.1. Between Art and Science
23.7.2. Scientific Interpretation of Social Facts
23.7.3. Predictive Marketing

23.8. Experiential Marketing in the Perfume Industry

23.8.1. Beauty as a Gateway to Luxury
23.8.2. The Multi-sensory Experience
23.8.3. Eco-cosmetics and Niche Brands
23.9. Concept Store Dynamics: Off-Product Branding

23.9.1. Marketing through an Intangible Value

23.9.2. Art, Culture and Design in a Physical Space
23.9.3. Digital Format of the User Experience

23.10. Post COVID19 Fashion and Luxury Consumer Trends

23.10.1. Irreversible Changes after the Pandemic
23.10.2. Purchases of the Future
23.10.3. Integrating Technology and Sustainability in the Mind of the New Consumer

Module 24. Fashion Thinking in Fashion and Luxury Markets

24.1. Phygital Management

24.1.1. Luxury Experience
24.1.2. Search Resources and the Development of SERPs
24.1.3. The Brand of Fashion in the Luxury World

24.2. DNA of the Luxury Brand

24.2.1. The Business Purpose: The Mission of the Luxury Brand
24.2.2. The Long Term of Marketing Actions: The Vision
24.2.3. Brand Attributes and Identity: The Values

24.3. Digital Media Track

24.3.1. Organic Reach in the Digital Environment: KDA
24.3.2. The Creativity of SEM Campaigns
24.3.3. The Relevance of SMO in the Luxury Industry

24.4. Luxury E-Commerce

24.4.1. The Web of Content and an E-Commerce of Sales
24.4.2. Evolution of Marketing Communication Objectives
24.4.3. Interaction in Content Creation

24.5. The Point of Wordpress and Other Static Tools

24.5.1. Two-Way and Static Communication
24.5.2. Structure and Composition of Blogs
24.5.3. The Editorial of Digital Fashion Magazines

24.6. Inbound Marketing

24.6.1. Ambient Marketing in the Luxury Environment
24.6.2. Virtual Realism in Transmedia Storytelling
24.6.3. Stages in Storytelling Creation

24.7. Attraction Marketing through Image

24.7.1. Beauty as a Visual Impulse
24.7.2. The Storyline in a Brand Story
24.7.3. How to Become a Reference?

24.8. Google Trends

24.8.1. Immediate Content
24.8.2. The Dynamics of the Most Searched Keywords
24.8.3. We All Consult Trends: When the Trend Is Not Following the Trend

24.9. Branding Strategy

24.9.1. Alignment of Content and Trends
24.9.2. The Musical Atmosphere in Audiovisual Communication
24.9.3. Fashion Films

24.10. Remarketing: The Constant Growth of a Brand

24.10.1. Creativity, Innovation and Invention
24.10.2. The Balance Between Inspiration and Aspiration in the Fashion Industry
24.10.3. Post-Covid Rearrangement: Content for the Entire Community

Module 25. New Digital Marketing: Marketing Automation

25.1. Marketing Strategy in the Current Industry

25.1.1. The Communication Process in Relation to Marketing
25.1.2. Cognitive, Emotional and Social Messages
25.1.3. The Slogan as a Legacy of Luxury Brands

25.2. Mass Media to Global Media

25.2.1. Sources of Transmission of Values: Advertising
25.2.2. The Formation of the Stereotype from the Prototype
25.2.3. Storyboard & Global Storyboard

25.3. Digital Media Ads

25.3.1. Google Ads Algorithm
25.3.2. Check Matching Levels
25.3.3. The Banner and Display for a Fashion and Luxury Company

25.4. Branded Content

25.4.1. Fashion Consumer Preferences
25.4.2. The Omnichannel Strategy Applied to the Luxury Sector
25.4.3. Marketing Information in the Luxury Market

25.5. Personalization of the Fashion and Luxury Sector

25.5.1. Keywords in the Language of Fashion
25.5.2. The Messages of Fast and Slow Fashion
25.5.3. Omnidirectional Communication between Brand and User

25.6. E-mail Marketing: crm and Salesforce

25.6.1. Content Automation
25.6.2. Segmentation and Message
25.6.3. Salesforce as an Automation Tool

25.7. Newsletter Design

25.7.1. An Efficient and Attractive Structure
25.7.2. Personalization of Luxury Content
25.7.3. Frequency of Notifications and Measurement of Impact

25.8. Virality in the Luxury Industry

25.8.1. Information Dissemination Strategies
25.8.2. Real Repositioning
25.8.3. From Opinion Leaders to Influencers

25.9. The Usability of the CMS

25.9.1. Content Managers
25.9.2. Stay Up to Date on the Fashion Web
25.9.3. Prestashop: Luxury Marketing

25.10. Content Design

25.10.1. Strategic Scope of the Creative Effort: Create to Convert
25.10.2. Seasonal Marketing: Predictable Marketing Campaigns
25.10.3. Flash! Surprise

Module 26. New Experiences in the Fashion and Luxury World

26.1. Haute Couture Management

26.1.1. Fashion Weeks and Haute Couture
26.1.2. Timing in the Luxury Industry
26.1.3. Post-Covid Patterns

26.2. Fashion Event Management

26.2.1. Luxury Event Management
26.2.2. National and International Must-Haves
26.2.3. B2B Evaluation and Return

26.3. Luxury Fashion Trends

26.3.1. Slow Fashion: Reinventing Fashion Cycles
26.3.2. Eco Luxury: When Sustainability Comes into Play
26.3.3. Strategic KPIs for Sustainable Brands

26.4. Analytics Marketing

26.4.1. Situation Diagnosis: A Fashion Brand in the Luxury Market
26.4.2. Real and Achievable Objectives
26.4.3. Metrics for Rethinking the Strategy

26.5. Capacity Analysis Techniques 

26.5.1. Available Resources: Customer Acquisition, Customer Loyalty and Customer Service
26.5.2. Entrepreneurship Assessment Indicators
26.5.3. Reality Management and Exploitation

26.6. From SWOT Analysis to the Blue Ocean

26.6.1. The Fashion Industry, the Luxury Industry
26.6.2. Application of SWOT Analysis and Rice Matrix
26.6.3. The Epicenter of the Blue Ocean

26.7. Personalized Marketing in the Luxury Market

26.7.1. Alignment between Client and Campaign
26.7.2. Key Messages by Customer Type
26.7.3. The Communication Strategy of Fashion Brands

26.8. The Omnichannel Orchestra after the Pandemic  

26.8.1. Harmony in Channel Integration
26.8.2. Optimization of the Offline Channel
26.8.3. Advantages of the Online Channel

26.9. From Strategic Thinking to Tactical Actions in Haute Couture

26.9.1. Tactics Applied to Fashion in the Luxury Sector
26.9.2. Materializing Thought
26.9.3. Integration of Tactics into the Strategy as a Whole

26.10. Metrics for the Evaluation of High Fashion Marketing Campaigns

26.10.1. The Results, the Impressions in Figures
26.10.2. Advanced Analysis
26.10.3. Reformulation of the Strategy

Module 27. Data-Driven Marketing for Luxury Brands

27.1. The Product Life Cycle through PLM

27.1.1. Product Life Cycle
27.1.2. The PLM Tool (Product Lifecycle Management)
27.1.3. Measuring the Product in Relation to the Brand

27.2. Strategic KPIs for Identity Analysis in Luxury Brands

27.2.1. What Can Be Measured in Haute Couture
27.2.2. Customized Strategic Indicators
27.2.3. Metrics: Objectives and Errors

27.3. Inference as the Basis of Big Data

27.3.1. The Rationale for Enterprise Solutions
27.3.2. Errors to Avoid When Drawing Inferences
27.3.3. Inference as the Basis of the Algorithm

27.4. Statistics Applied to the Luxury Market

27.4.1. The Structure of Data in Scientific Analysis
27.4.2. Qualitative Research Methodology
27.4.3. Key Metrics for Perception of Impressions: The Exception

27.5. Lead Generation and Acquisition

27.5.1. Google Analytics
27.5.2. Metrics in the Digital Environment
27.5.3. Decision-Making Linked to Results

27.6. The Key to Measurement: Data Interpretation in the Fashion Market

27.6.1. Guidelines and Keys to Large Volumes of Data
27.6.2. The Effectiveness of Inferred Solutions
27.6.3. The Fashion Consumer's Triangle of Truth

27.7. Marketing Consulting in the Luxury Industry

27.7.1. The Hypothesis: Questions and Problems, Answers and Solutions
27.7.2. The Competitive Environment in Relation to Innovation
27.7.3. The Success or Eternity of a Luxury Firm

27.8. How to Move from Predictive Modeling to Prescriptive Modeling in Fashion Branding

27.8.1. The Brand Behavior Pattern
27.8.2. The Frequency (F) Map
27.8.3. Simulating Innovation Scenarios

27.9. Dashboard: Marketing Data Visualization with Power Bi

27.9.1. Presentation of Results
27.9.2. The Analytical Report
27.9.3. Microsoft Power Bi

27.10. Internal Audit & Growth Hacking

27.10.1. Customized Variables in a Fashion Brand
27.10.2. Brand Growth through Internal Analysis
27.10.3. The Untouchables: The Scale of Priorities of a Fashion Brand

Module 28. New Interactions in the Luxury and Fashion Markets

28.1. The Role of PR in a Fashion Brand

28.1.1. Public Relations in the Luxury Industry
28.1.2. The Gruning and Hunt Models
28.1.3. PR Model 5

28.2. The Strategic Message

28.2.1. The Persuasive Components of Information
28.2.2. The Role of Public Relations vs. the Role of Marketing and Advertising
28.2.3. Criteria for Selecting Communication Actions

28.3. Metrics for PR Analysis

28.3.1. The Need for Public Relations Monitoring
28.3.2. Clipping Tools and VPE
28.3.3. Qualitative Valuation in a Luxury Firm

28.4. Mistakes to Avoid in Public Relations

28.4.1. Mass Media Are No Longer the Only Ones
28.4.2. Excessive Content and Lack of Relevance
28.4.3. Improvisation vs. Planning

28.5. New Post Covid Trends in Luxury Public Relations

28.5.1. More“Social” than Ever, Digital and Personal Interaction
28.5.2. Emotional Communication and Neuromarketing
28.5.3. Key Insights of Current Consumers

28.6. Social Media Marketing

28.6.1. Internet: The Gateway to Digital Interaction
28.6.2. Social Network as the Preferred Channel for the Millennial Audience
28.6.3. Brand Ambassador

28.7. Digital Power Strategies: Influencer Marketing in Fashion and Luxury

28.7.1. Influencing in the Field of Social Media
28.7.2. Managing the New Digital Leaders: Fashion Influencers
28.7.3. Microinfluencers and Their Growth Plans

28.8. Consolidation of Audiovisual Content: YouTube and TikTok

28.8.1. The Growing Market Share of Non-Verbal Communication
28.8.2. The Democratization in the Creation of Audiovisual Content
28.8.3. The Management of Expectations in the Creation of Audiovisual Content

28.9. Influencing Communities: Facebook and Instagram

28.9.1. Transversal Communication
28.9.2. Community Interest
28.9.3. Emotional Messages and Empathy Management

28.10. Personal Brand Strategies: LinkedIn and Twitter

28.10.1. Great Showcases for Corporate Profiles
28.10.2. When the Competition Are Your Friends
28.10.3. The Impact of Headlines: From Depth to Lightness

Module 29. Artificial Intelligence in the Age of Corporatism

29.1. Corporate Social Responsibility in the Current Context

29.1.1. The Stakeholder Ecosystem
29.1.2. The Consumer and the Employee in the Luxury Market
29.1.3. Social Responsibility as a Precedent for Fashion Brands

29.2. The Value of Reputation in Luxury Brands

29.2.1. The Global Effects on the Luxury Market
29.2.2. Analytics for Globalization
29.2.3. Corporate Activism and Brand Ambassadors

29.3. Crisis Management in Fashion Companies

29.3.1. Types of Crisis
29.3.2. Contingency Plan
29.3.3. The Strategic Plan

29.4. Communication in Times of Crisis

29.4.1. Spokespersons and the Discourse of Communication Leaders
29.4.2. The Impact of the Crisis on the Income Statement
29.4.3. Post-Crisis Actions: Getting back to Normality

29.5. Sustainability: Brand Growth Strategies

29.5.1. The Three Dimensions of Sustainability: Social, Environmental and Corporate at MBL
29.5.2. The Value Chain of the Fashion Industry
29.5.3. Sustainability Communication: Reporting

29.6. Sustainability: A Way Out of the Crisis?

29.6.1. Types of Crisis in Each Area of Sustainability       
29.6.2. Authenticity and Transparency in the Eye of the Public
29.6.3. Sustainability as Part of the Crisis Solution

29.7. Digital Transformation in the Fashion Industry

29.7.1. Data
29.7.2. e-Commerce
29.7.3. Innovation

29.8. Artificial Intelligence Applied to Luxury

29.8.1. Machine Learning
29.8.2. Omnichannel and Phygital Space through the Lens of Artificial Intelligence
29.8.3. Customized Recommendation Tools

29.9. The Implementation of Robotics in the Luxury World

29.9.1. Digital Interaction: A World Without Human Contact
29.9.2. Chatbot and the Virtual Personal Shopper
29.9.3. The Digital Experience

29.10. Virtual Reality of Fashion: the New Catwalks

29.10.1. Definition and Functionality of Virtual Reality
29.10.2. The Fashion Show with 3D Models
29.10.3. Virtual Reality Tools in the Luxury Market

Module 30. Internationalization and New Global Environments in the Fashion Market

30.1. The Fashion Collection in the Context of Globalization

30.1.1. Moodboards and International Inspiration
30.1.2. Factories and Suppliers Worldwide
30.1.3. Labeling and Packaging in the Age of Globalization

30.2. The Key to the Value Chain in the Luxury Industry

30.2.1. From Internationalization to Globalization without Losing Identity
30.2.2. Adaptation of the Value Chain to Each New Trend
30.2.3. The Weight of the Links in the Value Chain of a Luxury Brand and a Fashion Brand

30.3. Strategic Alliances and Partnerships

30.3.1. Choose Partners
30.3.2. Collaborations between Designers and Artists
30.3.3. Capsule Collections

30.4. Blockchain and the New Logistics Management

30.4.1. Luxury Logistics and Mechanics of the Production Process
30.4.2. Retail Distribution and Wholesalers
30.4.3. Commercialization of Know How

30.5. The Asian, European and American Consumer

30.5.1. The French and Italian Model
30.5.2. The American Model
30.5.3. The Asian Model

30.6. Brand Relocation

30.6.1. Profitability of the Physical Store
30.6.2. The Integration of the Supply Chain in the Luxury Industry
30.6.3. Mobile as a Tool for Doing Business

30.7. Marketplaces in the Luxury Industry

30.7.1. The Demise of Department Stores and the Rise of Marketplaces
30.7.2. The Keys to the Future of the Multibrand Channel
30.7.3. Differential Value and Shopping Experience in Digital Stores

30.8. The Consolidation of E-commerce as a Global Channel

30.8.1. Exponential Growth of Digital Sales
30.8.2. Sales and Marketing Strategies
30.8.3. The Projection of the Digital Channel

30.9. Internationalizing Fashion Brands and Planning for Luxury Growth

30.9.1. Planning Internationalization
30.9.2. Criteria for the Selection of Foreign Markets
30.9.3. Research and Selection of Foreign Markets

30.10. Global Growth Strategies

30.10.1. Brand Licenses
30.10.2. Concessions or Agents
30.10.3. Franchises

Practical exercises based on real cases and videos in detail elaborated by the teachers themselves will be the key to your success in this university program”