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時尚和奢侈品公司的管理

Management of Fashion and Luxury Companies

學習時尚和奢侈品公司如何運作,理解其品牌、零售和傳播策略。這門課將由行業專家逐一講解經營模型、地理位置和產品分類。

博科尼大學

Coursera

商業管理

普通(中級)

17 小時

本課程由Coursera和Linkshare共同提供
  • 英語
  • 2445

課程概況

這門課提供了全球奢侈品和時尚公司的概述,深入理解其市場驅動因素、經營模型、品牌管理策略。

這門課將采用案例研究的方式授課,講解奢侈品和時尚公司的戰略品牌管理如何實現平衡:平衡傳統和突破;平衡復古和新潮;培育品牌傳承同時又將新元素、新風尚注入到全球市場。

我們會講到時尚和奢侈品戰略當前的主要爭論,討論新興市場、新零售渠道和新媒體對品牌戰略的沖擊這樣一些主題。

課程大綱

周1
完成時間為 3 小時
What is Fashion? What is Luxury? Defining Complex Competitive Systems and Business Logics
Welcome to the first week of our course! Before moving this week contents, please dedicate some time to read the About the Course section where you can find a series of useful information to approach the course the best way. The Trips&Tricks section contains some insights and best practices that Lucia Paladino (an industry expert) shared with our community. Once you have done with these introductory readings you can finally move to the first contents! This first module is dedicated to a general introduction to fashion and luxury concepts: what they imply, how they are perceived, how they differ, and what other basic ideas in this industry are.
10 個視頻 (總計 55 分鐘), 8 個閱讀材料

周2
完成時間為 2 小時
The Evolution of Business Models: From Designers to Fast Fashion Retailers
This second week will be significantly denser and more time consuming than the first one. The topic is that of Business Models in Fashion and
Luxury, and will give you a lot of important insights on this industry.
16 個視頻 (總計 125 分鐘), 1 個閱讀材料

周3
完成時間為 2 小時
Stylistic Identity and the Product Development Process: The Role of Heritage, Stylistic Codes and Icon Products in Defining the Seasonal Collection
Welcome to module 3! The main topics here will be the complexity of product development, brand identity, stylistic identity, and the development of the collection. Remember also that at the end of this module you will find the first QUIZ (counting 40% of the final grade)! This quiz is going to test your knowledge and understanding of the first three modules. You need to listen to all video lectures and to read all the slides of the three modules carefully to successfully complete it.
8 個視頻 (總計 50 分鐘), 2 個閱讀材料, 1 個測驗

周4
完成時間為 2 小時
Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood.
7 個視頻 (總計 100 分鐘), 3 個閱讀材料

周5
完成時間為 2 小時
Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.
In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST.
10 個視頻 (總計 41 分鐘), 2 個閱讀材料, 1 個測驗

周6
完成時間為 1 小時
FINAL TEST
Congratulations! You made it up to here! The structure of the final test is different from the previous quizzes: you will be given 10 multiple choice questions based on two annual reports (Ferragamo and Nike). Of course the questions will be related to topics covered in the course but this time we are asking you to apply your knowledge to these two specific cases. The benefit of this format is twofold: on one hand you can apply some of the concepts you have learned so far, on the other you will see an annual report, a fundamental source of information you may have to handle in the future. This test will be more challenging than the two previous quizzes but don't give up, and it counts only for 20% of the final grade in order not to penalize too much who is struggling with it.

預備知識

建議有市場營銷和經營政策的基本知識。

參考資料

這門課的學習可以不借助任何外部資料,但如果需要,你可以參考如下書籍:
E. 科貝里尼、S. 薩維奧洛《時尚和奢侈品公司管理》(Management in fashion and luxury companies),ETAS,2009年。
A. 馬拉扎、S. 薩維奧洛《生活方式品牌,成功營銷指南》(Lifestyle brands. A guide to aspirational marketing) 帕爾格雷夫?麥克米倫出版社,2012年。

常見問題

上這門課需要哪些特殊資源?
不需要,這門課的學習可以不借助任何外部資源。你只需要互聯網連接,免費教學資料,以及有讀寫討論的時間和對相關內容的興趣。

讓我選這門課的最重要理由是什么?
利用1993年來一直工作和研究于該領域的博科尼大學教授的經驗,獲得作為經理人或企業家的時尚和奢侈品知識和技能。

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