This class exists in these courses :
• IÉSEG > MSc in Fashion Management > Semester 2 > 2,00 ECTS

Prerequisites

MARKETING - COMMUNICATION, CROSS-CULTURAL MANAGEMENT

Learning outcomes

Understand the importance of brand events
1.B Successfully collaborate within a intercultural team
1.C Communicate effectively in English
4.A. Appraise the performance of a team
4.B Compose constructive personal feedback and guidance
- launches, exhibitions, shows, entertainments, retail activations – as powerful tools at the heart of the communication strategies.
The most succesful international Fashion & Luxury companies have identified Asia – and specially China – as a powerhouse for their growth. Therefore, the course offers an up-to-date overview of the industry in the region, completed by a cross-cultural analysis of its challenges & perspectives: what does it mean and what does it take to manage events for international brands in Asia?
After apprehending the key knowledge requirements of the event business - both on strategic & operational levels - students will learn how brand messages are turned into successful experiences through a selection of recent case studies.
Finally, students will explore how brands and agencies operate from different perspectives and negotiate their interests in order to reach their objectives, and learn how to plan, produce and execute a successful event from the initial brief to the delivery day, and beyond.

Course description

1. Introduction to event communication business: definitions & characteristics
2. Managing events for fashion & luxury brands in Asia: what does it mean? what does it take?
3. Event industry in Asia: landscape overview
4. Events at the heart of fashion Communication: how to produce a strategic event proposal - the look & the message
5. Managing the experience lifecycle: key steps to plan, produce and organize an event
6. Event on the D-Day and beyond
7. Real life: event brief and groups proposal

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Interactive class
• Presentation
• Project work
• Visits/fields trips

Assessment

Assesment is based on active individual participation, individual and group researchs, as well as group event planning project, team work and presentation.

Recommended reading

• Event Marketing, Diego Rinallo (BUP 2018) -

• Customer Experience Branding, Thomas Gad (Kogan Page 2016) -

• The 10 Principles Behind Great Customer Experience, Matt Watkinson (FT Publishing, 2013) -