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Postgraduate Degree in Integral Communication for Fashion

Learn to master and manage the specific concepts and strategies of fashion communication in all its channels and media.

  • Edition: 5th
  • Teaching period: From October 2020, 7th to June 2021. Final postgraduate's project presentation: June 2021.
  • Schedule: Mondays and Wednesdays from 19:00 to 22:00.
  • Modality: On site
  • Language: Spanish
  • Price: 4.110 €
  • Qualification: Postgraduate Degree in Integral communication for fashion awarded by the UVic-UCC
  • Credits: 30 ECTS

Presentation

The Postgraduate Degree in Integral Communication for Fashion provides an up-to-date vision and practical tools for managing the creative communication of any brand or project.

This programme aims to train fashion communication professionals who can identify and create synergies between all communication tools, integrate e-commerce with a digital campaign, combine traditional media with new technologies, and understand how to create appealing content to position the brand.

The postgraduate degree is structured around seven knowledge areas which are explored through interconnected modules that cover theoretical and practical elements, case studies, debates, creative workshops and interventions, before culminating with the creation of a fashion communication plan.

This programme empowers the student to manage a communication campaign; select the best tools for communication; analyse the identity of a fashion brand; understand how to carry out a communication diagnosis; put together a creative and art direction proposal and understand how to edit content (texts, images) for brands and websites. In addition, the student will learn how to stay informed on trends and fashion cycles and develop the ability to create digital plans for social media and campaign proposals for fashion brands.

The postgraduate degree is targeted at fashion designers who wish to specialise in communication. It is also aimed at journalists, as well as specialists in communication, advertising or public relations who want to acquire specific knowledge of fashion communication and learn first-hand how to work practically within this industry. Moreover, the postgraduate degree is open to all creative professionals who intend to innovate, conceptualise and manage any fashion and lifestyle communication project.

Syllabus

Module 1 – Fashion communication: theory, practice and future

Module 2 – Marketing and communication combined: strategies, cases and tools

Module 3 – Digital communication: creativity, innovation and channels

Module 4 – Fashion branding: identity, art and concept

Module 5 – Creative content: messages, keywords and copywriting 

Module 6 – Brand control: impact, analytics, ROI and budgets

Module 7 – Project: production and creation of a fashion communication plan

Programme

Module 1 – Fashion communication: theory, practice and future

This module contextualises the broader map of contemporary fashion communication along with its creative agents and develops a critical perception of theories related to fashion, society and brands. It also considers the global fashion system, presentation cycles and the ways in which fashion is currently being transformed. In addition, it will cover how to search for relevant content and analyses in order to stay up to date on fashion.

  • The brand and 360° communication.
  • The fashion ecosystem.
  • Critical theory of fashion and sociology.
  • Global fashion communication map.
  • Sources of information and analysis of specialist content.

 

Module 2 – Marketing and communication combined: strategies, cases and tools

This module goes in-depth on strategic marketing, digital marketing and omnichannel communication. It also covers how to integrate connected actions and strategies between the brand, the customer and communication media while addressing the tools and mix of digital marketing. Part of the module is carried out in a case study format alongside guest professionals from fashion brands, specialist press and content creators. Previous collaborators include individuals from: S Moda – El País, ICON Magazine, Tous Jewellery, Diesel, Vermut Solidario, Puma, Saint Laurent Paris and Sónar Festival.

  • Case studies – fashion communication strategies.
  • Communication mix and tools.
  • Digital marketing and communication.
  • Integrated strategy matrix: briefs, dashboards.
  • Transmedia omnichannel communication and communication touchpoints.

 

Module 3 – Digital communication: creativity, innovation and channels

This module covers the tools and practice for analysing and managing strategies in digital environments; how to develop social media campaigns based on creative concepts, plan their development and measure their success; as well as the creation of ideas, formats and supports that are focused on the user to improve emotional connection and engagement while reinforcing the bonds between the client and the brand.

  • Social media planning.
  • Interactive CRM.
  • Monitoring and engagement with the client.
  • Social selling, digital ads, SEO-SEM, search keywords.
  • Management tools.

 

Module 4 – Fashion branding: identity, art and concept

This module provides a contemporary and meaningful perspective on fashion branding as a philosophy for understanding the brand and its essential purpose, while addressing how to convey a coherent and unique identity that helps to distinguish the brand from its competitors. The most important guidelines for defining brand communication concepts and the characteristics and development of artistic direction in fashion will also be covered.

  • Brand analysis and identity. 
  • Branding and fashion. 
  • Artistic direction and brand concept.
  • The conceptual framework of campaigns.
  • Storytelling and brand values.

 

Module 5 – Creative content: messages, keywords and copywriting

This module implements content creation techniques and guidelines for defining a fashion brand’s communication messages more effectively; from online texts and the copy that accompanies newsletters and social media posts to audiovisual proposals. It will also include writing workshops for the creation of branded content and brand materials, in-depth analysis of communication patterns and tones, and the importance of creating and promoting key words for fashion brands.

  • How to create content which is relevant to fashion brands.
  • Content typologies.
  • Brand story and content grid.
  • Branded content, content marketing and media/press relations.
  • Publishing and messages: key words and themes.

 

Module 6 – Brand control: impact, analytics, ROI and budgets 

This module covers the methods for measuring the effectiveness of cross-platform campaigns; impact and scope in quantitative data for evaluating the profitability of communication actions; and how to control a budget, measure return on investment and analyse brand data by campaign.

  • Campaign metrics and analytics. 
  • ROI and conversion.
  • Budget control for communication actions.
  • The impact on digital strategies.

 

Module 7 – Project: production and creation of a fashion communication plan  

This module summarises all the knowledge that has been gained during the course and will address the production and creation of a fashion communication plan along with all its required sections. This block encourages creativity and a strategy where students define concepts, goals, the selection of tools and the roadmap for action. In addition, the planning and development of graphic, text and audiovisual content for the beta communication plan of a fashion brand will also be covered.

  • Diagnosis and brief. 
  • Campaign objectives, media and seasonality. 
  • Client and extended profile. 
  • Definition of the comprehensive strategy.
  • Brand campaign: art and concept.
  • Production of materials and budget.
  • The presentation pitch and the sale.

Career opportunities

  • Communication manager.
  • Social media strategist.
  • Community manager.
  • Specialist fashion writers. 
  • On-line creative copy. 
  • Content managers.
  • Communication producers and managers. 

Payment methods

Total cost of the course: 4.110 €

Payment methods

BAU, Design College of Barcelona offers different terms of payment:

  • Single payment: attracts a 3% discount
  • Part payment, in three installments:
    • 1st payment consisting of 40 % of the fees on enrollment
    • 2nd payment consisting of 30% of the fees before November 5th
    • 3rd payment consisting of 30 % of the fees before January 5th

Former students of BAU benefit from 10% discount on any of the courses. A former student of BAU is a student who, not being registered in the current academic year, has exceeded 50% of the credits for a Degree, Higher Degree in Design or the BAU Nit (BAU Evening); or 100% of the credits for any of the Master’s or Postgraduate degrees.

More information about scholarships and grants.

Information about the registration process.

Academic regulations for Master's Degrees and Postgraduate Diplomas of BAU.

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