LAUREA MAGISTRALE
Docente: Romana Ando
FASHION BRANDING AND CONSUMER EXPERIENCE
a.a.: 2021/2022 - anno di corso: 1
Settore SPS/08 - CFU 6 - Semestre I - Codice 10600245
Note insegnamento:
Cdl associati Visualizza
Programma
Fashion Branding and Consumer Experience is an advanced course of Sociology of Communication and Cultural Processes (disciplinary sector SPS / 08). The first part of the course aims at providing students with a suitable theoretical framework for addressing critical reading of contemporary society, post-modern consumerism, brand communication and the media eco-system; therefore, no preparatory lessons are required. Any knowledge gap will be identified and filled, putting in place a series of in-depth readings and analysis suggested by the teacher.
Internet technology has greatly changed in form over the last few years and brands need to consider developing a successful strategy to navigate the new digital environment. Digital technologies and communications address the future of the fashion industry in multiple areas including consumption, branding, retail, product and lifestyles. For marketers and advertisers, the goal is to understand the cultural essence that drives consumer behaviour today and satisfies his/her new needs. New consumers are connected, interactive and they live in an increasingly integrated networked media space.
 
The course identifies the complex dynamics and rapid pace of the changing consumer and it addresses the most relevant digital innovations for fashion brands.
§This course provides students with a number of theoretical approaches to critically assess how digital media function and their expanding and expansive role in contemporary culture.
§The course further investigates digital media convergence and the new digital consumer in order to develop a critical lexicon .
§The course aims at introducing students into the world of brand and branding from both a theoretical and pragmatical perspective. Students will understand what is a brand and the importance of brand management within the fashion system.
§Special emphasis will be placed on the specific cultural, political, economic, and social issues raised by digital media forms.
Programma inglese
Fashion Branding and Consumer Experience is an advanced course of Sociology of Communication and Cultural Processes (disciplinary sector SPS / 08). The first part of the course aims at providing students with a suitable theoretical framework for addressing critical reading of contemporary society, post-modern consumerism, brand communication and the media eco-system; therefore, no preparatory lessons are required. Any knowledge gap will be identified and filled, putting in place a series of in-depth readings and analysis suggested by the teacher..
Internet technology has greatly changed in form over the last few years and brands need to consider developing a successful strategy to navigate the new digital environment. Digital technologies and communications address the future of the fashion industry in multiple areas including consumption, branding, retail, product and lifestyles. For marketers and advertisers, the goal is to understand the cultural essence that drives consumer behaviour today and satisfies his/her new needs. New consumers are connected, interactive and they live in an increasingly integrated networked media space.
 
The course identifies the complex dynamics and rapid pace of the changing consumer and it addresses the most relevant digital innovations for fashion brands.
§This course provides students with a number of theoretical approaches to critically assess how digital media function and their expanding and expansive role in contemporary culture.
§The course further investigates digital media convergence and the new digital consumer in order to develop a critical lexicon .
§The course aims at introducing students into the world of brand and branding from both a theoretical and pragmatical perspective. Students will understand what is a brand and the importance of brand management within the fashion system.
§Special emphasis will be placed on the specific cultural, political, economic, and social issues raised by digital media forms.
Obiettivi
By the end of the course students will be able to:
 
1.  understand and analyze how digital media use contributes to shape the consumption and the consumer society.
2.  recognize the role of consumer generated contents in defining brand’s visibility and circulation (reviews, recommendations, consumer generated ADS) within the web 2.0 environments
3.  learn the following critical issues: converge culture, participatory culture, networked media space, transmedia storytelling, spreadability, culture of reviews, searchability, consumer generated content, etc.
4. understand what is a brand and the importance of brand management within the fashion system.
5.  Advance one’s ability to work in team and produce qualitative research report.
 
This course aims at introducing students into the world of brands and branding as well as to the idea of consumer experience from both a theoretical and pragmatic perspective. Students will understand what is a brand and the importance of brand management within the fashion system. At the same time, they will better understand how (converging) media play a significant role in the ways in which consumers access and experience brands through multiple touchpoints.
Students will learn both from a theoretical and pragmatic perspective which are the necessary steps to undertake in order to establish and manage a brand: starting from the preliminary analysis of local mediscapes and media practices, up to the application of brand management strategies.
Students will be also encouraged to practice critical thinking in relation to the role and functions of brands within the contemporary society mostly in relation to some key aspects such as globalization and sustainability.
Valutazione
- Prova scritta e orale e/o laboratorio
Descrizione valutazione
The evaluation will be related on:
Class participation and paper presentations and discussion (10%) during the course.
Midterm (at the end of theoretical section of the course) to evaluate theoretical knowledge: it is a written exam on course materials and scientific journal articles (30%); the method is short answer questions that usually take the form of a brief question or prompt that requires a written answer normally no more than a few sentences. Sometimes a good paragraph is required (depending on the time available for that section).
Project work (individual student or teams of 2) (60%) at the end of the course: project work project requires collaboration, creativity, problem-solving, and innovation skills;  it challenge students to think beyond the boundaries of the classroom and and promotes self-directed learning.
Testi
Students will be provided with class notes, journal articles and materials during the coure
see classroom page (https://classroom.google.com/c/MjAwNDg5NjEzNzc3?cjc=pzmthl2)

Note
n.d.
Orario Lezioni
Lunedì 9.00 - 11.00 (CU003 Aula A ex Dip. Storia Medievale - III PIANO)
Venerdì' 9.00 - 11.00 (CU003 Aula A Chabod ex Dip.to Storia Mod. e Contemp. - III PIANO)
Inizio lezioni: Lunedì 27 Settembre 2021

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