Fashion Business & Digital Marketing Intensive

Take a Fashion Business & Digital Marketing Intensive course at Istituto Marangoni Firenze. This programme blends theory and practice to provide a thorough knowledge of fashion business and digital marketing, meeting the needs of participants with limited time or little or no prior experience.

Management, social media, content management, brand storytelling, merchandising and buying are just some of the key skills of the successful business and digital marketing manager. They define the digital marketing plan for fashion and luxury companies, create communication and omni-channel strategies, and put them into action. For those with limited time available, the Fashion Business & Digital Marketing course provides the technical and theoretical concepts related to digital marketing for fashion.

Participants discover how companies determine the best strategies to optimise economic, production, distribution and digital aspects of the brand, and are introduced to the main indicators for measuring financial performance. They investigate the development of a collection and become familiar with some of the key sales channels for brand positioning through the study of high-profile fashion products and companies. Taking a fashion collection or luxury product from the design studio through to omni-channel distribution is a complex operation working in collaboration with design, production and sales teams.


  • Marketing communication channels
  • Digital marketing & new media
  • Principles of business and management in fashion
  • Fashion PR, promotion and brand storytelling
  • Key aspects of fashion buying, merchandising and visual display


  • Fashion marketing manager
  • Social media manager
  • Fashion merchandiser
  • Fashion communication manager
  • Fashion omni-channel manager


This fashion course covers the main processes in collection and retail distribution, including a study of the target audience, and the importance of price brackets on sales performance. The power of communication, the seduction of the brand and the creation of ‘aspirational desire’ in fashion products are also investigated in relation to brand storytelling, digital PR and visual display in both traditional and online media.

The course looks at the key digital marketing channels giving participants the bespoke tools to communicate an authentic, aspirational and emotional message, aimed at sustaining and consolidating brand image. The course also touches on new attitudes evolving today in the fashion and luxury industries, including sustainable fashion marketing, interactive customer experience and the role of technologies as artificial intelligence and virtual reality on the consumer journey.

At the end of the course participants are able to apply the theoretical knowledge and skills acquired in business and fashion management to enhancing their own digital marketing agenda.

Are you interested in one of the courses?

You might be interested in…