Fashion Business and Digital Marketing

The Bachelor of Arts with Honours in Fashion Business and Digital Marketing integrates skills in fashion business, digital marketing, and brand management within an excellence-driven programme, preparing professionals to operate in the fashion and luxury industry through a methodology that combines analytical rigor, strategic vision, and a practical, hands-on approach.

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Course
Structure

Course Features

The Bachelor of Arts in Fashion Business and Digital Marketing with Honours (an academic qualification equivalent to a three-year undergraduate degree) offers an excellence-driven programme that combines theoretical rigor with practical application. Students explore the dynamics of the fashion system, learning to build cutting-edge digital strategies and effectively manage brand identity.

Through both theoretical and practical lessons, including the study and analysis of business cases and real-world projects, the programme develops specialist skills in fashion business, e-commerce, content marketing, and data analysis.

The classroom experience is further enhanced by workshops, company and showroom visits, and real case studies developed in collaboration with industry partners. This approach strengthens the strategic vision and analytical skills now required by leading companies in the market.

Learning Objectives

The Bachelor of Arts in Fashion Business and Digital Marketing aims to train professionals capable of anticipating market trends and interpreting consumer needs, enhancing brand identity through innovative and contemporary visions. The teaching approach combines the development of managerial skills with creative sensitivity, guiding future professionals in the use of advanced digital tools and the design of impactful omnichannel campaigns.

Throughout the three-year programme, students learn to translate data analysis into strategic decisions and manage fashion communication with an international perspective. The entire programme is designed to transform talent and curiosity into concrete skills, ensuring a highly competitive profile ready to face the challenges of the global fashion system.

Main Themes

Business Fundamentals & Planning: understanding the basics of business and entrepreneurial planning in the fashion industry
Fashion Buying & Merchandising: purchasing strategies and management approaches for the retail market
Project Management: techniques and tools to coordinate complex projects in the fashion and luxury sector
Fashion Law & Business Law: legal aspects, contracts, and intellectual property protection

Marketing Strategy & Basics: analysis of the market and definition of competitive positioning
Digital Disruption & New Media: study of technological impact and new digital communication strategies
SEO/SEM & Campaign Optimization: techniques to maximize online visibility and optimize advertising campaigns
Big Data & Analytics: use of data to drive strategic decisions and understand market flows

Brand Management & Branding: construction, management, and enhancement of a brand’s identity
Fashion Editorial & Advertising: advertising narratives, copywriting, and content creation for fashion publishing
PR, Events & Licensing: management of public relations, event organization, and co-branding strategies
Visual Merchandising: design of store concepts and visual product display strategy

CRM & E-Commerce: management of customer relationships and online sales platforms
Customer Experience: interaction between the consumer and the brand
Fashion Retail: dynamics and distribution logic of the contemporary fashion industry

Career Advisory: guidance and support for entering the job market
Public Speaking: techniques for effective communication and professional presentation of projects

Study Plan

The study plan integrates competencies in fashion culture, branding, and digital strategies with a solid foundation in e-commerce, data-driven marketing, and business strategy. Through a learning-by-doing methodology, students develop advanced skills and analyze real case studies under the guidance of lecturers and professionals from leading creative industries in Milan. Each module is designed to build advanced expertise and the ability to manage the dynamics of the fashion business with an international perspective.

To support a direct entry into the job market, the program includes, in the first semester of the third year, a crucial phase of Professional Practice. Students have the opportunity to consolidate their skills through a curricular internship or a project work developed in collaboration with a professional or a company (minimum duration of 300 hours). These activities are conceived as key moments of alternation between academic study and professional experience. This approach allows students to engage with real working environments, enabling informed and conscious career choices through direct industry exposure.

Supporting this pathway, dedicated Career Advisory services are provided to guide each student and equip them with the necessary tools to successfully present themselves to companies and key players in the fashion system.

Module	UK Credits
Fashion Culture	20
Fashion Marketing	40
Communication and Media Studies	20
Visual Communication and Advertising	40

Module	UK Credits
Fashion Strategy	20
Business Strategy	40
Digital Marketing	20
Fashion Branding	40

Module	UK Credits
Digital Marketing and Communication Strategies	20
Fashion Business Professional Practice	40
Fashion Business Major Project	60

Career
Opportunities

Brand Manager

Responsible for managing and promoting the brand, coordinating marketing campaigns, and ensuring consistency in brand identity.

Fashion Merchandiser

Responsible for the strategic presentation of products at the point of sale. Works closely with the buying and marketing teams to ensure proper product display, maximize visual appeal, and drive sales performance.

Retail Manager

Operational leader of retail stores. Coordinates daily activities, manages staff, and ensures a positive customer experience. Oversees store performance and manages teams, KPIs, and customer experience.

Fashion Digital Consultant

Provides specialized consultancy on the implementation of digital strategies in the fashion industry. Collaborates with brands and companies to optimize their online presence, including social media, e-commerce, and digital marketing strategies.

Fashion Buyer

Responsible for selecting and purchasing products for the company that meet customer needs and preferences. Works with suppliers, analyzes market trends, and maintains relationships with fashion brands.

Digital Marketing Specialist

The main reference point for online marketing strategies, using expertise in SEO, SEM, social media, and content marketing to increase the company’s online visibility.

E-Commerce Manager

Responsible for managing online stores, optimizing sales performance and the customer shopping experience (Customer Journey).

Faculty

Admissions

Applicants must meet the following requirements:

Admission interview
High school diploma or equivalent
Motivational letter
Knowledge of the English language

News and Events

FAQ

Studying in Milan means living in the heart of the Italian fashion industry: showrooms, fashion weeks, international brands, and continuous events offer professional opportunities and immediate networking. The Ferrari Fashion School Bachelor integrates these experiences into the academic journey, ensuring a practical and competitive learning approach.

Students develop skills in SEO, SEM, social media strategy, content creation, influencer marketing, e-commerce, CRM, and data analysis. They acquire a professional methodology based on advanced tools and international best practices in fashion marketing.

Yes, the program is designed for those who wish to enter the fashion business from scratch. Through workshops, real projects, and guidance from industry professionals, students learn in a progressive and structured way, building both creative and managerial skills.

The course prepares for roles such as Digital Marketing Specialist, Brand Manager, Content Strategist, Fashion Buyer, Merchandiser, Retail Manager and Consultant for fashion and luxury companies.

Yes. Applicants who do not yet have a B2 level / IELTS 5.5 are supported through a preparatory language pathway before the start of the Bachelor program.