Content Branding and Digital Storytelling for CCIs
Content Branding and Digital Storytelling for CCIs
This course will introduce the most important Branding concepts in the fashion sector with practical applications of branding strategies to the market.
Introduction to DigiMooD for CCIs
This MOOC is one of the 6 MOOCs regarding the Eu project “DigiMooD”, aimed at developing and testing the offer of a set of innovative and interdisciplinary educational modules in “Digital Entrepreneurship for the Creative Industries”, with a specific application to the Fashion Industry, its companies’ branding, narrative strategies and the digital service models.
See the full seriesCourse description
The course is part of a DigiMooD MOOCs.
It gives an overview of Branding concepts in the fashion sector both tackling theoretical fundamentals related to the nature of fashion and the relevance of semiotics in branding and practical applications of branding strategies to the market, considering how digital tools and platforms are reshaping the processes.
Furthermore, it explains which are the main goals and priorities of creating and delivering the right contents through the target media to convey tangible and intangible brand values. Novel approaches offered by emerging technologies, supporting the efficiency and effectiveness of branding strategies are discussed.
After taking this MOOC you’ll be able to understand the specificities of Content Branding in the fashion sector, to identify and apply basic theoretical pillars to contemporary strategies based on storytelling and engagement on social media platforms.
This Series of MOOCs is one of the main results of the DigiMooD project.
Total workload of the course: 8 hours
This MOOC is provided by Politecnico di Milano.
The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
This Series of MOOCs is one of the main results of the DigiMooD project, whose partners are:
- Politecnico di Milano (POLIMI) - Milano, Italy
- Fondazione Politecnico di Milano (FPM) - Milano, Italy
- Institut Francais de la Mode (IFM) - Paris, France
- European e-Skills Association AIBL (EeSA) - Brussels, Belgium
- Mammut Film Srl (MammutFilm) - Calderara di Reno, Italy
- Fashion Technology Accelerator Srl (FTA) – Milano, Italy
- Associazione Industriale Lombarda dei territori di Milano, Lodi, Monza e Brianza (Assolombarda) – Milano, Italy
- Enti COnfindustriali Lombardi per l'Education Soc. Cons. a R.L. (ÈCOLE) – Milano, Italy
Intended Learning Outcomes
By actively participating in this MOOC, you will be able to:
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Analyze the role of semiotics in fashion branding and evaluate how design influences brand identity and aesthetics in response to market dynamics. (ESCO - define brand identity)
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Assess the impact of digital transformation on branding strategies, distinguishing between product and service systems, and creating branded content to enhance customer engagement. (ESCO - analyse consumer buying trends) (ESCO - develop digital content)
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Design and implement effective social media strategies for fashion branding, recognizing emerging trends and leveraging digital platforms for brand visibility. (ESCO - develop media strategy) (ESCO - implement marketing strategies)
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Define and apply the key elements of brand identity, utilizing visual assets to establish a consistent and impactful fashion brand presence. (ESCO - set brand positioning) (ESCO - manage brand assets)
Prerequisites
No formal knowledge is required.
Activities
The forum of this MOOC is freely accessible and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.
Section outline
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Week 1 is aimed to offer foundations of fashion branding, understanding how design can play a crucial role in shaping branding strategies.
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Week 2 is related to design branding strategies according to emerging paradigms and to the typology of contents to be delivered.
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Week 3 tackles key aspects of social media strategies for fashion brands, with references to digital disruption and data driven trends, as well as basic metrics for social media marketing.
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Week 4 deepens the concept of designing and communicating the brand identity through visual and tangible features such as graphic, retail and event design. moreover, you will analyze how brand identity relates with new technologies.
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Bibliography Page
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Assessment
Your final grade for the course will be based on the results of your answers to the assessed quizzes. You have an unlimited number of attempts at each quiz, but you must wait 15 minutes before you can try again. You will have successfully completed the course if you score a total of 60% (or higher) in each of the assessed quizzes.
The maximum score possible for each quiz is given at the beginning of the quiz. You can view your score in the quiz on your last attempt or on the 'Grades' page.
Certificate
You can achieve a certificate in the form of an Open Badge for this course, if you reach at least 60% of the total score in each one of the assessed quizzes and fill in the final survey.
Once you have completed the required tasks, you will be able to access ‘Get the Open Badge’ and start issuing the badge. Instructions on how to access the badge will be sent to your e-mail address.
The Badge does not confer any academic credit, grade or degree.
Information about fees and access to materials
You can access the course completely online and absolutely free of charge.
Course faculty
Paola Bertola
PhD in Design, is Full Professor at Politecnico di Milano, Design Department, where she coordinates the PhD Program in Design. She is cofounder of Fashion in Process (FIP) research collective and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in BA Fashion Design program and in MSc Product Service System Design Program. Her research focuses on creative processes, design management and branding, and design research within “culture intensive” industries. She is an author of several international publications and consultant on didactic and research activities for Italian and foreign institutions and companies. She was twice awarded with the Compasso d'Oro Price (2001 and 2011) for her research activities.
Valeria Iannilli
Architect and Associate professor at Politecnico di Milano - Design Department, where she is part of the “Design and Innovation Cultures” research subsection. She is President of the Fashion Design Programs (Bachelor and MSc) at School of Design, Politecnico di Milano and co-founder of FIP|Fashion in Process, Design Research Laboratory of Design Department/Politecnico di Milano. Her research interests concern retail design processes as the expression of the identity of a company to promote the construction of an active dialogue with users’ communities.
She is expert of retail design and management of narrative processes as place of cultural exchange in “culture intensive” industries. She developed didactical and research projects for national and international institutions and author of international publications and consultant in didactic and research activities for Italian and foreign institutions and companies.
Vittorio Linfante
Art Director and Professor of Fashion Design, Branding, Communication Design, Curation at the Politecnico di Milano, University of Bologna, Polidesign and Milano Fashion Institute. Curator — together with Paola Bertola — of the exhibition “Il nuovo vocabolario della moda italiana” at the Triennale di Milano (November 2015 – March 2016).
Fabrizio Pini
Fabrizio Maria Pini, PhD is Director of the International Master in Luxury Management and adjunct professor in marketing and Communication at Mip, Politecnico di Milano Milano. He is lecturing in Fashion Design Management at Design faculty, Politecnico di Milano. Fabrizio is lecturing and consulting for different organizations in Italy and across Europe He has been adjunct professor at The University of Colorado, Colorado Springs and senior international lecturer at University of Applied Science, Vorlarberg, Austria (FHV) and is currently International Faculty member at Hochschule ver bayerischen Wirtschaft, Munich, Germany (HDBW). His research interests concern business model innovation, digital marketing and brand policies. His most recent publications are Rigaud-Lacresse, E., Pini, F.M. (eds.), Management du luxe : opportunités et challenge de demain, Vuibert, Paris, 2019; Pini, F.M. and Rigaud-Lacresse, E. (eds.), The New Luxury: Creating Sustainable Value for Luxury Companies, Palgrave McMillan, London, 2017; Pini, F. M.; Quaquarelli, B.. Organisational and Marketing Challenges in Designing and Implementing an Omnichannel Strategy for Luxury Fashion Brands. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, 2018. p. 89-107.
Angelica Vandi
PhD Candidate in Design and MSc in Design for the Fashion System, she is following the development of the DigiMood for CCIs European founded project. During her University career, she participated in the Design Management joint program with Jefferson University, Philadelphia. Her research aims at applying data analysis and network science to fashion design, enhancing transparency and lean communication throughout the value chain.
Contact details
If you have any enquiries about the course or if you need technical assistance please contact pok@polimi.it. For further information, see FAQ page.