Structure and calendar
16th edition 2017
The structure of the program is strongly cross-disciplinary. The strong partnership SDA Bocconi has with business communities ensures a perfect blend of art, craft and science that is the essence of fashion and design.
The MAFED program consists of general management courses, specialized courses in Fashion, Design & Experience Management, field projects and advanced seminars. Students without a business background wil be expected to attend pre-courses before the beginning of the program.
After completing the program, students will possess a solid understanding of business planning, marketing and control tools and be able to apply advanced product, brand and retail management techniques within a fast-moving and global business environment.
| MAFED 2017 structure and curriculum are currently being reviewed and will be available shortly.
See below for the MAFED 2016 calendar of activities.
Building a basic managerial platform.
|January / November|
| Specialized Courses: Fashion, Design & Experience Management
Understanding the key managerial processes in companies where fashion, design and experience are the product/value.
|June / November|
For students who do not have a business background, the program starts in November with Pre-courses. The purpose of the pre-courses is to establish and create a common managerial platform among participants. Subjects include:
- Basics of Management
- Quantitative Methods
All students, including those who did not attend Pre-courses, are required to take a Pre-course test at the beginning of the Program.
Starting in January, courses in General Management allow participants to acquire methodological tools, which provide an in-depth understanding of the key concepts which every professional should be familiar with in order to manage a company. A specific focus will be on fashion and design based companies.
• Financial Reporting and Analysis
• Control Systems Management
• Fashion Marketing&CRM
• Corporate Finance
• Business Policy
• Data Analysis for Marketing Research
• Leading and Managing People
• Business Planning
MAFED promotes MAFED.incubator, to give students the opportunity to transform their ideas into business ventures in the fashion, luxury and design industries.
In particular, the course "Business Planning" aims to provide all MAFED students with an in-depth understanding of the qualitative and quantitative variables involved in working out and implementing a strategic idea in these businesses in a consistent way.
Financial Reporting and Analysis
- Analyze and discuss the major financial accounting issues related to companies operating in the fashion, design e luxury industries
- Present and discuss the main tools and methods to analyze financial statements
Control Systems Management
- Examine in a systemic way management accounting approaches, with a specific reference to the fashion and luxury industries
- Focus on the management control process, balancing economics and creativity
- Learn the conceptual frameworks and analytical tools required for planning marketing activities in a fast moving environment
- Learn how to develop a marketing plan
- Learn about marketing research techniques that can be implemented to collect useful data to support a marketing plan
- Understand specific tools for market segmentation and targeting in fashion, design and experience industries
- Learn about pricing as a key tool for positioning
- Learn how to use financial tools in order to manage key value drivers within a fashion company
- Examine in a systemic way financial statements and company performance in the fashion industry
- Learn how to build and read cash flows and financial ratios
- Examine capital budgeting decisions in fashion companies
- Assess the value of a fashion company through key financial valuation techniques
- Analyze financial statements to evaluate a company's performance and financial standing
- Learn how to apply an array of analytical models for evaluating corporate and business strategies in the fashion and luxury industry, and their impact on creating and sustaining competitive advantage
- Critically discuss business cases, examining both qualitative and quantitative information and drawing relevant conclusions about the related managerial implications
- Learn and apply basic economic rules for information, experience and symbolic goods
- Perform a simple industry analysis using segmentation and competitive positioning, while assessing the main drivers for value creation and value appropriation
- Evaluate the portfolio of resources and capabilities of a company
- Identify differentiation drivers and isolating mechanisms from imitation
- Perform a value chain analysis, assessing advantages and disadvantages of vertical integration
- Read, discuss and draft articulated business plans.
Data Analysis for Marketing Research
- Understand how to use time-series to produce forecasts for marketing related quantities (especially sales data)
- Interpret a customer segmentation analysis and understand its role in the corporate marketing strategy
Leading and Managing People
- Understand main critical issues in designing organizational structures
- Understand the role of teams as integration mechanisms
- Understand integration roles (Product Manager, Key Account Manager, Merchandiser, Project Manager)
- Understand main human resource management systems: selection, evaluation, career, compensation
- Learning, through a step-by-step approach, the path to do a business plan within symbol-intensive industries;
- Understanding the links among strategies, numbers, innovation, feasibility and long term profitability;
- Testing your entrepreneurial quotient;
- Establishing contact and networking with key actors for developing business.
Specialized Courses: Fashion, Design & Experience Management
Specialized courses provide an in-depth understanding of the key managerial processes in fashion and design based companies as well as in those where purchasing behavior depends on the value of the experience.
- Industry Analysis&Business Models in F&L
- Managing Design-Based Companies
- Managing Symbol Intensive Companies
- Merchandising & Buying
- Supply Chain Management
- Go to Market: OmniChannel, Retail & Sales Management
- International Business
- Communication Management
- Managing Creativity
- Brand&Retail Management
MAFED is also supported by the Luxury Division of the L'Oréal Group.
Particularly, during the Management of Creativity course, L'Oréal gives MAFED students a briefing for a product launch and the possibility to present the project in front of the company's top management, who gives feedback to each of the groups.
Industry Analysis&Business Models in F&L
- Learn about the main landmarks in the history of fashion, luxury and costume and how the greatest international designers, brands and countries (Europe, U.S., Asia) influenced the current global fashion and luxury system.
- Develop the appropriate language for the industry
- Understand fashion pipelines and how to segment the fashion and luxury system into sub-segments (women’s wear, men’s wear, sport’s wear, foot wear, accessories, jewels, watches, cosmetics, etc.) and carry out a detailed industry analysis
- Understand product and process innovation in fashion
- Understand the main business logics and business models in fashion
Managing Symbol Intensive Companies
- Improve competitive intelligence techniques, apply industry-specific drivers such as collection structure, price/creativity ranges and fashion/service content
- Understand symbol-intensive brand identity analysis, evaluate internal consistency and external relevance in product, retail and communication brand positioning
- Evaluate symbolic brand equity content and its potential for extension into new product categories (line and brand extension)
Managing Design-Based Companies
- Understand main structural and operational characteristics of design-based companies (Italian and international)
- Understand the design-furniture industry by identifying different business models and business performance
- Learn how to brief industrial designers and manage relationships
(both in-house and external)
Merchandising and Buying
- Understand and learn how to plan seasonal product design and development process (PD): activities, critical aspects, links between PD and other processes (segmentation, positioning, operations, logistics, etc.)
- Learn how to plan seasonal collection with reference to past season performance, competitors and service levels
- Identify differences on how different companies (ready-to-wear, mass) carry out the PD and learn appropriate languages and terminology
- Learn how to carry out a merchandising plan
Supply Chain Management
- Understand different operations models and supply chain structures in the fashion industry
- Learn basics of operations processes (macro-process from customer demand forecasting to finished product production and assembly) and operations techniques
- Learn basics of purchasing management
Go to Market: OmniChannel, Retail & Sales Management
- Understand the differences in managing retail and wholesale channels
- Sales planning fundamentals: budgeting and control
- Key account management
- Understand the differences among retail formats in fashion and design companies
- Learn the drivers that support store positioning
- Learn the basic techniques of visual merchandising
- Learn the basics of managing retail merchandise
- Understand how to plan and control retail activities
- Interpret the main theories and concepts regarding internationalization processes and international management
- Understand key issues and barriers in the global management of fashion and design brands
- Understand global sourcing in fashion
- Develop the ability to carry out an international market analysis (risk return and potential evaluation analysis)
- Understand the most critical decisions associated with international growth (intellectual property management, customs, distribution channels, retail structure, pricing, etc.)
- Upgrade the capability to write a business plan for an internationalization process or improve the international competitiveness of fashion and design companies
- Learn how to develop a communication plan
- Understand how to prepare for advertising campaigns
- Develop the capacity to evaluate media plan options
- Understand activities, roles and timing in event organization and management
- Learn how to write a press release
- Learn the meaning of applied creativity and the creative process within teams and organizations
- Increase your creative potential by exercising creativity in different business contexts (new product development, launch of a new event, launch of a new advertising campaign)
- Develop your capability to work in a group environment by understanding the differences between leaders, innovators and adaptors
- Learn how to apply an array of analytical models for evaluating the brand identity, the brand system and the brand lifecycle in symbol intensive industries
- Learn how to launch a new brand
- Learn unconventional branding techniques and innovation in branding
- Perform an advanced industry analysis, segmentation and competitive positioning, by assessing the main drivers for value creation and value appropriation and suggesting strategic implications
- Understand main roles, tasks, activities, processes and interrelations in the branding and product management areas (brand manager, product manager, merchandiser)
- Learn how to analyze store assortments in terms of brands and price ranges
- Develop skills for carrying out retail intelligence
- Learn how to portray strategic decisions and performance results in retail activities
- Learn how to brief for store design
- Learn how to develop a business plan to open a new store
Starting in June, students will be expected to apply theories learned in class into real life. In-company group projects cover several corporate aspects and functions including brand positioning, pricing, entry into new markets, etc.
MAFED students must carry out a field project in a company, which represents a practical application of skills and knowledge obtained in classroom.
In-company group projects cover several corporate aspects and functions (brand positioning, pricing, entry into new markets, etc.). Projects are supervised by a SDA Bocconi professor and a company executive. Teams of two to five students spend eight weeks on a project. A presentation and full-report of final results must be drafted for the company.
In exchange for agreeing to take on MAFED students, companies receive:
- Innovative solutions to complex problems;
- A qualified and motivated team which has an understanding of technical/managerial methodologies, the validity of which is guaranteed by MAFED and project tutors;
- Four months of intensive work (from June to November, alternating with classes);
- The opportunity to evaluate MAFED students in the field for future job placements.
Samples of past Field Projects:
Leading global brand in the fashion business
Comparative pricing analysis in Italy and Japan for key competitors in men’s and women’s accessories
Leading Italian brand in high-end menswear
Competitive analysis of the underwear industry in the Chinese market with the aim to focus product offers, identify distribution channels, consumer behaviors and recommend an entry strategy
Leading Italian brand in luxury leather accessories
Entry strategy into the Indian market: evaluating partners and retail formats
Leading Italian brand in footwear
Study of the brand extension into the business of beauty
Leading international brand in street wear
Competitive intelligence and position assessment in Northern European markets
Leading French brand in the luxury jewelry and watch sector
Defining a partnership strategy in brand extension
International consultancy company
Assessment of distribution opportunities for leather garments and accessories in Europe and the U.S.
Leading worldwide company in domestic appliances
Competitive intelligence in European companies that sell household items over the web
Leading Italian textile group
Analysis of Chinese distribution with the aim of identifying commercial partners and retail formats
Leading Italian brand in high-end menswear
CRM analysis of customer segmentation to rationalize marketing investments
Best case of 2010
Whirlpool- Positioning and competitive intelligence in Key Markets.
The project was conducted by two of our MAFED students, Matteo Gerosa (Italy) and Nita Jandrakholiga (Thailand).
During the 3 months project their aim was to identify contact points between the theme "Feeding the Planet, Energy for Life" and the company brands.
Their findings were very much appreciated by Whirlpool and one of the main contributions to Expo 2015 on Feeding the Planet Energy for Life was to understand the Kitchen as the heart of family life related to green space and sustainability.
Allow students to deepen knowledge on advanced topics and learn state of the art methodologies and tools on topics such as:
- Industry Analysis and Business Models in Jewels&Watches
- Visual Merchandising
- Corporate Strategy in F&L
- Corporate Social Responsibility in F&L
The Italian and the French Fashion and Luxury Systems in Comparison (Study Tour in Paris)
Visiting Paris and meeting Franch Companies and Institutions representing the excellence of French Luxury and Fashion
The Italian and the Spanish Fashion Systems in Comparison (Study Tour in Madrid)
Visiting Madrid and meeting Spanish Companies and Institutions representing the excellence of Spanish Fashion
Understanding the BRICS (in collaboration with SDA Bocconi China Lab)
Insights from experts on fast growing markets: China, Brasil, South Korea and Russia