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.

PRE-COURSES
November
Building a basic managerial platform.
  • Basics of Management
  • Accounting
  • Quantitative Methods
 
GENERAL MANAGEMENT & APPLIED MANAGEMENT
January / May

General Management Courses
Gaining managerial tools, methods and concepts with a specific focus on fashion and design-based companies.

  • Financial Reporting and Analysis
  • Corporate Finance I
  • Management of Control Systems
  • Fashion Marketing
  • Data Analysis for Marketing Research + Excel
  • Innovation Management
  • Business Policy
  • People Management
  • Sales Management
  • Business Planning

Applied Management Courses
Understanding the key managerial processes in companies where fashion, design and experience are the product/value.

  • Country Models in Fashion & Luxury
  • Italian Excellence
  • Managing Design-Based Companies
  • Industry Analysis in Fashion & Luxury
  • Managing Symbol Intensive Companies
  • Design Fundamentals and Trends
  • Supply Chain Management
  • Merchandising
  • Communication Management
 
SPECIALIZED COURSES
June

  Developing the core competence and tools to work in fashion, design, and experience-based industries

  • Omnichannel and Retail Management
  • Digital Strategy, Marketing, and eCommerce (in partnership with YOOX NET-A-PORTER)
  • Customer Relationship Management
  • Merchandising Advanced
 
FIELD PROJECTS
July / November

In company group projects cover several corporate aspects and functions (brand positioning, pricing, entry into new markets, etc.).

 
ADVANCED COURSES AND SEMINARS
September / November

Advanced Courses
Going into the details, exploring advanced themes, getting ready to deal with them. 

  • International Business in a Global Environment
  • Developing Creativity in Business
  • Creative Entrepreneurship
  • Corporate Finance – Advanced
  • Buying
  • Processes and Competence in Brand and Product Management
  • Processes and Competence in Retail

Seminars
Ad-hoc seminars to deepen knowledge on advanced topics and learn state of the art methodologies and tools.

  • Corporate Social Responsibility in Fashion & Luxury
  • Economics of Corporate Governance in Fashion & Luxury Firms
  • Retail Stock Management

Study Tours
(on a fee-paying basis) 

  • The Italian and the French Fashion and Luxury Systems in Comparison (Study Tour in Paris)
  • The Italian and the Spanish Fashion Systems in Comparison (Study Tour in Madrid)

 

Pre-Courses

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
  • Accounting
  • 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.

General Management & Applied Management Courses

Starting in January, courses in General Management will be combined with courses in Applied Management. The former allows 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. Applied Management courses provide an in-depth understanding of the key managerial processes in fashion and design based companies as well as in those industries where experience plays a major role in defining the firm’s value proposition.

General Management Courses

  • Financial Reporting and Analysis
  • Corporate Finance I
  • Management of Control Systems
  • Fashion Marketing
  • Data Analysis for Marketing Research + Excel
  • Innovation Management
  • Business Policy
  • People Management
  • Sales Management
  • 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.

Course Descriptions

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

Corporate Finance I

  • 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

Management of Control Systems

  • 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

Fashion Marketing

Learn the conceptual frameworks and analytical tools required for planning marketing activities in a fast moving and competitive landscape. More specifically:

  • Learn how to build an effective marketing plan
  • Understand customer behavior in fashion, design and experience-based markets
  • Be equipped with the proper tools to measure actual and potential demand
  • Learn about marketing research techniques that can be implemented to collect useful data to support a marketing plan
  • Get familiar with specific tools for market segmentation, targeting, and positioning in fashion, design and experience industries

Data Analysis for Marketing Research + Excel

  • 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

Innovation Management

  • Creativity and management
  • Innovation sources
  • New product development process
  • Concept and product testing
  • Intellectual property right
  • Trademarks and copyright

Business Policy

  • 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.

People Management

  • 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

Sales Management

  • Understand the differences in managing retail and wholesale channels
  • Sales planning fundamentals: budgeting and control
  • Key account management
  • Buying

Business Planning

  • 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.


Applied Management Courses

  • Country Models in Fashion & Luxury
  • Italian Excellence
  • Managing Design-Based Companies
  • Industry Analysis in Fashion & Luxury
  • Managing Symbol Intensive Companies
  • Design Fundamentals and Trends
  • Supply Chain Management
  • Merchandising
  • Communication Management


Course Descriptions

Country Models in Fashion & Luxury

  • Get familiar with the concept of country branding to understand the evolution of business models of world’s leading companies
  • Analyze the fashion pipeline to understand the source of fashion cycles
  • Understand the evolution of business models in retail

Italian Excellence

  • Understand the common traits of Italian excellence, together with the opportunities and challenges companies are facing.
  • Explore Italian culture as one main feature of the Italian excellence comparative advantage.
  • Get acquainted with business strategies and business models in symbol-intensive firms
  • Think critically about opportunities and challenges that Italian symbol-intensive firms and associations are facing.

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)

Industry Analysis in Fashion & Luxury

  • 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)

Design Fundamentals and Trends

  • Understand the dynamics that generate new trends in design
  • Set a new vision of design
  • Rapid prototyping

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

Merchandising

  • 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.)

Communication Management

  • 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
     

Specialized Courses

June will be devoted to courses aiming at equipping students with the core competences and managerial toolkits needed to work in fashion, design, and experience-based industries. The goal is to focus on the main managerial positions and build in class the fundamental skills required to cover these roles.

  • Omnichannel and Retail Management
  • Digital Strategy, Marketing, and eCommerce (in partnership with YOOX NET-A-PORTER)
  • Customer Relationship Management
  • Merchandising Advanced
     

Course Descriptions

Omnichannel and Retail 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
     
Digital Strategy, Marketing, and eCommerce (in partnership with YOOX NET-A-PORTER)
  • Learn how to set an effective digital strategy for fashion, design, and experience brands
  • Understand how to build sound digital marketing
  • Learn how to run eCommerce intiatives
  • Get familiar with practices to enhance conversion rates
  • Learn about digital initiatives KPIs
     
Customer Relationship Management
  • Learn what are major barriers and benefits of CRM in fashion and design
  • Understand how to build a customer data base
  • Learn how to segment and profile customers into the data base
  • Get familiar with the different actions that can be addressed to different customer profiles
  • Learn how to use the web to enhance the company’s CRM strategies
     
Merchandising Advanced
  • 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
     

Field Projects

Starting at the end of 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 are required to carry out a field project in a company, which represents a practical application of skills and knowledge gained 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 have to 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
     

Some examples related to the core focus of a few projects shared in the very last years:

Association of high-end Italian companies in fashion, luxury, design, food and hospitality
Analysis of the millennials customers with the aim of identifying the best brand mix, shopping experience and services to target them

Leading software provider of end-to-end retail solutions for luxury and fashion industries    
Analysis of the fashion and luxury retail market in Greater China and Singapore

Leading Italian luxury brand    
Analysis of pricing strategies of luxury and accessible luxury brands in the leather good category

Leading Italian design company   
Analysis of the market and competitors strategies of the global airport concourse seating and automotive retail business

Leading Italian wool company    
Analysis of the most influential menswear channels in China, South Korea, Malaysia and Philippines with the aim of identifying ingredient branding initiatives

Leading premium brand in the casual segment    
Analysis of current and prospective brand building strategies of International fashion companies in China

Leading Luxury Group    
Identification and development of best practices in “marketing intelligence” for luxury brands

Leading Italian luxury brand    
Analysis of the brand identity and best practices for the storytelling applying the customer journey model during the observations

Leading Italian textile group in luxury fabrics    
Competitive analysis of the men’s accessories market in order to design the marketing plan for the development of a new brand in luxury accessories

Leading Italian luxury brand    
Analysis of travel retail formats and assortment planning in the luxury field across  key trends and competitive bench-marking

Italian brand in luxury accessories    
Analysis of  strategies, best practices and scenario evolution in luxury retail performance measurement

Leading international designer outlet    
Development of a retail marketing plan for one of the group outlets with the aim of increasing the retail traffic in the center

Leading Italian brand in luxury menswear    
Designing an omni-channel customer acquisition strategy with the aim of optimizing the business development opportunities and the prospect clients conversion rate

Leading communication agency specialised in art and digital projects for fashion and lifestyle companies
Analysing the world of digital communications projects (fashion focus); looking at key players, best practices, digital communications strategy and key future trends. Formulation of mid-term business plan and unique selling proposition

Advanced Courses and Seminars

The goal of the activities delivered in the last part of the program is to explore advanced topics and get ready to enter the professional world. Ad-hoc seminars will focus on specific issues that deserve special attention in the fast changing and increasingly competitive fashion, design, and experience arena.

Advanced Courses

  • International Business in a Global Environment
  • Developing Creativity in Business
  • Creative Entrepreneurship
  • Corporate Finance – Advanced
  • Buying
  • Processes and Competence in Brand and Product Management
  • Processes and Competence in Retail

Course Descriptions 

International Business

  • 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
     

Developing Creativity in Business

  • 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
  • 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.
  • Read L'Oréal interview
     

Creative Entrepreneurship

  • Get familiar with the Start-up Entrepreneurial Process: idea generation, evaluation, validation and testing
  • Understand the resource need planning
  • Learn what is entrepreneurial management
     

Corporate Finance - Advanced

  • Assess the value of a fashion company through key financial valuation techniques
  • Analyze financial statements to evaluate a company's performance
  • Analyze financial statements to evaluate a company's financial standing
     

Buying

  • Learn how to apply analytical models for evaluating corporate strategies in the luxury industry, and their impact on creation and capturing of value.
  • Discuss critically a corporate case, examining both the 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
     

Processes and Competence in Brand and Product Management

  • Understand main roles, tasks, activities, processes and interrelations in the branding, product retail management area (brand manager, product manager, sales/retail manager, licensing manager but also the role of consultants)
  • Learn how to present yourself as a brand
  • Learn how to relate strategic decisions and performance results along the value chain with an integrated business model perspective (assignment)
     

Processes and Competences in Retail

  • 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


Seminars

Ad-hoc seminars allow students to deepen knowledge on advanced topics and learn state of the art methodologies and tools on topics such as:

  • Corporate Social Responsibility in Fashion & Luxury
  • Economics of Corporate Governance in Fashion & Luxury Firms
  • Retail Stock Management
     

Course Descriptions 

Corporate Social Responsibility in Fashion & Luxury

  • The seminar provides an overview on the topic of CSR in Fashion & Luxury with a focus on responsible innovation.
  • The analysis of different business practices aims at providing useful food for thoughts to consumers and managers that are willing to face the responsibility challenge.
  • Students will develop their analytical and creative capabilities, identifying strategic issues in responsible fashion.
  • The assignment will require students to work on the challenges related to the management of responsible innovation in the fashion industry.
     

Economics of Corporate Governance in Fashion & Luxury Firms

  • Learn how to apply analytical models for evaluating corporate strategies in the luxury industry, and their impact on creation and capturing of value.
  • Discuss critically a corporate case, examining both the 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
     

Retail Stock Management

  • Define the inventory and plant/suppliers orders management tools, based on the customers’ needs satisfaction and margin maximization.
  • Experience a systemic analysis of inventory management within a multiple levels distribution environment.
  • Through a "trial & error" approach, the Stock Management Simulation aims at developing a deep knowhow on how to approach the inventory of several different items.


Study Tours
(on a fee-paying basis)

The Italian and the French Fashion and Luxury System in Comparison (Study Tour in Paris)
Visiting Paris and meeting French Companies and Institutions representing the excellence of French Luxury and Fashion

The Italian and the Spanish Fashion and System in Comparison (Study Tour in Madrid)
Visiting Madrid and meeting Spanish Companies and Institutions representing the excellence of Spanish Fashion