Universitat Internacional de Catalunya
Mòdul 4. Estrategia de Comunicació per Marques de Moda Sostenibles
Other languages of instruction: Catalan, English
Teaching staff
Introduction
This module delves into the intricate world of modern communication strategies, focusing on the integration of social media as a powerful tool for engagement, influence, and brand building. Through a combination of theoretical frameworks, practical exercises, and case studies, students will develop the skills and strategic thinking necessary to thrive in the fast-paced digital communication landscape.
Pre-course requirements
None.
Objectives
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To develop critical thinking skills to evaluate and adapt communication strategies for different contexts and objectives.
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To analyze the evolving landscape of digital media platforms, including social networks, content-sharing websites, and emerging technologies.
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To develop insights into user behavior, platform algorithms, and trends shaping online communication.
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To learn audience profiling and segmentation techniques to tailor messages and content to specific demographic groups.
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To develop content planning skills, including ideation, storytelling, and message crafting, aligned with organizational goals and brand identity.
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To use data-driven insights to refine strategies and optimize content for maximum consumer impact.
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To develop proactive approaches to organizational reputation management and crisis prevention.
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To practice advanced text-writing techniques on any topic in a professional newsroom, employing different styles and developing a personal expressive voice and independent perspective.
Competences/Learning outcomes of the degree programme
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To analyze the storytelling of sustainable fashion brands.
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To shape communications about ethical values and sustainability in fashion companies in an appealing and marketing-oriented way.
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To understand the functioning of a journalistic newsroom within the fashion sector.
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To become familiar with the main influencer marketing strategies and the most characteristic success stories in the fashion industry.
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To work collaboratively within the communication and/or marketing department of fashion companies and institutions.
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To possess critical thinking and analytical skills to evaluate and refine communication strategies in real-world scenarios.
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To design and define the communication plan for organizations within the fashion sector.
Learning outcomes of the subject
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To communicate persuasively in order to convey information and personal ideas, both orally and in writing.
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To possess advanced knowledge of communication theories and their application in digital contexts.
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To be able to coordinate the digital dissemination channels and social media of fashion companies and institutions.
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To know how to develop comprehensive social media plans aligned with organizational objectives.
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To be able to implement strategic integrated communication plans for a fashion organization through both digital and traditional media.
Syllabus
— Communication Strategy and Planning
— Transparency: Sustainable Storytelling
— Fashion Writing
— Influencer Marketing
Teaching and learning activities
In person
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In masterclasses, the professor not only teaches content or knowledge but also attitudes, motivation, skills, and values. The instructor shares experiences and conveys their passion for the subject, encouraging each participant to express their opinions and arguments before the rest of the students.
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Coaching: Individual or very small-group follow-up on how students assimilate the course content. In coaching sessions, errors are corrected, doubts clarified, and exercises and activities proposed to achieve the set objectives.
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Seminar: This activity involves an in-depth, focused study of specific topics, sometimes of particular current relevance and socially debated, through active work in small groups.
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Focused praxis: Periodic, individual submission of exercises designed to learn theory through practice. Each exercise is intended to acquire very specific knowledge tailored to the individual, as well as to address particular gaps.
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Meeting points: Organized encounters between students and professionals, scientists, or figures from the international sphere. These can take the form of lectures, workshops, discussions, interviews, etc.
Evaluation systems and criteria
In person
- The module will be assessed through continuous assessment.
- It is necessary to pass all evaluative activities in order to successfully complete the module.
- The module’s lead instructor will design the practical assignments to be submitted — some individual and others in groups.
- Attendance, punctuality, and active participation in all sessions will be considered in the evaluation.
- Projects must be able to demonstrate their authenticity, and the use of AI is restricted to the points specified by the faculty. Detection of plagiarism, copying, or fraudulent use of AI will result in a grade of 0 for the activity.
Bibliography and resources
THE SUSTAINABLE FASHION COMMUNICATION PLAYBOOK | https://www.unep.org/interactives/sustainable-fashion-communication-playbook/
Propuesta de DIRECTIVA DEL PARLAMENTO EUROPEO Y DEL CONSEJO relativa a la justificación y comunicación de alegaciones medioambientales explícitas (Directiva sobre alegaciones ecológicas) | https://eur-lex.europa.eu/legal-content/ES/TXT/PDF/?uri=CELEX:52023PC0166