The course is intended for students who already have a degree in graphics or communications or marketing and who know the basics of coding in html. The course will cover which trends and technological solutions must be implemented to improve brand value communication of the selected brand equity and manage, as social media coordinators, the politics of online customer relation management (social & PR). Learners will also be able to analyze different e-commerce strategies, evaluating which of these should be applied in the retail politics of a brand. The aim of the course is, in fact, to develop a critical analysis of the best ways to integrate direct commercial channel, to the web based one, the use of social media, and the CRM data analysis to further improve the value of a brand and attract consumers to the online fashion market from all over the world. Thus the learners will study programming languages for new digital technologies and mobile devices used in brand communication. They will study the strategies of web marketing and how the values of a company are communicated to the client audience. At the same time they will also study in detail web marketing and communication strategies of the most important case histories.

* interpret the requests of a fashion brand by realizing a market-oriented, communicatively effective website, with the programming necessary to obtain desired results; * analyze the effects that progress in digital media technology and the influence that the internet has on companies and consumers; * reposition the online relations between the consumer and a brand; * critically evaluate the approach of the representation of e-commerce in the development of a brand; * analyze the key factors in the formulation, development and implementation of web marketing strategies and establish an action plan in relation to the scenario given.