Professional Certification in Digital Marketing for Fashion

Learn the essential notions of Fashion Management including essential processes, timelines, and the key revenue drivers of successful fashion brands. You’ll cover business models, market positioning, sales channels, product lifecycle, digital transformation and pricing strategies.
Topics include: Fashion business models, market structure, sales channels, brand positioning and product lifecycle

Study the strategies and techniques that fashion companies apply to create customer satisfaction and loyalty. You will learn key CRM concepts in the fashion & luxury industry, develop a customer-focused approach, and uncover practical methods to enhance customer interactions across multiple touchpoints.

By examining real-world scenarios, engaging in data analysis, and strategic planning, this module provides professionals with the insights and tools needed to boost customer loyalty and achieve business success.

Gain a foundational understanding of digital marketing strategy with a focus on traffic generation and customer acquisition.

✔ Digital Marketing definition: scope and goals of digital marketing for fashion;
✔ Marketing technology landscape and trends;
✔ Digital Marketing Strategy: Paid Media, Owned Media, Earned Media concepts;
✔ Digital Marketing funnel: traditional funnel and the “messy middle”;
✔ Multi level marketing campaigns planning: Performance, Editorial, Activation
✔ Consumer behaviour: Mobile, Desktop and other digital devices, Social Media, Marketplaces and Brand websites;
✔ Media Mix Strategies by Region, Age Groups and Generations
✔ Adv Market Worth Digital vs Traditional
✔ Platforms: Google, Meta, Amazon, Tik Tok
✔ Digital marketing budget with aim to delivering specific targets of website traffic, conversion rate and cost per acquisition.

This module covers the fundamentals of SEO tailored for the fashion industry, providing the strategies and tools needed to build sustainable online visibility and long-term digital success.

You’ll explore key areas including on-page and technical SEO, off-page strategies, local SEO, and the relationship between SEO and SEM. Learn how to track performance with essential KPIs and reporting tools.

The module concludes with a hands-on practice lab, where you’ll apply your knowledge by developing an SEO strategy and editorial plan for a high-end fashion brand.

This module unlocks the power of Performance Marketing, focusing on Search Engine Advertising (SEA) and Meta advertising to help you reach the right audience at the right time.

✔ Performance Media-Mix: Search, Shopping, Retargeting, Social, Affiliation, Prospecting Budget and Forecast
✔ SEM (Search Engine Marketing) Definitions and Principles SERP (Search Engine Results Page), SEA (Search Engine Advertising), Functioning of auctions and Targeting Types of Campaigns (Search, Shopping) Ads & Extensions
✔ RETARGETING Strategy, players, campaigns, and formats
✔ SOCIAL Strategy, players, campaigns, and formats
✔ AFFILIATION What is it, formats, and remuneration
✔ PROSPECTING Display in the service of performances
✔ TOOLS: Working Tools Google Ads, Bing, Microsoft Editor, Google Editor, Keyword Planner, Excel, Sem Rush, Google Search Console, Meta Libraries.

In this module you’ll work on the creation of a contact plan and the planning of newsletters. We’ll analyse best practices and examples of strategies from leading fashion and luxury brands. You’ll learn how to design effective newsletters for both desktop and mobile devices, you’ll learn about email automation processes such as welcome cycles, data enrichment and automated campaigns, and how to track key email marketing KPIs.

This module offers a unique and exciting opportunity to gain an exclusive, behind-the-scenes look at what it’s like to run a small business in the fashion industry.

Through this case study, you will conduct a SWOT analysis and develop strategic communication approaches. Ultimately, you’ll apply your insights to create marketing messages that align with the brand’s vision, gaining hands-on experience in fashion business strategy.

Learn the essentials of content marketing for Fashion and Luxury, where clarity meets creativity. This module covers key principles behind successful campaigns, including content goals, strategies, and the role of brand personas. You’ll discover how to use data effectively, mastering measurement techniques and practical tools to enhance your content. Real-world ad examples will help you see these strategies brought to life in action..

Learn how to maximise marketing effort on marketplaces, focusing on platforms like Amazon and Zalando that now offer sophisticated ad solutions similar to Google Ads. You’ll learn the strategic importance of marketing on these platforms, how to tailor campaigns for different marketplace partners, and the key tactics for maximising visibility and sales. The session combines theory with real-world examples to show how effective marketplace advertising can elevate your brand and drive growth.