MASTER IN MASTER FASHION LUXURY

& BRAND MANAGEMENT FOR HOSPITALITY

Postgraduate Programmes Master’s Programmes Master in Master Fashion Luxury 02
& Brand Management for Hospitality

Brief Descriptive Summary

Over the past 80 years Istituto Marangoni has grown and developed alongside the thriving Italian fashion and design industry.
Over the past 80 years Istituto Marangoni has grown and developed alongside the thriving Italian fashion and design industry.
Through an exciting curriculum aimed to develop practical, creative, and business and management skills which are subject
specific, and relevant to the international fashion industry, Istituto Marangoni Master’s courses prepare students with an elevated
and in-depth knowledge and know-how for a successful professional career at various levels in the fields of Fashion Design, Ac-
cessories and Footwear Design, Fashion Styling, Fashion Business and Communication, Visual and Multimedia Design, Interior
and Product Design, Jewellery Design, Art Management, and Art Curation. There is a strong focus on project-based industry
linked methods of study taught by experienced industry specialists and professional practitioners.

General Information

1. Certification Attained
Istituto Marangoni Diploma. This Course is currently under validation by the Italian Ministry of Education (MUR) for accreditation
as a First Level Master Diploma.

Programme Information

2. Educational & Programme Aims

Educational Aims:
The educational aims are:
• to develop flexible approaches to programme delivery and student support which reflect the needs and expectations of our
students;
• to provide a supportive and inclusive learning environment which will enable success for all learners;
• to encourage the development of students’ intellectual and imaginative powers, creativity, independence, critical self-aware-
ness, imagination and skills that will enhance global employment opportunities on graduation in all programmes;
• to establish a culture of constant improvement in learning, teaching and assessment that is anticipatory, enabling, supportive,
rewarding and fully aligned with the Institutions vision and strategic objectives;
• to provide a learning experience that is informed by research, scholarship, reflective practice and engagement with the indus-
try and the professions.

Programme Aims:
The Master course is designed for students aspiring to executive professional opportunities within Luxury Hospitality. Partici-
pants explore the synergies between fashion, luxury, and hôtellerie, understanding how these industries intersect, collaborate,
and enhance each other.
The students analyse how luxury brands and fashion concepts can enhance hotel branding and service excellence, discovering
the art of creating memorable guest experiences. They learn how to infuse luxury and fashion sensibilities into guest services,
ambiance, and overall brand identity, enhancing customer satisfaction, loyalty, and engagement.
Focusing on strategic marketing, brand strategies and organization skills, the program fosters professionals who can seamlessly
blend fashion, luxury, and hospitality, creating exceptional guest experiences that resonate with brand allure and sophistication.

3. Course Learning Outcomes

Educational Outcomes
On successful completion of their course of study students will be able to:
• apply skills of critical analysis to real situations within a defined range of contexts;
• select and define a research topic and implement a research plan using appropriate methodologies – within their specialist
field of study;
• demonstrate a high degree of professionalism characterised by initiative, creativity, motivation and self management;
• express ideas effectively and communicate information appropriately and accurately using a range of media including ICT;
• critically analyse their results and draw logical conclusions;
• develop working relationships using teamwork and leadership skills, recognising and respecting different perspectives;
• manage their professional development reflecting on progress and taking appropriate action;
• find, evaluate, synthesise and use information from a variety of sources;
• articulate an awareness of the social and community contexts within their disciplinary field;
• exercise initiative and personal responsibility in the work environment;
• continue as a researcher in an academic or commercial setting and have the potential to extend the bounds of knowledge in
their chosen field;
• carry out further independent learning or continuing professional development.
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Programme-Specific Learning Outcomes:

On successful completion of their course of study students will be able to:
• Critically analyse how different fashion, luxury and hospitality organisations manage their brands and market offerings to com-
pete in different market environments;
• Evaluate the interrelationships between branding strategies and corporate, business and functional strategies of the organisation;
• Elaborate systematic and creative solutions to a range of real-world business and brand management problems, taking into
consideration theories, frameworks and practices relevant to luxury, fashion and hospitality;
• Evaluate how current issues including new technologies, the changing role of the consumer and corporate social responsibility
affect the competitive strategies of fashion, luxury and hospitality organisations;
• Critically appraise brand strategy literature in the area of fashion, luxury and hospitality to design and implement a substantial
piece of independent research.

4. Teaching/Learning and Assessment Strategy

Curriculum:
This course provides in-depth knowledge of branding specifically for hôtellerie. In the realm of luxury hospitality, brand manage-
ment plays a pivotal role in shaping the guest experience and maintaining the reputation of high-end establishments. The brand
manager’s role within the hospitality industry is to motivate, create desire, and build trust through various touch points such as
experiential marketing, interior design and several communication tools. Brand managers strategize to foster consumer loyalty,
engagement and advocacy by ensuring consistent quality, personalized experiences, and exceptional service. Experts in luxury
brand management knows exactly where their products and services are positioned, fully understand their role in the market,
and constantly analyse their relationships with customers.
However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organ-
izational management of a luxury hotel. As a result, this course addresses both areas: luxury branding together with business
management and organization skills. Participants learn how to adapt communication, marketing and promotional techniques to
reach strategic and economic goals. They learn how to design marketing campaigns that resonate with the luxury audience,
highlighting exclusivity, uniqueness, and the promise of extraordinary experiences. Moreover, the course prepares students to
stay attuned to industry trends and the evolution of luxury hospitality. A special attention is payed to digital transformation and
corporate responsibility, exploring innovations in technology, sustainability, and guest preferences.

Final Project:
The final project consists in an individual work, linked to the studies undertaken, through which the student will concretely apply
the contents learned during the course to a new or an existing company operating in Luxury Hospitality. The final work, with the
application of primary and secondary research methods, will show evidence of having acquired advanced skills in brand strate-
gy and custormer experience management, as well as originality of thought and visual representation of the project.

Learning and Teaching Methods:

Course teaching methods are mainly based around formal lectures, workshops, seminars and self-directed study and within
this structure a range of approaches to learning and teaching is employed as appropriate to the situation. Industry experienced
specialists and visiting specialist Lecturers (industry professionals) make valuable contributions and facilitate important links to
professional practice.

Self-Directed Study – plays a major role in this programme, where students are expected to spend time researching and analys-
ing subject matter independently to support and substantiate taught material.

Formal Lectures – form an integral part of the programme and with formal delivery of key information to the whole cohort. At this
level it is expected that students will use the lectures as a stimulus for further study/reading.

Seminars – are used to build on themes taken from the lecture programme. Students are encouraged to make an active contri-
bution by sharing in the argument and debate.

Case Studies – are used for detailed discussion of real-life situations.

Demonstrations – are normally of a technical nature and are necessary in certain subject areas.
Studio / Workshop / Laboratory / Practical Sessions – may be used to enable the creative and practical skill development of the
student in an environment which simulates that of industry.

Group and Team Work – requires students to operate as a member of a group or team and they usually have clearly identified
roles. The emphasis is on collective responsibility, individual responsibility to the group and joint decision-making.
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Study Trips – give students the opportunity to go outside the institute’s environment to enhance their understanding of specific
subject material. If assessment is dependent on information collected whilst undertaking the study trip, the trip would be con-
sidered mandatory. The cost of study trips can be either the responsibility of the student or on occasion included in the annual
study fee. If the visit is within the city students pay for public transport.

Assessment:
the assessment strategy for the programme has been designed to incorporate a variety of assessment methods to enable all
students to demonstrate their learning in a fair and comprehensive manner.

Assessment Methods:
Formative assessment is used as an interim review of student work undertaken at key points during the semester. It provides an
indicative measure of progress, allows students to consider their work in relation to that of their peers, allowing students to agree
with staff any adjustments that are necessary to make in order to satisfy course requirements. It is designed to help improve
student performance. It does not contribute to the final mark. Formative assessment always makes reference to the learning
outcomes and or assessment criteria.
Summative assessment provides an evaluation of student progress and learning during an entire semester, generates a final
mark, constructive feedback and confirms the conditions for referral and retake.
Peer and Self-assessment require students to assess their own work and that of fellow students. It encourages:
• a sense of ownership of the process of assessment;
• assists the student to become an autonomous learner;
• helps to develop a range of transferable skills;
• makes assessment part of the learning process rather than an adjunct to it.

Portfolio Assessment is used to assess a variety of projects that have been developed.
Practical and Class Based Projects – allow the students to demonstrate their understanding of a specific subject area and ap-
plication of practical areas of the programme.
Written Reports are required in some study areas, where a clear and structured brief is provided and the students are asked to
submit work to be marked independently and anonymously by staff.
Formal Examinations – will be used in some subjects to permit students to demonstrate their understanding of a subject within
a constrained timeframe.
Presentations are used in some subjects to allow the student to develop their professional communication, presentation skills
and to argue critical reflection and interpret findings.

Avoiding Plagiarism
Plagiarism is defined as stealing another person’s ideas and presenting them as though they were the student’s own. Please
refer to the Student Handbook.

5. Course structure

Semester Disciplinary Field Subjects

I History of Fashion Fashion System History
I Communication Design Communication and Hospitality
I Fashion Marketing Luxury Industry & Marketing Strategies
I Marketing Marketing strategies for Hospitality
I Brand communication Concept Design and Value Creation
I Advertising & Consumer Psychology Consumer Behavior & Brand Communication
I+II Communication Strategy Brand Strategies
II Design Management Business planning and corporate branding for Hospitality
I-II Service Design Innovation & Consumer luxury experience management
II Sociology anthropology and psychology of fashion Socio-cultural trends analysis
II Corporate Organization Digital Trasformation Management
II Dissertation Dissertation
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6. Personal Development Planning

The Personal Development Plan is a structured and supported process to develop the capacity of individuals to reflect on their
own learning and to plan for their personal and educational career development.
All students may participate to receive guidance and where appropriate, set individual development goals. Success in achiev-
ing these goals will be determined through their studies and through extra-curricular activities etc. At the end of the course all
students are given the opportunity to meet with the school placement officer and discuss their future employment possibilities.

7. Career service for three year courses

The purpose of the Istituto Marangoni Career service is to bridge the gap between course completion and entering the world of
work.
Monitoring, guidance and counselling activities are organised throughout the academic year. The careers service organises vari-
ous activities including seminars and round table discussions with fashion professionals, HR managers and head-hunter agencies
on specific topics such as future career paths, personal research methods and job profiles. Individual meetings are also arranged
to assist with CV preparation, revise portfolios and encourage students to talk about their career goals and expectations.

8. Course Specific Admission Requirements

Admission is based on the reasonable expectation that the student will be able to fulfil the objectives of the programme and Ad-
mission is based on the reasonable expectation that the student will be able to fulfil the objectives of the programme and achieve
the standard required for the award.
Admission requirements are listed below.
Candidates must have a sufficient command of the English or the chosen language of the course to be able to meet the require-
ments of the programme in every respect.
When considering the suitability of an applicant for a place on the programme the Admissions team will usually take the following
factors into account:
• three years degree or equivalent;
• the applicant’s qualifications;
• the information given in supporting academic references;
• the applicant’s personal statement;
• a portfolio of work (if appropriate to the subject).

The Admissions Manager coordinates and supports the subject specific Programme Leader and the Director of Education in
dealing with interviews and portfolio assessments (where appropriate).
(Admission requirements are subject to change in order to comply with entry requirement regulations).

9. Programme Leader Responsibilities

They will have responsibility for implementing the strategic direction of the courses within their programme and for co-ordinating
the academic administration necessary for its successful day-to-day operation.
Main Responsibilities:
• chairing the Programme Committee, and arranging for such meetings of the Committee as considered appropriate;
• the efficient operation of the programme as approved by the Institute;
• supporting and encouraging teaching team;
• advise the Programme Committee on its proper responsibility for the continuing development of the programme;
• be empowered to take on behalf of the Programme Committee any reasonable action with respect to the proper functioning
of the programme;
• recommend areas for curriculum development;
• co-ordinate the assessment schedule and ensure that it is communicated to students and the Director of Education;
• liaise with Student Support Officers to ensure that appropriate study support is available;
• recommend the appropriate level of resources required and liaise with the teaching team;
• undertake training and professional development and contribute to the training of others;
• actively participate and organise Peer Support systems;
• monitor & respond to the student voice including regular meetings with the student Rep.;
• monitor course feedback and the student voice;
• organise all areas of assessment procedures, facilitate monitoring, joint marking, internal verification;
• maintaining the quality of academic standards by supporting the rules and regulations concerning exam procedures and con-
duct of the student and teaching team.
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10. Student Support Strategy

Istituto Marangoni administers policies to enhance the student experience, in an academic, practical and pastoral way:
• Programme Leaders / Directors of Education: the first point of call to acquaint students with regulations and issues arising on
the programme;
• Student Support Officers for student referral where appropriate;
• programme and student handbooks;
• induction programmes for facilities including: Library, IT, online resources (where available), school facilities and media ser-
vices;
• student group representatives (student voice).

Student Support Officers

A dedicated Student Support Officer is available for all students on the programme.
For academic counselling, Student Support Officers will liaise with tutors and programme leaders to offer practical advice to
resolve specific academic difficulties.
A written record of these tutorials will be kept in the student’s file for reference and to assist in the monitoring of student progress.
For matters of pastoral care the Student Support Officers will help in:
• finding their way around;
• managing their time;
• getting the best from their course;
• understanding and applying the school’s rules;
• anything else the officers can advise on.

One-to-one appointments may be made by phone, through the receptionists or by email. Where possible students can expect
to be seen almost immediately, or contacted to arrange a suitable time.

11. Student Evaluation

Student feedback is essential to the programme development and student comments are used to
enhance both the successful management of the programme and the teaching/learning strategies.
Istituto Marangoni gathers student opinion in a variety of ways, which may include the following:
• informal contact with Programme Leader and subject Tutors, and through appointments with academic staff;
• Subject-specific evaluation and examinations;
• end of academic year online questionnaires where students will be invited to reflect on their overall experience in their school.
• Programme Committee.

Istituto Marangoni would prefer that on most occasions students be identified when giving constructive feedback on the course and
teaching methods. There might be occasions when it is not appropriate and Istituto Marangoni recognizes this exception. In these
instances, programme teams and central support services will ensure that anonymity and confidentiality is respected.
In order to ‘close the feedback loop’ and to communicate any improvements resulting from student participation at least once every
academic year, programme teams relate back to students the actions taken in response to student views.
Students will be asked to respond to a series of questions, for example, if they were clear about what they were meant to be
learning on the course, if the teaching had helped them learn effectively and if they have developed new or existing skills. The
data will be analysed and the Academic staff will be required to comment on:
• key strengths and issues arising from student performance;
• key strengths and issues arising from student feedback;
• actions and improvements for the next academic year.