Goals:

EPFM is in pursuit of the perfect fit of talents training and market demand, and it aims to transfer the wisdom of international fashion management masters, help students grasp the essence of fashion and aesthetic culture, strengthen comprehensive skills of strategic planning and brand development, improve interpersonal networks of fashion industry at home and abroad, promote enterprise competitiveness and brand influence, and expand personal career development space to the whole world.

Enrolment Targets:

Top executives of market and public relations departments of multinational companies, large corporations and financial institutions, senior staff of fashion companies and studios, design and planning directors of fashion brands and products, senior managers of fashion marketing and communication activities, senior sales managers of fashion products and senior buyers, senior managers of fashion and entertainment media, fashion consultants and trainers, senior managers of fashion brokerage firms, executives or directors of government departments and industry associations, and others who are interested in fashion industry and fashion activities.

Partners: Polimoda Fashion School

Based in Florence in the beautiful Villa Strozzi, Polimoda is recognized as the leading school of Fashion in Italy. Founded in 1986 on the initiative and financing of the City Halls of Florence and Prato and some business associations, in collaboration with the Fashion Institute of Technology of the State University of New York Fashion, Polimoda provides students with a quality professional training - now internationally recognised - in accordance with real industry needs and company demands. Polimoda is a member of the IFFTI (International Foundation of Fashion technology Institutes). After twenty years of development, Polimoda is now one of the top four leading centers of fashion education in the world, as well as Paris Fashion Institute, London College of Fashion and Fashion Institute of Technology of the State University of New York.

Polimoda organizes specialized courses of design, production, commercialization and marketing, with the aim to create a close collaboration between the academic and production worlds, besides providing a constant comparison with the international panorama.

In 2001 alongside the Polimoda campus POLIMODA SRL arises in order to provide high level training, personnel recruitment and consulting services companies that operate in the fashion sector. The Polimoda Srl project is involved with 30 leading fashion companies; from Gucci to Tod's, from La Rinascente to Lineapiù, reaching the French at Sildorex and the Japanese at Shima. The motive for this alliance is to provide the business world with updated and well-specialized people. In return the Polimoda srl shareholders advise the Polimoda Group what to teach, and provide internships on a regular basis and generally support the development of the School.

The Medium of Instruction:

Mainly Chinese, some English lectures are with Chinese translations.

Training Methods:

EPFM courses cover five compulsory parts of strategic fashion marketing, fashion & retail management, innovative fashion product design, innovative fashion development and management and fashion industry management. Training methods include special lectures, case discussions, experience exchanges, issue reports. International fashion management forum, fashion club and fashion party will be available during the training.

Students who complete all the compulsory courses of EPFM are entitled to go to POLIMODA SRL to continue advanced study, and the training methods include special lectures, case discussions, visiting fashion companies, fashion practice, thesis writing and thesis oral defense

Training Fees:

60,000 RMB for compulsory courses of EPFM, 500 RMB for textbooks

Training Duration:

The training duration of EPFM is five months. EPFM offers one part of compulsory courses every month, and lectures are focused on three days (Friday, Saturday and Sunday) of every month.

Certification for Completing Courses:

Students of EPFM who complete all the compulsory courses and meet the requirements will be granted Peking University certification for completing courses.

Students of EPFM are entitled to go to POLIMODA SRL to continue advanced study, and those who complete all the required courses in the required time and meet the requirements will be granted certification of transcript listing courses and grades from POLIMODA SRL, and then those who complete thesis & thesis oral defense and meet the requirements will be entitled to apply for EMFM certification from POLIMODA SRL.

Teachers:

Ye Lang

Professor, PhD supervisor, dean of PKU School of Arts, director of PKU Institute for Cultural Industries, member of the Standing Committee of CPPCC National Committee

Zhang Guoyou

Vice President of Peking University, professor, PhD supervisor of the Guanghua School of Management of Peking University, director of International Management Institute of Peking University. His main research fields are strategic management, international management and growth mechanism of enterprise management.

Ding Ning

Professor, PhD supervisor, vice dean of PKU School of Arts. His main research fields are western art history and cultural studies.

Chen Shaofeng

Professor, PhD supervisor of the philosophy department of Peking University, deputy director of PKU Institute for Cultural Industries, his main research fields are Chinese philosophy, cultural and creative industries, management philosophy and corporate culture.

Huang Guitian

Vice dean of the School of Economics of Peking University. His main research fields are enterprise theory and enterprise reform, macroeconomic analysis and theory & policy of industrial organization.

Jiang Minghua

Professor and PhD supervisor of the Guanghua School of Management of Peking University, and he is engaged in the field of marketing teaching and research. He is supposed to give lectures on marketing management and analysis, marketing case study and brand management and marketing.

Chen Lihua

Associate professor of the Guanghua School of Management of Peking University, vice dean of the PKU Development Strategy Institute of the State High-Tech Developmental Zones, and associate director of the PKU 21st Century VC-Venture Research Center. She is engaged in teaching and research of supply chain and logistics management, service management, high-tech industry management, technology innovation & management and venture capital & venture management.

Benjamin Malhotra

The head of the Fashion Management Department of Polimoda Fashion School, and he is in charge of the Luxury Management and Fashion Merchandising and Management Master programs. He consults for a lot of well-known luxury companies, such as Gianni Versace、Armani、Valentino、Ermenegildo Zegna、Yves Saint Laurent and so on.

Massimo Brandigi

Professor of the Fashion Marketing Department of Polimoda Fashion School, he is engaged in teaching and research of fashion marketing strategy and innovative fashion product design. He consults for well-known luxury companies, such as Prada、Uno a Erre、Chimento and so on..

Paola Maria Russo

Associate Professor of the Fashion Marketing Department of Polimoda Fashion School, he is supposed to give lectures on fashion industry management, fashion retail management, supply chain management of fashion industry, fashion market development and fashion marketing communication. He is the project manager of POLIMODA SRL and the consultant for well-known luxury companies, such as Tod's, Ferrari and so on.

EPFM teaching staff changes may occur or increase. More experienced people from fields of fashion management, fashion marketing, fashion design, fashion entertainment and fashion media will be invited by PKU School of Arts and PKU Institute for Cultural Industries to give lectures for EPFM students.

Part1: Strategic Fashion Marketing (Peking University, 3 Days)

Introducing the latest marketing concepts and marketing strategies of fashion industry; contacting practical problems of fashion marketing through cases analysis; formulating strategies which fit background materials provided by cases.

·Management Foundation of Strategic Fashion Marketing

·Financial Analysis of Fashion Marketing and Management

·Case Analysis and Decision-making of Fashion Marketing

·Opportunity Analysis and Target Market Selection

·From Positioning to Strategy

·How to Promote Market Competitiveness and Core Competitiveness of Fashion

·Development and Utilization of Fashion Market Information

·How to Create a Good Ecological Environment for Fashion Marketing

·How to Promote the Added Value of Fashion Products

·Fashion Marketing Culture

Part 2: Fashion & Retail Management (Peking University, 3 Days)

Comprehensive lectures are given on retail management of fashion industry, including how to formulate and implement retail strategies, product categories, channel design, Retail site selection, price, service, and communication with consumers which are essential factors for the success of fashion retail. In accordance with changing times and the characteristics of fashion industry, lectures will also be involved in changes and new challenges of modern management, such as online retail, the application of new technologies, logistical support & internationalization and relevant legal and ethical issues and so on.

·Fashion Retail Market and Its Marketing Principles

·Fashion Retail Market Positioning

·Fashion & Retail Marketing

·The Customer Management of Fashion Retail

·The Organizational Management of Fashion Retail

·The Network Building and Retail Site Selection of Fashion Retail

·Fashion Display and Visual Marketing Principle

·Expansion Strategy of Fashion Retail

·The Application of New Tools and New Technologies in Fashion Retail

·Relevant Legal and Ethical Issues

Part 3: Innovative Fashion Product Design (Peking University, 3 Days)

In accordance with characteristics of design and research of fashion products, comprehensive lectures are given on basic knowledge, early market research methods and core issues of innovative design.

·Basic Concepts of Fashion and Fashion Products

·Fashion Trend Research

·Research and Management of Consumers

·Innovative Design Process of Fashion Products

·Innovative Design Methods and Techniques of Fashion Products

·Innovative Development Technology of Virtual Fashion Products

·Acquisition and Processing Technology of Innovative Design Knowledge of Fashion Products

·Brand Recognition of Fashion Products

·Overall Fashion Products Marketing: Packaging, Brand and Product, etc.

·Innovative Design Display

Part 4: Innovative Fashion Development and Management (Peking University, 3 Days)

In accordance with characteristics of innovative thinking and innovative management, theories and tools of innovative thinking and rules of innovative management about fashion industry will be systematically introduced through extensive case analysis and thinking training.

·Basic Principles and Rules of Innovative Fashion Management

·Strategies of Innovative Fashion Development and Management

·Tools and Methods of Innovative Fashion Management

·Development and Utilization of Innovative Fashion Resources

·Development and Management of Innovative Fashion Talents

·Building a Long-term Efficient Management Mechanism of Fashion Industry

·Evaluation Mechanism of Innovative Fashion Management

·Staff Participation in Innovative Fashion Management and Innovative Training Program

Part 5: Fashion Industry Management (Peking University, 3 Days)

Core operating and management philosophy of fashion industry will be systematically introduced; the relationship between business strategies and competitive advantages will be discussed; the relationship between fashion industry development and global economic integration process and new technologies ' influence on fashion industry management models will be explored in depth.

·Introduction to Fashion Industry and Fashion Economy

·Fashion Economy

·Fashion Industry's History and Development

·Business Models of Contemporary Fashion Industry

·Business Strategies of Fashion Industry

·The Legal Basis for Fashion Industry

·New Technologies and New Business Models of Fashion Industry

·Fashion Industry and Global Economic Integration

·Development Trend of Fashion Industry

Optional Part of EPFM: The Advanced Study of Italian Fashion Industry (Florence, 18 Days)

Students who complete all the compulsory courses of EPFM are entitled to go to POLIMODA SRL to continue advanced study, and those who complete all the required courses in the required time and meet the requirements will be granted certification of transcript listing courses and grades from POLIMODA SRL, and then those who complete thesis & thesis oral defense and meet the requirements will be entitled to apply for EMFM certification from POLIMODA SRL.

Students are entitled to study in the birthplace of the Renaissance where art museums gather and the manufacturing center for contemporary Italian textiles, fashion industry and luxury products, so as to have direct contacts with international top brands, comprehend management wisdom of fashion masters and explore the mysteries of the success of Italian fashion industry.

Courses:

·Modern Fashion and Fashion Industry    3 days

·Luxury Management                 3 days

·Visual Fashion Marketing             3 days

·Fashion Marketing and Communication  3 days

·Visiting Fashion Companies            3 days

·Fashion Practice                     3 days

Notice:

According to requirements of POLIMODA SRL, EPFM students who would like to have advanced study must have Italian culture and basic Italian training for 40 hours school time before they go to Italy. The medium of instruction in Italy are English with Chinese translations.