Coolhunting trend analizlerini anlatan 90'larda ortaya çıkmış bir terim. Genellikle Moda, Tasarım, Teknoloji ve Gastronomi alanlarında kullanılıyor. Rekabetin daha ilerisinde olmak isteyen firmalar tarafından trend analizleri önemli bir araç olarak kullanılıyor. Bu kursun amacı katılımcılara gelecek trendlerin nasıl belirlendiğini ve önceden hangi araçları kullanarak ön görülebileceğini sınıf içi ve sınıf dışı aktivitelerle öğretmektedir.
Bu programın sınıf dışı aktiviteleri uluslararası Bread &Butter moda fuarında yapılmaktadır. Her öğrenci bu fuara katılarak marka, tüketici davranışı ve trend araştırmaları üzerine bir proje hazırlayacaklardır.
Bread & Butter fuarı hakkında ayrıntılı bilgi için lütfen tıklayınız.
Süre: 4 hafta
Dil: İngilizce
Yer: Barselona
Tarih: 5 - 30 Temmuz 2010
Ücret:
Okul: 2400 EU
Konaklama: 1000 EU
Tam Paket: 3400 EU
Ders Programı
1. INTRODUCTION
1.1.- Concepts:
Cool. Coolsearching.
1.2.- The value of Cool hunting and the Cool hunter (Breaking, experimentation, personalization)
1.3.- Key items:
- Investigation Design
- Obtaining the information and quality control
- Information analysis and results interpretation
1.4.- Briefing of the Project
2.- COOL HUNTER ENVIRONMENT
2.1.- Marketing
- Basic concepts
- Marketing Plan
- Couple Market-Product Communication
- Communication methods
- New Communication Media
- Creativity and Strategy Branding
- Briefing
- Brand Placement and Brand Image
- Real facts: Harley Davidson,,Nike and Jordan, Haagen Dazs, Honda,…
- Differences between brand and product. “Products are made in factories, brands, in minds” Walter Candor
2.2.- Market Analysis
- Introduction
- Investigation general sight
- How can investigation help to advertising market creation
- Consumer analysis
2.3.- Consumption Psychology
- Introduction to consumer psychology
- Setting the motivations, attitudes, perception and learning
- Consumer personality and life style
- Groups psychology and culture
- Sociological trends
2.4.- Cool hunters centres
- Structure and procedure
- Clients
- Services
2.5.- Urban Movements s.XXI.
3.- STREET-TRENDS
3.1.- Emergent Urban Tribes.
3.1.a.-Innovative, connector and mainstream
3.2.- The connection between different fields
- Globalization and Location
- Stylists, curators, artists (new contemporary trends), fairs,
showrooms, grafitti phenomenon, Hip-Hop, massive media: Internet (blogs, Youtube, flirck,…), PP RR’s…
3.3.- Social and cultural movements and new technologies:
3.3.a.- The trend and its influence
- Modern technology gives power to consumer
- Internet: Virtual is cause and the the effect to interactivity
BRIEFING (Project)
Outdoor:This work will be realised out of the centre, and apart from the lessons of the program.
- Study and analysis: Current market situation.
a) Searching and obtaining relevant data
- Consumer psychological study
a) Needs detection and results analysis
- Streethunting
- Report development and presentation (overseen by the coolhunter/coordinator)
Indoor:- In the Lab: Brainstorming Ideas account, filtration and selected target adaptation.(overseen by the creative/coordinato)
1.1.- Concepts:
Cool. Coolsearching.
1.2.- The value of Cool hunting and the Cool hunter (Breaking, experimentation, personalization)
1.3.- Key items:
- Investigation Design
- Obtaining the information and quality control
- Information analysis and results interpretation
1.4.- Briefing of the Project
2.- COOL HUNTER ENVIRONMENT
2.1.- Marketing
- Basic concepts
- Marketing Plan
- Couple Market-Product Communication
- Communication methods
- New Communication Media
- Creativity and Strategy Branding
- Briefing
- Brand Placement and Brand Image
- Real facts: Harley Davidson,,Nike and Jordan, Haagen Dazs, Honda,…
- Differences between brand and product. “Products are made in factories, brands, in minds” Walter Candor
2.2.- Market Analysis
- Introduction
- Investigation general sight
- How can investigation help to advertising market creation
- Consumer analysis
2.3.- Consumption Psychology
- Introduction to consumer psychology
- Setting the motivations, attitudes, perception and learning
- Consumer personality and life style
- Groups psychology and culture
- Sociological trends
2.4.- Cool hunters centres
- Structure and procedure
- Clients
- Services
2.5.- Urban Movements s.XXI.
3.- STREET-TRENDS
3.1.- Emergent Urban Tribes.
3.1.a.-Innovative, connector and mainstream
3.2.- The connection between different fields
- Globalization and Location
- Stylists, curators, artists (new contemporary trends), fairs,
showrooms, grafitti phenomenon, Hip-Hop, massive media: Internet (blogs, Youtube, flirck,…), PP RR’s…
3.3.- Social and cultural movements and new technologies:
3.3.a.- The trend and its influence
- Modern technology gives power to consumer
- Internet: Virtual is cause and the the effect to interactivity
BRIEFING (Project)
Outdoor:This work will be realised out of the centre, and apart from the lessons of the program.
- Study and analysis: Current market situation.
a) Searching and obtaining relevant data
- Consumer psychological study
a) Needs detection and results analysis
- Streethunting
- Report development and presentation (overseen by the coolhunter/coordinator)
Indoor:- In the Lab: Brainstorming Ideas account, filtration and selected target adaptation.(overseen by the creative/coordinato)
Tam Paket Eğitim, tercüme, konaklama hizmetleri ve şirket ziyaretlerini içerir.
Konaklama:Öğrenciler şehir içinde bulunan apart otellerde konaklayacaklardır. Odalar çift kişiliktir ,iki yatak, banyo, mutfak ve havalandırma mevcuttur.Tek kişi kalma talepleri erken kayıtlarda ekstra ödeme ile karşılanabilir.
Kayıt işlemleri : Firenze Eğitim Danışmanlığı tarafından ücretsiz olarak takip edilir.
Son Kayıt Tarihi: Tavsiye edilen son kayıt tarihi Nisan sonudur. Programda yer olması durumunda daha ileri ki tarihlerde de kayıt alınabilir.
Ödeme: Ödemeler, başvurumuz okul tarafından kabul edildikten sonraki 5 iş günü içinde yapılır.
Vize işlemleri için lütfen Firenze Eğitim Danışmanlığından bilgi alınız.
Başvuru: Firenze Eğitim Danışmanlık
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Şaşkınbakkal - İstanbul
tel 216 3022455 fax 216 3025448
e-mail: firenze@firenze.com.tr
http://www.firenze.com.tr/
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