Surviving the Course课程生存指南

Course Syllabus 课程大纲

The course is made up of five separate modules:
本课程由五个独立模块组成：

Module 1: What is fashion? What is luxury? Defining complex competitive systems and business logics.
模块 1：什么是时尚？什么是奢侈品？定义复杂的竞争体系和商业逻辑。

Module 2: The evolution of business models: from designers to fast fashion retailers.
模块 2：商业模式的发展演变：从设计师品牌到快时尚零售商。

**Module 3: **Stylistic identity and the product development process: the role of heritage, stylistic codes and icon products in defining the seasonal collection. Relations between the product and the brand strategy.
模块 3：风格身份与产品开发流程：传统、风格代码和标志性产品在定义季节性系列中的作用。产品与品牌战略之间的关系。

Module 4: Image identity and the communication process: key activities, decision makers, the challenge of creating digital contents for fashion and luxury brands.
模块 4：形象身份与沟通流程：关键活动、决策者、为时尚和奢侈品品牌创建数字内容的挑战。

Module 5: Retail identity and retail management: the customer’s experience within a mix of channels. The future of fashion e-tailing.
模块 5：零售身份与零售管理：多渠道混合中的顾客体验。时尚电子商务的未来。

Course Material 课程材料

The course will be composed of Video Lectures and Slides split into five sections (MODULES). Other than then main topics, each of the five modules may include video lectures on some additional topics that are as important as the main videos themselves. We will also provide various case studies and guest interviews; all of which will be important for a complete understanding of the course contents.
课程将由视频讲座和幻灯片组成，分为五个部分（模块）。除了主要议题外，每个模块还可能包括一些与主要视频同等重要的附加主题的视频讲座。我们还将提供各种案例研究和嘉宾访谈；所有这些都将对完整理解课程内容至关重要。

We have also created some Pinterest Boards where you can find pictures and examples that refer to points covered in the five modules. They can potentially aid you in your understanding of the material. You will find the corresponding link at the beginning of each module and inside the slides themselves.
我们同时创建了一些 Pinterest 版块，你可以在其中找到与五个模块涵盖内容相关的图片和示例。它们有可能帮助你理解材料。你将在每个模块的开头以及幻灯片中找到相应的链接。

The course is composed of three elements that must be covered to successfully complete the course (these elements constitute the material addressed by course quizzes):
课程由三个必须掌握的元素组成，以成功完成课程（这些元素构成课程测验所涉及的内容）：

1. Video Lectures  1. 视频讲座

Each module has about an hour of video lectures divided in: main topics, additional topics, case studies and guest interviews. Some videos may contain in-video polls (to collect your ideas and opinions on specific topics to see what a highly international audience has to say) or in-video quizzes to test your understanding. In-video quizzes are not part of the final grade, they only serve as self-assessments.
每个模块包含约一小时的视频讲座，分为：主要议题、附加议题、案例研究和嘉宾访谈。部分视频可能包含视频内投票（收集您对特定议题的想法和意见，以了解高度国际化的观众有何看法）或视频内测验来测试您的理解。视频内测验不计入最终成绩，仅作为自我评估。

2. Guest Interviews and Case Studies
2. 嘉宾访谈和案例研究

In most of the modules you will find interviews to companies representatives and/or case studies discussing some interesting examples of companies operating in the fashion and luxury industry.
在大多数模块中，您将找到对公司代表的访谈和/或案例研究，讨论时尚和奢侈品行业运营的一些有趣案例。

3. Slides  3. 幻灯片

Each module comes with a complete set of slides that are part of the study material (you can download them at the beginning of each module). Slides, and links provided in the slides contribute to complete your understanding of the topics.
每个模块都附带一套完整的幻灯片，这些幻灯片是学习资料的一部分（您可以在每个模块开始时下载它们）。幻灯片以及幻灯片中提供的链接有助于您全面理解主题。

Interaction 互动

We think that a community of people interested in fashion and luxury will benefit from interaction, and from sharing their personal experiences; this is why Discussion forums are so important. Please feel free to use them as much as you want, our team will keep a constant eye on them, and your peers will certainly help you out and stimulate discussions
我们认为，对时尚和奢侈品感兴趣的人们可以通过互动和分享个人经验来受益；这就是为什么讨论区如此重要的原因。请随意使用它们，我们的团队将密切关注，您的同行也一定会帮助您并激发讨论。

Grading Information and Rules 评分信息和规则

The course will have three graded elements, two cumulative quizzes (week 1+2+3 & week 4+5) and a final test in which you will be asked to apply your knowledge gained from the whole course on a particular case study. Each quiz accounts for 40% of your grade and the final test 20% (40% + 40% + 20% = 100%).
课程将包含三个评分要素：两次累积测验（第 1-3 周和第 4-5 周）以及一次期末考试，在期末考试中，你需要运用整个课程所学知识对特定案例研究进行应用。每次测验占成绩的 40%，期末考试占 20%（40% + 40% + 20% = 100%）。

For each quiz you have 3 attempts every 8 hours with no penalties.
每次测验你有 3 次尝试机会，每 8 小时一次，无惩罚。

**NOTE: **quizzes are based on: main content, additional topics, case studies, interviews, as well as slides. So make sure you watch all videos and read the slides before taking the quizzes!
注意：测验基于以下内容：主要内容、附加主题、案例研究、访谈以及幻灯片。因此，在参加测验前，请确保观看所有视频并阅读幻灯片！

Course Certificate 课程证书

To be awarded the course Certificate you have to pass all the assessment tasks. You will not receive a certificate unless you have opted for the verified track. If at any point you decide to register for the verified track even after having taken the quizzes, you will be required to retake them under the verification process.
要获得课程证书，你必须通过所有评估任务。除非你选择了验证通道，否则你将不会获得证书。如果你在参加测验后决定注册验证通道，你将需要在验证过程中重新参加这些测验。

Keep in mind that the course Certificate does not confer credit or degree or affirm that participants were enrolled as students at Bocconi University or at SDA Bocconi.
请记住，课程证书不授予学分或学位，也不证实参与者曾作为学生就读于博科尼大学或 SDA 博科尼。

Some Additional Rules of the Game 游戏的额外规则

We are all really available and happy to help and connect with you, but be aware that both instructors and TAs will not answer or take into consideration the following topics on the forums:
我们都非常乐意帮助你并与你建立联系，但请注意，讲师和助教都不会在论坛上回答或考虑以下主题：

• Questions on career development paths
  职业发展路径的问题
• Contacting companies  联系公司
• Personal information  个人信息
• Consulting requests  咨询请求
• Endorsements on/for social networks
  社交媒体上的推荐/为社交媒体推荐
• Reference letters  推荐信

The same applies for private messages and e-mails. Unfortunately it's not possible for us to reply to individual questions and requests; that's what the forums are for (where we will try to be as active as possible). So utilize them to their fullest them and avoid private emails that risk of being ignored! Furthermore you must understand that this, being and on demand course, will not have the professors super active responding to questions. They will occasionally interviene when given the opportunity but the backbone of your support should come from each other: The great community you guys make!
私人消息和电子邮件也适用。遗憾的是，我们无法回复个别问题和请求；这正是论坛的作用（我们将尽可能活跃地参与其中）。因此，请充分利用它们，避免发送可能被忽视的私人电子邮件！此外，你必须明白，作为一门按需课程，教授不会超级活跃地回答问题。他们会在有机会时偶尔介入，但你的支持主要应来自彼此：你们共同创造的伟大社区！