FASHION MARKETING

Paper Code: 
FSD-123
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To develop an insight into the fashion market among the students.
  • To provide comprehensive knowledge about marketing mix.Course Outcomes (COs):

    Courses

    Learning outcomes (at course level)

    Learning and teaching strategies

    Assessment Strategies

    Paper Code

    Paper Title

    FSD-123

     

     

    Fashion Marketing (Theory)

     

     

    The students will be able to –

    CO 10 Demonstrate clear understanding of the marketing concept

    CO 11 Comprehend the concept of consumer behavior and marketing research.

    CO 12 Describe the characteristics and purpose of market segments

    CO 13 Comprehend product marketing decisions based on product life cycle

    CO 14 Analyze Promotion and Distribution Channels

    CO 15 Apply 4Ps to effectively enhance marketing of products

    Approach in teaching

    Interactive Lectures, Group Discussions, Power point presentations, Video Tutorials, Guest lectures by industry experts, Industry Visits

     

    Learning Activities for the students

    Self-learning assignments, Effective questions, presentation and Industry Visits

    Assessment task will include Class test on the topics, Semester end examinations, quiz, Visit report, student’s presentations and assignments.

     

     

     

     

     

12.00
Unit I: 
Marketing
  • Meaning and Definition, Selling vs. Marketing
  • Nature and Scope of Marketing
  • Core Marketing Concepts, Marketing Philosophies, Marketing-Mix
  • Marketing Environment Analysis, Marketing Management Tasks
12.00
Unit II: 
Marketing Research
  • Marketing Research Process
  • Importance and Application
  • Understanding Consumer market trend
  • Overview of research design
12.00
Unit III: 
Segmenting, Targeting, Positioning Strategies
  • Level and Basis of Market Segmentation
  • Selecting Market Segments and Targeting
  • Product Life-Cycle Marketing Strategies
  • Corporate & business strategy
12.00
Unit IV: 
Product & Pricing
  • Concepts, levels of product, product life cycle, New product development process, Product line & Mix Decisions
  • Pricing objectives, Pricing methods and policies, factors influencing pricing.          
12.00
Unit V: 
Promotion & Distribution Channel
  • Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing
  • Levels of distribution channels , factors influencing selection of distribution channels
  • Functional areas of physical distribution, logistics decisions
Essential Readings: 
  1. Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
  2. Kotler, P. Principles of Marketing, Prentice Hall, 2003
  3. Kotler, P., Keller, K.L., Marketing Management, Prentice Hall, 2012
References: 

1.   Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.

2.   R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.

3.   Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.

Academic Year: 
2019-20
  • Printer-friendly version
  • PDF version