FASHION MARKETING

Paper Code: 
MFT-123
Credits: 
4
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

Unit I: 
Marketing -An Introduction
  • Meaning and Definition, Selling vs. Marketing
  • Nature and Scope of Marketing
  • Core Marketing Concepts, Marketing Philosophies, Marketing-Mix
  • Marketing Environment Analysis, Marketing Management Tasks
Unit II: 
Marketing Research and Segmentation

 

  • Marketing Research Process, Importance and Application
  • Understanding Consumer market trend, Overview of research design

Segmenting, Targeting, Positioning

  • Level and Basis of Market Segmentation
  • Selecting Market Segments and Targeting

Developing Value Proposition and Positioning Strategy

  • Product Life-Cycle Marketing Strategies
  • Corporate & business strategy

 

  • Product – Concepts, levels of product, product life cycle, New product development process, Product line & Mix Decisions

       Pricing – Pricing objectives, Pricing methods and policies, factors influencing pricing.

  • Promotion: Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing.
  • Channels of distribution– Levels of distribution channels , factors influencing selection of distribution channels,
  • Physical Distribution: Functional areas of physical distribution, logistics decisions.   
Essential Readings: 

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

          2003.

  1. Kotler, P. Principles of Marketing, Prentice Hall, 2003.
References: 

1.   Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.

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

      1998.

Academic Year: 
2014-15
  • Printer-friendly version
  • PDF version