FASHION MARKETING

Paper Code: 
FSD 123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. To develop an insight into the fashion market among the students.
  2. 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: 
  • Kotler, P., Armstrong, G., Agnihotri, P. Y.& Haque, Ehsan ul. (2018). Principles of Marketing, (17thEdition). Prentice Hall.
  • Kotler, P., Keller, K.L. (2016). Marketing Management, (15th Edition). Prentice Hall,
  • Easey, M. (2008). Fashion marketing.  Blackwell Science Ltd., London.
  • Costantino, Maria. (1998). Fashion Marketing and PR (Fashion files). Batsford Ltd., London.
  • R.C. Bhatia. (2003). Marketing communication and advertising. Galgotia Publishing Company, New Delhi.
  • Green, Wood. (2003). Fashion Innovation and Marketing. Macmillan Press Ltd., London.
Academic Year: 
2020-21
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