Fashion Marketing (Practical)

Paper Code: 
25CFSD 404
Credits: 
4
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

1.     Explore and analyze fashion products, consumers, marketplace, and application of basic marketing tools to evaluate the strategies of contemporary fashion companies.

2.     Familiarize with the concept and process of market research and their application in appropriate situation in fashion industry.

3.     Develop the skills for report writing and interpretation using different marketing research tools.

Course Outcomes: 

Course

 Course outcomes

(at course level)

Learning and teaching strategies

Assessment 

Strategies

COURSE CODE

Course Title 

 

25CFSD 404

 

 

Fashion Marketing (Practical)

 

CO.91 Develop a visual presentation based on the Marketing Concept.

CO.92 Compile comprehensive practical record and submission related to fashion marketing and cultivate verbal communication skills to converse effectively with examiners.

CO.93 Contribute effectively course-specific interaction

Approach in teaching: Interactive Lectures, Discussion, Informative videos

 

Learning activities for the students: Report writing, Self-learning assignments, and visual presentation

Assessment tasks will include Class Test on the topics, Semester end examinations, Student presentations

 

CONTENTS

Exploration and analysis of fashion products, consumers and marketplace, Application of basic marketing tools to evaluate the strategies of fashion companies

·  Choose any one apparel brand and prepare a report using primary data the following:

  • Product Line
  • Market Segmentation
  • Promotion Tools

(30 Hours)

 
  • Steps to be undertaken for marketing project                                           

·       Identify outlets  

·       Collect data through Survey (Questionnaire/ Interview schedule/ Observation)

·       Prepare a Report and power point presentation

(60 Hours)

 

Essential Readings: 

·       Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.

·       Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.

·       Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.

·       Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.

·       Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.

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

References: 

 

Suggested Readings:

·       Costantino. Maria (1998), Fashion Marketing and PR, Fashion files, Batsford Ltd., Londo.

·       Posner (2011), Marketing Fashion, lavrence K. London 

·       Donnellan John (1999), Merchandise buying & management, Fairchild publication, New York. 

·       Krishnakumar, M. (2010), Apparel Merchandising: An integrated approach, Abhishek publication, Chandigarh.

·       R.C. Bhatia (2003), Marketing communication and advertising, Galgotia Publishing Company, New Delhi.

 

E-Resources:

·       https://www.youtube.com/watch?v=fzeWksFm84A

·       http://htbiblio.yolasite.com/resources/Fashion%20Marketing.pdf

·       https://www.researchgate.net/publication/339176318_Young_Consumers'_Fashion_Brand_Preferences_An_Investigation_among_Students_in_Romania

Journals:

 

 

 

Examination Scheme

Continuous Assessment

Semester End Exam

Student Teacher Interaction

10

CA Test

Report

40

Report

10

Presentation

15

Viva Voce

5

Viva Voce

15

Total

30

Total

70

 

Academic Year: 
2025-26
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