Coming soon
Fashion Marketing (Project)
This course will enable the students to -
1. Explore and analyze fashion products, consumers and 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 (COs):
|
Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
|
COURSE CODE |
Course Title |
|||
|
CFSD 402
|
Fashion Marketing (Project)
|
The Students will be able to:
CO.152 Examine the concept of fashion marketing with reference to various brands. CO.153 Apply emerging trends in fashion retailing. CO.154 Evaluate the strategies of fashion companies CO.155 Find the information and techniques for production and marketing of apparels CO.156 Analyze the strategies for successful implementation of ideas. CO.157 Design the questionnaire or interview schedule for collection of data. |
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
|
Course Content
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 on the following:
o Product Line
o Product lifecycle
o Target Market: Customers and their behavior
o Market Segmentation
o Pricing Strategies
o Distribution Channels
o Promotion Tools
● Steps to be undertaken for marketing project
o Identify outlets
o Collect data through Survey (Questionnaire/ Interviewschedule)
o Conduct research on the products to gather details as per the requirement of the project.
Examination Scheme
|
Continuous Assessment |
Semester End Exam |
||
|
Component |
Marks |
Component |
Marks |
|
Student Teacher Interaction |
10 |
Report |
40 |
|
Presentation |
15 |
||
|
CA Test |
Viva Voce |
15 |
|
|
Report |
10 |
||
|
Presentation |
5 |
||
|
VivaVoce |
5 |
||
|
Total |
30 |
Total |
70 |
● 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.
● 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.
