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IIS University

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It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Admissions

It is a University which is committed to excellence and overall development of the student and one where talent is nurtured and honed in the best possible manner. Come, be a part of our never-ending journey of accomplishments and accolades.

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Placements

Excellent education not only imparts knowledge, but also paves the way for a promising and successful career. The Placement Cell at The IIS University has numerous success stories to narrate in this regard...

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Life@IIS Univ

Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with vibrant events and memorable occasions to cherish for a lifetime.

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Academics

Taking the age-old tradition of enlightenment through education forward, The IIS University - in its continuous pursuit of excellence - firmly believes that an institution’s academic profile determines its worth and value. Therefore, on offer are a wide variety of both conventional and contemporary programmes of study.

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Research

To stimulate curiosity and cater to the global needs of a dynamic education, The IIS University - since inception - has been promoting and encouraging research-based experiential learning among all its students.

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About Us

The IIS University, with its perfect amalgamation of innovation, inspiration and synergy, aims to be a model institution for students across disciplines and programmes.

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IIS Univ
  • Admissions

    It is a University which is committed to excellence and overall development of the student...

  • Placements

    Excellent education not only imparts knowledge, but also paves the way for...

  • Life@IIS Univ

    Life @ IISU is nothing less than a kaleidoscope of myriad hues; complete with...

  • Academics

    Taking the age-old tradition of enlightenment through education forward,...

  • Research

    To stimulate curiosity and cater to the global needs of a dynamic education,...

  • About Us

    The IIS University, with its perfect amalgamation of innovation, inspiration...

IIS (Deemed to be University)

Gurukul Marg, SFS, Mansarovar, Jaipur 302020, (Raj.) India

Phone:- +91-141-2400160-61, 2397906-07,

Fax: 2395494,2781158, Toll Free No.: 1800 180 7750

FASHION MARKETING (THEORY) | Fashion & Textiles

FASHION MARKETING (THEORY)

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Paper Code: 
FSD-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.

 

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. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  2. 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.
  3. R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year: 
2018-19
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