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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: 
CFSD 401
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1. To develop an insight into the fashion market

2. To provide comprehensive knowledge about marketing mix

 

12.00
Unit I: 
Introduction to marketing
  • Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.
  • Introduction, development of fashion market, fashion market environment and trends in marketing environment.
  • Market research: Understanding Consumer market trend, Overview of market research process and research design

 

12.00
Unit II: 
Introduction to Product
  • Product Decision
  • Concept of product, clarification of product development,
  • Product positioning, segmentation and targeting
  • Product line and product mix
  • Branding, packaging and labeling     
12.00
Unit III: 
Introduction to Pricing
  • Price decision
  • Factor affecting price determination
  • Price policies and strategies  
12.00
Unit IV: 
Physical Distribution
  • Distribution channels and physical distribution decision
  • Nature and function of distribution channels
  • Channel management decisions
  • Retailing and whole selling

                                                          

12.00
Unit V: 
Promotion decision
  • Promotion decision
  • 4Ps of Promotion mix
  • Advertising
  • Personal selling

 

Essential Readings: 
  1. Easey, Mike, Fashion Marketing, Blackwell Science Ltd, London 1995.
  2. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall,  New Delhi 1998.
  3. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  4. Stone, Elanie & Samples, Jean. A., Fashion Merchandising, McGraw Hill, New York.1985.
  5. Stephens, Frings Gini, Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey, 2008.
  6. Green, Wood, Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
References: 
  1. Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.
  2. Posner, Marketing Fashion, lavrence K. London 2011
  3. Donnellan, John, Merchandise buying & management, Fairchild publication, New York, 1999.
  4. Krishnakumar, M., Apparel Merchandising: An integrated approach, Abhishek publication,  Chandigarh, 2010.
  5. R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year: 
2018-19
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