Fashion Marketing (Theory)

Paper Code: 
CFSD 401
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Understand and analyze fashion market trends.
  2. Provide comprehensive knowledge about the concept of marketing mix.
  3. Acquaint with marketing process so that they can correlate theory with practical aspect of marketing.
  4. Introduce aspect of domestic fashion marketing & retail sector.

 

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

CFSD 401

Fashion Marketing (Theory)

The Students will be able to:

 

  1. Relate the concept and process of Market Research and its application in the fashion industry.
  2. Utilize and apply, one of the major components of the marketing mix.
  3. Recognize the functions and application of price in the fashion merchandise.
  4. Interpret the process of physical distribution in the fashion industry.
  5. Develop fashion promotion strategies in real industry situations.
  6. Describe the apparel market and environment.
  7. Interpret the importance of apparel advertising and its departments.

Approach in teaching: Interactive Lectures, Discussion, Power Point Presentations, Informative videos

Learning activities for the students: Self-learning assignments, Effective questions, presentations, Field trips

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

 

 

 

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: 
  • Easey, Mike (1995), Fashion Marketing, Blackwell Science Ltd, London.
  • Kotler,P. (1998),  Marketing Management: Analysis, Planning, Implementation and Control (9th Ed), Prentice Hall,  New Delhi.
  • Donnellan John (1999), Merchandise buying & management, Fairchild publication, New York.
  • Stone, Elanie & Samples, Jean. A (1990), Fashion Merchandising, McGraw Hill, New York.
  • Stephens, Frings Gini (2008), Fashion Concept to Consumer, 3rd ed., Prentice Hall International, New Jersey.
  • Green Wood (2003), Fashion Innovation and Marketing, Macmillan Press Ltd. London.
  • Costantino, Maria (1998), Fashion Marketing and PR, Fashion files, Batsford Ltd., London,.
  • Posner (2011), Marketing Fashion, lavrence K. London.
  • Krishnakumar, M. (2010), Apparel Merchandising: An integrated approach, Abhishek publication,  Chandigarh.
  • R.C. Bhatia (2003), Marketing communication and advertising, Galgotia Publishing Company, New Delhi.

 

Academic Year: 
2020-21
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