Fashion Marketing (Theory)

Paper Code: 
FSD 331
Credits: 
02
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 
  1. To develop an insight into the fashion market
  2. To provide comprehensive knowledge about marketing in fashion industry

Course Outcomes (COs):

 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

 

FSD 331

Fashion Marketing

 

CO1Explain the concept of  marketing process and marketing environment

CO2 Develop  an understanding of marketing mix

CO3 Recognize the functions and application of pricing the fashion merchandise

CO4 Explain the process of physical distribution in fashion industry

CO5 Develop fashion promotion strategies in real industry situation

Approach in teaching:

Interactive Lectures,  Power point presentation, Group discussion and survey exercises  ,  Tutorials

Learning activities for the students:

Self-learning assignments, Effective questions, Topic presentation, Giving tasks

Class test, Quiz, Students presentation, Market visit report ,Group discussion and report writing, Semester End Examinations

 

 

 

6.00
Unit I: 
Marketing in Apparel Industry
  • Introduction to marketing, overview of marketing process and marketing in modern economy
  • Fashion marketing and marketing environment: Introduction, development of fashion market, fashion market environment and trends in marketing environment

 

6.00
Unit II: 
Product
  • Concept of product and clarification of product developmen
  • Product positioning
  • Product line and product mix
  • Branding, packing and labelling              
6.00
Unit III: 
Price
  • Factor affecting price determination
  • Pricing policies and strategies     

 

6.00
Unit IV: 
Distribution channels and physical distribution
  • Nature and function of distribution channels
  • Channel management decisions
  • Retailing and whole selling

 

6.00
Unit V: 
Promotion
  • Promotion mix
  • Advertising
  • Personal selling

 

Essential Readings: 
  1. Green W.,(2003)Fashion innovation and marketing, London, Macmillan Press Ltd.
  2. Easey, M.,(1995)Fashion marketing, London,BlackWell Sciences Ltd.
  3. Costantino, M.,(1998)Fashion marketing and pr, fashion files, London, Batsford Ltd.

 

Academic Year: