Fashion Marketing (Theory)

Paper Code: 
24FSD123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable students to develop an insight into the fashion market and provide comprehensive knowledge about the marketing mix.

Course Outcomes: 

Courses

Course

Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

 

24FSD123

 

Fashion Marketing (Theory)

CO 13 Interpret clear understanding of the marketing concept and philosophies.

CO 14 Classify the concept of consumer behavior and marketing research.

CO 15 Discuss the characteristics and needs of market segments, targeting and positioning strategies

CO 16 Evaluate the importance of Promotion Distribution Channels and Pricing strategies.

CO 17 Determine concepts and levels of Promotion and Distribution

CO 18 Contribute effectively in course-specific interaction

Approach in teaching Interactive Lectures, Group        Discussions,

Power point

presentations, Video Tutorials, Guest lectures by industry experts, Industry Visits

Learning Activities for the students Self-learning

assignments, Effective questions, presentation and Industry Visits

Assessment task will include Class test on the topics, Semester end examinations, quiz, Visit report, student’s presentations and assignments.

 

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. Kotler, P., Armstrong, G., Agnihotri, P. Y.&Haque, Ehsan ul. (2018). Principles of Marketing, (17thEdition). Prentice Hall.
  2. Kotler, P., Keller, K.L. (2016). Marketing Management, (15th Edition). Prentice Hall,
  3. Easey, M. (2008). Fashion marketing. Blackwell Science Ltd., London.

Suggested Readings:

  1. R.C. Bhatia. (2003). Marketing communication and advertising. Galgotia Publishing Company, New Delhi.
  2. Green, Wood. (2003). Fashion Innovation and Marketing. Macmillan Press Ltd., London.

 

References: 

E-Resources:

  1.  https://440industries.com/market-segmentation-in-the-fashion-industry/
  2.  https://www.futurelearn.com/info/courses/sustainable-fashion/0/steps/13573
  3.  https://resources.pollfish.com/market-research/how-to-conduct-fashion-market-research-like-a-pro/

Reference Journals:

  1.  https://www.emerald.com/insight/publication/issn/1560-6074
  2. https://ojs.cnr.ncsu.edu/index.php/JTATM/issue/archive
Academic Year: 
2024-25
  • Printer-friendly version
  • PDF version