Coming soon
Fashion Marketing (Theory)
This course will enable the students to analyzing fashion market trends is crucial for staying ahead in the industry. Understanding the marketing mix concept provides a strong foundation for effective strategies. Familiarizing oneself with the marketing process helps bridge the gap between theory and real-world application. Exploring the domestic fashion marketing and retail sector offers valuable insights into local consumer behavior and preferences.
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Course |
Course outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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COURSE CODE |
Course Title |
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24CFSD401 |
Fashion Marketing (Theory) |
CO.117 Relate the concept and process of Market Research and its application in the fashion industry. CO.118 Utilize and apply, concept related to product in marketing. CO.119 Recognize the functions and application of price in the fashion merchandise. CO.120 Interpret the process of physical distribution in the fashion industry. CO.121 Develop fashion promotion strategies in real industry situations CO.122 Contribute effectively course-specific interaction |
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
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● 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
- Product Decision
- Concept of product, clarification of product development,
- Product positioning, segmentation and targeting
- Product line and product mix
- Branding, packaging and labeling
- Price decision
- Factor affecting price determination
- Price policies and strategies
- Distribution channels and physical distribution decision
- Nature and function of distribution channels
- Channel management decisions
- Retailing and whole selling
- 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.
Suggested Readings:
- 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.
