Fashion Marketing (Theory)

Paper Code: 
25FSD123
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: 

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

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.

 

References: 

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.

 

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: 
2025-26
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