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FASHION MARKETING (THEORY)
Paper Code:
MFT-123
Credits:
04
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
To develop an insight into the fashion market among the students
To provide comprehensive knowledge about marketing mix
12.00
Marketing -An Introduction
- 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
Marketing Research and Segmentation
- Marketing Research Process, Importance and Application
- Understanding Consumer market trend, Overview of research design
12.00
Segmenting, Targeting, Positioning
- Level and Basis of Market Segmentation
- Selecting Market Segments and Targeting
Developing Value Proposition and Positioning Strategy
- Product Life-Cycle Marketing Strategies
- Corporate & business strategy
12.00
- Product – Concepts, levels of product, product life cycle, New product development process, Product line & Mix Decisions
- Pricing – Pricing objectives, Pricing methods and policies, factors influencing pricing.
12.00
- Promotion: Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing.
- Channels of distribution– Levels of distribution channels , factors influencing selection of distribution channels,
- Physical Distribution: Functional areas of physical distribution, logistics decisions.
Essential Readings:
1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
- Kotler, P. Principles of Marketing, Prentice Hall, 2003.
References:
1. Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
2. Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.
Academic Year:
