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» FASHION MARKETING (THEORY)
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FASHION MARKETING (THEORY)
Paper Code:
FSD-123
Credits:
4
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
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:
Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
Kotler, P. Principles of Marketing, Prentice Hall, 2003
References:
Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London,1998.
R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year:
2018-19
Department News
Visit to Sutrakaar Creations (Industrial Visit)
Guest Lecture on Colour and Design
Inaugural Ceremony of Live Demonstration and Display of “Paithani” Sarees
Awareness on Handloom
Visit to Megha Overseas (Export House)
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