FASHION PROMOTION (THEORY)

Paper Code: 
DFSD 603B
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

1. To make students aware on the importance of fashion promotion
2. To provide knowledge of current fashion promotion strategies

12.00
Unit I: 
Introduction to Promotion

 

  • The Role of Promotion
  • Marketing, Merchandising and Communication
  • Product Mix
12.00
Unit II: 
Consumer Behavior

  • The Role of Consumer Behavior in Promotion
  • Market Segmentation
  • Bases of Market Segmentation
  • Product Positioning
12.00
Unit III: 
Publicity and Public Relations

 

  • Purpose of Publicity
  • Public Relations
  • Publicity Outlets
  • Publicity Elements
12.00
Unit IV: 
Promotional Events
  • Introduction  promotional events
  • Promotional event dSevelopment
  • Types of promotional event
  • Advantages and disadvantages of using promotional events

 

12.00
Unit V: 
Social and Ethical Concerns & Measuring Promotional Effectiveness
  • Ethical Issues and Social Responsibilities
  • Offensive Advertising
  • Plagiarism
  • Social Correctnes
Essential Readings: 
  1. Kristan K.Swanson, Promotion in the Merchandising Environment, Fairchild publishing inc. 2016
  2. Guy Masterman, Emma H Wood, Innovative Marketing Communications, Butterworth- 
  3.  Heinemann, 2006
  4. Stone, E. & Samples., J.A., Fashion Merchandising- An introduction, Mc Graw Hill 1985.
  1. Waddell, Gavin., How Fashion Works, Blackwell, London 2005.
  2. Easey, Mike., Fashion Marketing, Blackwell Science Ltd, London 1995.
  3. Kotler,P.,  Marketing Management: Analysis, Planning, Implementation and Control(9th    Ed), Prentice Hall, New Delhi 1998.
  1. Leviy and Weitz, Retailing Management, Tata Mc Graw Hill, 2008.

 

References: 
  1. Chatley, Pooja., Fashion Marketing and Merchandising, Kalyani Publishers.
  2. Gowerk, Helen., Fashion Buying, Blackwell Science Ltd, London.
  3. Burns, Leslie. Davis & Bryant., Nancy. O., The Business of Fashion, FairchildPublication, New York 2005.

 

Academic Year: 
2019-20
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