FASHION MARKETING (THEORY)

Paper Code: 
MFT-123
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  1. To develop an insight into the fashion market among the students
  2. To provide comprehensive knowledge about marketing mix

 

12.00
Unit I: 
Unit I

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
Unit II: 
Unit II

Marketing Research and Segmentation

  • Marketing Research Process, Importance and Application
  • Understanding Consumer market trend, Overview of research design

 

12.00
Unit III: 
Unit III

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
Unit IV: 
UNIT IV

       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
Unit V: 
Unit V

·         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.
  2. 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.

  1. R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year: 
2017-18
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