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FASHION MARKETING (THEORY) [1]

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: 
  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.
  3. R.C. Bhatia, Marketing communication and advertising, Galgotia Publishing Company, New Delhi, 2003.
Academic Year: 
2018-19 [2]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory
[2] https://fashiontextile.iisuniv.ac.in/academic-year/2018-19