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FASHION PROMOTION (Theory) [1]

Paper Code: 
DFSD 603B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. Make students aware on the importance of fashion promotion
  2. Provide knowledge of current fashion promotion strategies

 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

 

Paper

Code

Course Title

DFSD 603B

Fashion Promotion (Theory)

The Students will be able to:

 

  1. Recognize the dynamics of market environment
  2. Comprehend the concepts of consumer behaviour, marketing research and sales forecasting
  3. Apply the  knowledge regarding the process of new product development, branding and pricing strategies
  4. Arrange to deliver the customer value through integrated marketing communication strategy
  5. Develop design customer driven marketing mix strategy
  6. Analyze the importance of promotional events

Approach in teaching: Interactive Lectures, Discussion, Power Point Presentations, Informative videos

Learning activities for the students: Self-learning assignments, Effective questions, presentations, Field trips

Assessment tasks will include Class Test on the topics, Semester end examinations, /Quiz, Student presentations, and assignments

 

 

 

 

 

 

12.00
Unit I: 
Introduction to Promotion
  • The Role of Promotion
  • Marketing, Merchandising and Communication
  • Product Mix

 

12.00
Unit II: 
Consumer Behaviour
  • 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 development
  • 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 Correctness
  • Code of Ethics
  • Government Regulations
  • Measuring Promotional Effectiveness   
  • Publicity and Public Relations
  • Personal Selling
  • Special Event and Fashion Show
  • Visual Merchandising

 

Essential Readings: 

 Suggested Text Books:

  • Kristan K.Swanson (2016), Promotion in the Merchandising Environment, Fairchild publishing inc.
  • Guy Masterman & Emma H Wood (2006), Innovative Marketing Communications, Butterworth- Heinemann.
  • Stone, E. & Samples., J.A. (1985), Fashion Merchandising- An introduction, Mc Graw Hill.
  • Waddell & Gavin (2005)., How Fashion Works, Blackwell, London.
  • Easey .M. (1995), Fashion Marketing, Blackwell Science Ltd, London.

Suggested Reference Books:

  • Kotler,P. (1998),  Marketing Management: Analysis, Planning, Implementation and Control(9th Ed), Prentice Hall, New Delhi.
  • Leviy and Weitz (2008), Retailing Management, Tata Mc Graw Hill,.
  • Chatley.P. & Sodhia. M. (2011)., Fashion Marketing and Merchandising, Kalyani Publishers.
  • Burns, Leslie. Davis & Bryant, Nancy. O.( (2005), The Business of Fashion, Fairchild Publication, New York

 

References: 

E-Resources:

 

Academic Year: 
2023-24 [4]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-promotion-theory-5

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-promotion-theory-5
[2] https://www.researchgate.net/publication/23565971_Consumer_Buying_Behaviour_in_Fashion_Retailling_Empirical_Evidences
[3] https://online.maryville.edu/blog/media-planning-strategies/#:~:text=Media%20planning%20is%20the%20process,places%20with%20the%20right%20people
[4] https://fashiontextile.iisuniv.ac.in/academic-year/2023-24