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Home > FASHION MARKETING (THEORY)

FASHION MARKETING (THEORY) [1]

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

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

Marketing Research and Segmentation

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

 

12.00

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

  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
  • 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.

  1. 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.

 

Academic Year: 
2016-17 [2]

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Source URL: https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory-6

Links:
[1] https://fashiontextile.iisuniv.ac.in/courses/subjects/fashion-marketing-theory-6
[2] https://fashiontextile.iisuniv.ac.in/academic-year/2016-17