Fashion Marketing

Learning Outcomes

Upon successful completion of this course, students are expected to be able to : Explain different fashion marketing concepts, terminologies and trend; describe how market environment influence fashion marketing; identify and explain fashion consumer and factor influence their behaviors; use appropriate data collection methods in fashion marketing research; explain different market segmentation and identify potential target markets; create a strategic marketing plan for fashion product/service/brand.

Topics

This course is designed to introduce students to the field of marketing in the fashion industry and enable them to understand the fundamental concepts of marketing, the needs of marketing as applied in the world of fashion and its value in business. Topics covered include: fashion business environment, market segmentation and targeting strategies, market research, consumer behavior, product development, pricing policies and distribution, and an overview of promotion and business planning.