FASHION MARKETING I (6 SCU)
Upon successful completion of this course, students are expected to be able to: describe different fashion marketing concepts, terminologies, and trends; describe how the market environment influences fashion marketing; analyze how consumer behavior affects the fashion business; identify different market segmentation and potential target markets; design strategic marketing plans for fashion products/services/brands; and communicate effectively in fashion brand marketing with relevant reports and presentation skills.
The Fashion Marketing I course studies how marketers are influenced by the consumers and how the consumers are influenced by the actions of marketers. Consumer behavior in fashion will discuss more specific information on the retail and fashion world which is a dynamic and fast moving industry. Fashion trends are created for the consumers by retailers, the media, and influences. It is fundamental for students to be aware of the consumer dynamics in order to forecast the market trends in the future and to come out with appropriate marketing strategies, and generate satisfactory design products. The students will be active observers in learning by doing market research on specific topics so they can learn to analyze problems and construct critical thinking in relation to the market environment. This course is linked to Fashion Trend Forecasting and Design Research and Concept.
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