FASHION MARKETING II (6 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: use an appropriate methodology in conducting brand market research; create a fashion brand identity; communicate design concepts and present alternative brand strategies; apply the brand positioning concept in developing brand strategies; explain the concept of brand equity for strategic business opportunity implementation; analyze problems and find solutions through effective public relations; apply appropriate steps and procedures in producing an event; explain the principles of strategic management in the retail business; explain and apply the principles of operation management in the retail fashion industry; and apply an appropriate methodology in developing a strategy analysis of a retail fashion company.

Topics:

The course involves the development of marketing programs and a series of activities to build, measure, and manage brand equity in the fashion field. The course aims to give a deeper understanding of basic branding principles in both classic and contemporary branding applications. Students will learn how to create their own brand and implement its strategies, and examine more deeply the psychological aspects of communication, on how to set the right strategy and tone to tell the public and gain knowledge and awareness. This will enable the students to examine the role of product managers and retail managers within a fashion company where students will learn merchandising and retail management, giving an understanding to the relationships and implications of retail management.

Pre-requisite(s): Fashion Marketing I