People Innovation Excellence


Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: Use appropriate methodology in conduction brand market research; Explain fashion brand identity creation; Propose the alternative brand strategies; Apply the brand positioning concept in developing brand strategies; Interpret the concept of brand equity for strategies business opportunities implementation; Apply appropriate steps and procedures in produce an event; Apply the principles of strategic management in retail fashion business industry; Apply appropriate methodology in developing a strategy analysis of retail fashion business.


This course is designed to present a strategic managerial perspective in retail business, explain and apply the principles of operation management in retail fashion industry, apply appropriate methodology in developing a strategy analysis if retail fashion industry. The course involves the development of marketing programs and a series of activities to build, measure manage brand equity in the fashion field. The course aims to give a deeper understanding of basic brand principles, both classic and contemporary branding applications. Students will learn how to create own brand implement its strategies, examines more deeply on psychological aspects of communication, on how to set the right strategy and tone to tell the public and gain knowledge & awareness, enables students to examine the role of product manager and retail manager within a fashion company where student will learn the merchandising and retail management, give understanding the relation and implication of retail management.

Pre-requisite(s): Fashion Marketing I

Published at : Updated

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