FSH 3400 - FASHION COMMUNICATIONS: VISUAL, DIGITAL AND MEDIA

credits: 3.0
Crosslisted/Same As: MKT 3400
FSH-MKT 3400. Communications and advertising strategies are central to the marketing process in the fashion industry. Today’s marketing environment has more channels than ever for reaching consumers, where traditional media such as print, broadcasting, retail merchandising and display advertising are increasingly being joined by a wide range of digital and social media. Moreover, marketing strategies are continuing to evolve from one-way advertising to building digital brand communities, in an increasingly connected world. Will examine the ways that communications strategies are used within the fashion industry, together with the principles and practices of current communications and advertising approaches for fashion marketing. Using case studies, guest speakers and other experiential learning approaches including a team project, this course provides a real-world introduction to many of the most central skills needed for 21st century marketing work in fashion organizations. Objectives: A) To discuss the role of communications strategies in fashion marketing; B) Explain basic theories behind visual communications and their practical application; C) Evaluate traditional and digital communications channels currently employed in fashion marketing and branding efforts; D) To analyze the factors involved in digital community building for fashion brands; E) Explain principles of visual aesthetics and communications skills used in advertising and marketing campaigns; F) To create a marketing communications plan and sample media as part of a team project. Method of Instruction: Lectures and class discussion, guest speakers, assigned readings and cases, field trips, and in-the-field hands on experiences / project based learning. Method of Evaluation: Assignments: Case studies, 30%; Exams / Quizzes, 20%; Group Facilitator, 20%; and Experiential Learning Project / Portfolio, 30%.

Prerequisite(s): MKT 2250 - PRINCIPLES OF MARKETING