MKT 3200 - FASHION MARKETING: DOMESTIC, GLOBAL, AND OMNI

credits: 3.0
Crosslisted/Same As: FSH 3200
FSH 3200-MKT 3200. The fashion industry is a highly visible customer-facing business with unique competitive and marketing challenges. Will cover the fundamentals of fashion marketing, combining academic and business concepts with hands-on experiential learning. Students will learn traditional and industry-specific elements of the marketing process, including developing a brand identity, market targeting and segmentation, market research and trend analysis, and competitive positioning. Case studies and class projects will expose students to real-world issues in fashion marketing, and provide a sense of what actual marketing projects involve. This fundamentals course will introduce students to the common business practices and strategies of the fashion industry, and also provide a base for follow-on topics in advanced courses such as brand management, sustainability and media. Objectives: A) To describe the core principles of marketing for the fashion industry; B) Explain market variables common to the fashion industry, including pricing, product, seasonal factors and promotional efforts; C) To describe key market and competitive issues within the fashion industry; D) Discuss current media channels used in fashion marketing, including online, social and other digital channels as well as traditional media such as print and broadcasting; E) Describe key issues in managing customer and marketplace reputations; F) To analyze market performance based on industry metrics; G) Create a marketing plan for a fashion product. 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%. Course Fee: TBA.

Prerequisite(s): MKT 2250 - PRINCIPLES OF MARKETING