Fashion Marketing

Paper Code: 
BFT- 401
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To develop an insight into the fashion market among the students
To provide comprehensive knowledge about marketing mix
 

9.00
Unit I: 

Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.
Introduction, development of fashion market, fashion market environment and trends in marketing environment.
Market research: Understanding Consumer market trend, Overview of market research process and research design
 

9.00
Unit II: 

Product Decision
Concept of product, clarification of product development,
Product positioning, Segmentation and targeting.
Product line and product mix
Branding, packaging and labelling

9.00
Unit III: 

Price decision
Factor affecting price determination
Price policies and strategies    
 

9.00
Unit IV: 

Distribution channels and physical distribution decision
Nature and function of distribution channels
Channel management decisions
Retailing and whole selling
 

9.00
Unit V: 

Promotion decision
4Ps of Promotion mix
Advertising
Personal selling
 

Essential Readings: 
  1. Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
  2. Kotler, P. Principles of Marketing, Prentice Hall, 2003.
     
References: 
  1. Easey, M., Fashion marketing, Black well sciences Ltd., London, 1995.
  2. Costantino, Maria, Fashion Marketing and PR, Fashion files, Batsford Ltd., London, 1998.
  3. Posner, Marketing Fashion, lavrence K. London 2011

 

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