Fashion Marketing (Theory)

Paper Code: 
MFT-123
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

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

12.00
Unit I: 
Marketing -An Introduction
  • Meaning and Definition, Selling vs. Marketing
  • Nature and Scope of Marketing
  • Core Marketing Concepts, Marketing Philosophies, Marketing-Mix
  • Marketing Environment Analysis, Marketing Management Tasks
12.00
Unit II: 
Marketing Research and Segmentation
  • Marketing Research Process, Importance and Application
  • Understanding Consumer market trend, Overview of research design
12.00
Unit III: 
Segmenting, Targeting, Positioning
  • Level and Basis of Market Segmentation
  • Selecting Market Segments and Targeting

Developing Value Proposition and Positioning Strategy

  • Product Life-Cycle Marketing Strategies
  • Corporate & business strategy
12.00
Unit IV: 
  • Product – Concepts, levels of product, product life cycle, New product development process, Product line & Mix Decisions
  • Pricing – Pricing objectives, Pricing methods and policies, factors influencing pricing.                                                     
12.00
Unit V: 
  • Promotion: Advertising, Sales promotion, Public relations, Personal selling, Direct Marketing.
  • Channels of distribution– Levels of distribution channels , factors influencing selection of distribution channels,
  • Physical Distribution: Functional areas of physical distribution, logistics decisions.

 

                                                          

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.
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