Academic Catalog 2023–2024

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MKT325 Fashion Marketing

[3–0, 3 cr.]

The course offers a comprehensive understanding of the principles, strategies, and practices involved in marketing and promoting fashion brands in today’s dynamic industry. The course helps in identifying target audiences through market research related to the psychological and sociological factors that influence fashion consumer buying decisions.

Topical coverage includes: An overview of the fashion industry and its marketing landscape, including key players, market segments, and emerging innovations and trends; identification of various retail formats and distribution channels in the fashion industry; creation of cohesive and compelling marketing campaigns using a mix of traditional and digital channels; analysis challenges and opportunities of marketing fashion brands in international markets.

Prerequisite: MKT201 Introduction to Marketing