INTRODUCTION TO FASHION MARKETING
Conjugating creativity to management.COURSE DESCRIPTION
- The course will explore the fundaments of marketing and its techniques and activities as they are employed in the fashion business. The course will cover the following topics:- Vision and mission; the fashion marketing environment, fashion product development and production, the relationship between company and markets, domestic and international; the marketing decision system, marketing research and information system.
- The fashion marketing mix, pricing policies and distribution channels, integrated marketing communication and promotion, net fashion; loyalty and fashion brand equity, fashion consumer behaviour.
- Auditing the organization and its environment; strategic and operative planning; selection of target markets, definition and segmentation; positioning, analysis of competition, competitive advantages and global /glocal marketing strategies
- The fashion marketing planning process, and the different approaches to planning; impact of internal and external environment on the decision-making process, the fashion marketing plan
- Periodic monitoring of plan, co-ordination of retail activities
COURSE OBJECTIVES
The course has been designed to provide international students the necessary tools to understand and interpret the macro-economic scenery of the fashion business in Italy and internationally, and to anticipate and analyze its changes; to manage and implement company strategies, and to write and implement an effective marketing planADMISSION REQUIREMENTS
No prior knowledge or experience is required.Students will be asked to work in groups as well as individually.
OUTPUT
Development of a marketing plan.
