MKTG 104 - Intro to Fashion Marketing

1 CR

An introductory class that connects the essentials of marketing to the fashion industry. Case studies will be presented in class that demonstrate how marketing strategy was applied in a number of fashion-related business activities. Students will engage in business research to uncover problems and opportunities; establish objectives and goals to guide their work; develop a marketing strategy that helps achieve those goals; implement tactics that ladder up to the integrated strategy; and employ metrics to ensure that the marketing campaign was successful.

Course Outcomes
Conduct situational analysis research to guide business and marketing decisions for the fashion industry Define fashion marketing objectives Design an integrated marketing plan focused on the fashion industry Implement fashion marketing tactics, both with traditional and digital marketing platforms Establish fashion marketing metrics to measure success Evaluate fashion marketing case studies and other students’ work

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