Course Number: 541000CW

Description: Students will learn about the unique way in which fashion products are marketed. Key marketing theory is studied with special emphasis on the interface between design/creativity and the commercial imperative.
Fashion marketing theory is about understanding and satisfying consumer needs. There is a focus on developing an understanding of the fashion consumer, consumer behavior, segmentation, targeting and positioning. Internal and external influences on individual and organizational decision making are also considered.

Fashion marketing considers the fashion product, the nature of pricing (with costing and global economics in mind), the way the product is branded, communicated and promoted to consumers and the environment in which it is sold. The global nature of the fashion industry and its impact on marketing is considered as well.

Number of Credits: 1

Potential Careers*: Advertising, Promotions, and Marketing Manager, Market Research Analysts and Marketing Specialists, Digital Marketing, Social Media Marketing

Salary Range: $35,000 – $141,000

*Some careers and salary data from https://www.bls.gov/