MKTG 277 Fashion Marketing and Merchandising • 5 Cr.
This course provides students with a foundational knowledge of the fashion industry, and how marketing efforts are employed to maximize profits and build brand equity. Participants apply business and marketing skills to conceptualize and promote fashion products, which includes merchandising in the retail environment. Recommended: MKTG 101.
After completing this class, students should be able to:
• Identify marketing opportunities for fashion commodities, from creation to final sale • Position a good or service to differentiate it from similar products in the market • Evaluate appropriate marketing tactics that best promote students' merchandise • Build an integrated marketing plan for a fashion product or line of products