Fashion Marketing

BE MK FM 320
Credit hours: 3
Contact hours: 45

This course is an introduction to marketing and merchandising concepts in fashion retail, with an emphasis on the apparel and accessory industry in Italy. Students learn terminology specific to the field and how to forecast trends. Other topics include: visual merchandising, planning, advertising, roles and components of the primary and secondary markets, different forms of in-store and non-store retail, consumer behavior and profiles, information systems, store location and design, and assessing the quality/cost equation of products. On-site visits to fashion retailers, buyers and trade fairs in Florence and Milan are an integral part of this course. Prerequisites: Introduction to Marketing