| 26th April 2021 12:08 PM | |
| Arvind Kumar | Sathyabama Institute of Science and Technology B.Sc - Fashion Design SFDA1403 Fashion Marketing and Retailing Syllabus Sathyabama Institute of Science and Technology B.Sc - Fashion Design SFDA1403 Fashion Marketing and Retailing Syllabus SATHYABAMA INSTITUTE OF SCIENCE AND TECHNOLOGY SCHOOL OF SCIENCE AND HUMANITIES Sem Course Code FASHION MARKETING AND RETAILING L T P Credits Total Marks IV SFDA 1403 3 0 0 3 100 UNIT I (9Hrs) Market - Meaning, Definition and Classification; Fashion Market - Activities of Fashion Marketing, Fashion Market Size and Structure, Marketing Environment - Micro and Macro Marketing Environment. UNIT II (9Hrs) New product development - Planning, design and development – Product Classification, Product life cycle – Concept of Marketing Mix, Market Segmentation, Targeting and positioning - Perpetual mapping- Product Mix and Range planning. Marketing research process. Pricing - objectives and methods of setting prices. UNIT III (9Hrs) Distribution Channels - Types, Levels, development. Promotion Mix – Analytical tools- BCG matrix, GE model. Consumer Behavior - influencing factors – Consumer Buying process. Types of Buyers. Brand development- Branding and its importance in Marketing. Retailing and wholesaling – promotion methods. UNIT IV (9Hrs) Fashion Retailing - Classification of Retailers – Onsite Retailing and Off-site Retailing; Types of Retail Store; Merchandising mix- Order Management- Out Sourcing – Vendor Management – Export Documents. Role of a fashion buyer, Fabric sourcing, Garment sourcing, Local sourcing, National sourcing & International sourcing. Range Planning. UNIT V (9Hrs) Fashion sales promotional programme for fashion marketing, communication in prop motion, Personal selling, and point of purchase. Fashion Advertising and preparation of advertising for apparel market, Advertising media used in apparel market, Apparel & Textile Trade shows and fairs. Advertising department and advertising agencies – structure and functions. Advertising Budget Max. 45 Hours COURSE OUTCOMES: On successful completion of the course, the students will be able to: CO1: Understand the fundamentals of marketing CO2: Know the process of fashion product development. CO3: Understand the importance of consumer and Brand Image. CO4: Analyze the various retailing formats CO5: Gain insight on fashion promotional activities TEXT /REFERENCE BOOKS: 1. Fashion Marketing- Mike Easey, Black Well Science Ltd., United Kingdom. 1995. 2. Apparel Merchandising, An Integrated Approach, Krishnakumar.M, Abishek Publications 2010. 3. Apparel Merchandising, Robin Mathew, Book Enclave Publishers, Jaipur (2008). 4. Retail Management, Chetan Bajaj, RajnishTuli and Nidhi.V.Srivastava, Oxford University Press, New Delhi 2005. 5. Advertising, C N Sonatakki, Kalyani Publishers New Delhi 1989. 6. Marketing, RSN Pillai and Bhagavathi.S, Chand And Company Ltd, New Delhi 1987. 7. Fashion retailing: A multi-channel approach Diamond, ENew Jersey: Pearson/Prentice Hall. 2006. 8. Inside the fashion business.Jarnow, J., Guereira, M. & Judelle, B. (4thEd.). MacMillan: New York, 1987. 9.. Fashion marketing, Ed. Hines, T. and Bruce, M. Buttersworth Heinemann,Oxford. 2001 END SEMESTER EXAM QUESTION PAPER PATTERN Max. Marks: 100 Exam Duration: 3 Hrs. PART A: 10 Questions of 2 mark each - No choice. 20 Marks PART B: 2 Questions from each unit of internal choice, each carrying 16 marks. 80 Marks |
