Sathyabama Institute of Science and Technology B.Sc - Fashion Design SFDA1403 Fashion Marketing and Retailing Syllabus

[Arvind Kumar]

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