FASH 119 Introduction to Marketing
This course gives an overview of the fundamental principles and concepts of contemporary marketing. Students will understand these principles from a fashion industry perspective. Specifically this course will examine the strategic marketing planning process, consumer behaviour, branding, pricing, distribution, promotions and various other marketing concepts. The students will learn how this knowledge can be applied within a corporate setting in order to create successful marketing strategies. This course encourages students to be creative while applying current marketing theory to actual in class scenarios. Students will leave this course with a basic understanding of how effective marketing is carried out. This broad base will serve as a platform for future courses in the area of marketing.
In the classroom, our focus on fashion and cosmetics is from a marketing perspective. Key discussions and activities revolve around examining product characteristics, the core benefits provided to the consumer, target markets and consumers’ tastes, motivations behind purchases, and how fashion and cosmetics are promoted, priced, and distributed in the marketplace. Our class activities encourage students to apply their knowledge of fundamental marketing concepts to the latest industry happenings such as the Fashion Weeks across the world, the red carpet event they saw the night before, to the most recent designer collaborations and promotions.