BUS 331 Fashion Marketing and Branding
This course provides students with a hands-on understanding of fundamental principles of marketing and branding as applied to fashion products and services. Through readings, case studies, on-site visits and experiential assignments, students will learn how brands develop a distinctive image, and establish and maintain a relationship with their publics. Emphasis is given to key areas in fashion promotion, including advertising across channels, fashion PR, personal selling and brick-and mortar retail, sales promotions and packaging, e-commerce, digital marketing and social media, strategic brand collaborations, celebrity and influencer endorsements, and fashion films and events. Students will explore the marketing process from problem definition to market research to the planning, creation, execution, and evaluation of marketing and branding campaigns. To this end, students will work with small NYC fashion businesses to develop a strategic marketing communication campaign that integrates traditional, non-traditional, and digital media channels with attainable and measurable goals.