Introduction to Marketing

Course Code: FASH 119

Academic Year: 2020-2021

This course gives an overview of the fundamental principles and concepts of contemporary marketing. Students will come to 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.