Category: Journal

This course offers an in-depth analysis of distribution channels and their role in managing customer service at every stage. It covers topics such as e-channel behavior, channel design, the selection, motivation, and control of channel members, types of retailers, retailer marketing decisions, the future of retailing, and wholesaling. Building on knowledge from Consumer Behavior, the course emphasizes how retailing is centered around the consumer experience and the services needed to deliver exceptional customer service to targeted demographics. It highlights the importance of “omni-channel” retailing as a key strategy in the fashion industry, aiming to enhance the retail experience and provide optimal customer service across all levels of the retail supply chain to maintain a competitive edge.

This course provides an introduction to the marketing landscape, covering both direct and internet marketing. It explores the expanding global reach and how to integrate components into an Integrated Marketing Communications (IMC) strategy. Students learn how to implement marketing strategies geared towards customer acquisition, lead conversion, retention, and increasing customer value. Additionally, one will learn about the metrics used to measure these outcomes. The course also delves into optimization techniques for natural search, pay-per-click (PPC) advertising, email marketing, display advertising for both branding and direct response, and social networks.

This course covers the definitions and functions of various promotional types, including advertising, sales promotion, public relations, and personal selling. It will include a historical analysis of advertising, explore the types and roles of advertising agencies, and review advertising’s societal impact. The course also examines media planning and buying processes, analyze broadcast and print media, and involve the creation of both broadcast and print advertisements. Additionally, it reviews different sales promotion techniques, events, and sponsorships, discuss the role of public relations, explore specialty advertising techniques, and provide an overview of global advertising practices.

In this course, students thoroughly investigate the processes involved in establishing, assessing, and supervising a brand. A key focus of the course is to delve deeply into the visual literacy, where students examine the various symbols and imagery utilized in the development and evolution of fashion brands and their identities. The exploration of both theoretical and practical applications of images as a powerful tool for visual communication will be at the core of the course, seeking to equip students with the knowledge and skills to effectively convey messages about brand identity.

In order to ease the transition into the workforce, students are encouraged to apply the theoretical knowledge they gain in the course to practical, real-world professional settings. As part of this process, one is required to maintain a detailed work journal where they document their daily experiences and reflections. Additionally, students are expected to submit written analyses that demonstrate their ability to connect academic concepts to real-world challenges. One is encouraged to actively participate in periodic meetings where they can discuss their experiences, exchange insights, and receive guidance from mentors and instructors.

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This course provides a detailed economic perspective on textile products, their production processes, and global sourcing, with a focus on the U.S. fashion industry. It is designed to be writing-intensive and aims to explore the intricate ways in which historical events, economic policies, and political decisions shape and transform the apparel industry within the broader context of globalization. Students have the opportunity to delve into various retailing models across both industrialized and developing countries, enhancing their learning experience through extensive readings, comprehensive writing assignments, and engaging class discussions.

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