Fashion Marketing (MA)

The business of fashion is complex. You will get a comprehensive look at how various components of fashion business—product development, sourcing, buying, marketing, and retailing—are intertwined to create a powerful industry.

Marketing plays a critical role in any fashion organization. Learn how fashion companies successfully engage customers and competitors by establishing well-defined and strategic marketing approaches. You will gather, analyze, and synthesize research and data to create new opportunities in dynamic fast-changing markets.

Product-planning and sourcing strategies are key to success in global fashion. You will explore product categories, pricing strategies, and product-mix and assortment planning. You will evaluate sourcing and manufacturing opportunities to develop a product plan that reflect a company's overall strategy and target customers.

You will learn to work fluidly between graphic design software programs and create concept boards, branding, merchandising and production documents, and marketing collateral to communicate information effectively.

The ability to predict trends can be profitable. You will learn to read diverse market characteristics, consumer behaviors, fashion theories, and global issues to identify opportunities for specific markets.

Marketing via social media can be tricky. You will leverage the power of digital and social media platforms by developing a digital marketing strategy that is integrated with traditional marketing channels. (This course is cross-listed with FSH 348.)

Go global. You will examine the best practices of global and regional retailers to develop a marketing strategy for fashion organizations focused on global and emerging markets.

Analyze the financial statements and reports that decision-makers in the fashion business use to solve complex business and marketing problems. You will apply theoretical concepts and financial analysis tools to measure, forecast, and evaluate business operations and marketing activities to create a fashion business plan.

Explore and prepare for your career in fashion. You will develop professional personal branding, job search materials, digital and physical portfolios, and prepare for job interviews.