|
Lecturer(s)
|
-
Harantová Lenka, Ing. Ph.D.
|
|
Course content
|
Covered topics: Specific forms of fashion marketing History and marketing trends of fashion weeks History and development of fashion magazines Sustainability and its importance in fashion marketing Categories of fashion brands Business models and formats Trends in online shopping
|
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Home preparation for classes
- 26 hours per semester
- Participation in classes
- 26 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| Basic orientation in the field of Fashion Design. |
| Basic orientation in the field of Fashion Design. |
| Skills |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
|---|
| Knowledge |
|---|
| describe the history and trends of fashion weeks |
| describe the history and trends of fashion weeks |
| describe the history and development of fashion magazines |
| describe the history and development of fashion magazines |
| explain the categories of fashion brands |
| explain the categories of fashion brands |
| define business models |
| define business models |
| define business formats |
| define business formats |
| Skills |
|---|
| determine specific fashion marketing tools for your own fashion brand |
| determine specific fashion marketing tools for your own fashion brand |
| determine specific fashion marketing tools for the selected fashion company |
| determine specific fashion marketing tools for the selected fashion company |
| take advantage of trends in online shopping |
| take advantage of trends in online shopping |
| take advantage of trends in offline shopping |
| take advantage of trends in offline shopping |
| explain the difference between greenmarketing and greenwashing in the fashion industry |
| explain the difference between greenmarketing and greenwashing in the fashion industry |
| teaching methods |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Systematic observation of the student |
| Analysis of educational material |
| Analysis of educational material |
| Systematic observation of the student |
|
Recommended literature
|
-
BICKLE, Marianne. Fashion Marketing. Bloomsbury Academic Fairchild, 2010. ISBN 9781563677380.
-
BURNS, Leslie Davis a Kathy K. MULLET. The business of fashion: designing, manufacturing, and marketing. Sixth edition. New York: Fairchild books, 2020. ISBN 978-1-5013-6100-5.
-
HAUNEROVÁ Klára et al. Fashion management. Praha, 2019. ISBN 978-80-271-2113-7.
-
KOUMBIS, Dimitri. An introduction to fashion retailing: from managing to merchandising. Second edition. London: Bloomsbury visual arts, 2021. ISBN 978-1-350-09827-5.
-
WOLFE, Mary Gorgen. Fashion Marketing & Merchandising. Fifth edition. Tinley Park, IL: The Goodheart-Willcox Company, 2019. ISBN 978-1-63563-145-6.
|