| Course title | Fashion Marketing 1 |
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| Course code | KAOD/FSMK1 |
| Organizational form of instruction | Lecture + Seminary |
| Level of course | Bachelor |
| Year of study | not specified |
| Semester | Winter |
| Number of ECTS credits | 2 |
| Language of instruction | Czech |
| Status of course | unspecified |
| Form of instruction | Face-to-face |
| Work placements | This is not an internship |
| Recommended optional programme components | None |
| Lecturer(s) |
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| Course content |
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1. Marketing 2. Definition of the marketing mix 3. Basic concepts and specifications of the fashion industry 4. Categories of fashion brands 5. The importance of price in the fashion industry 6. Methods of pricing 7. The psychology of discount perception 8. Sales promotion and its tools in fashion 9. Specifics of distribution in the fashion industry 10. Basic marketing analysis 11. Customer segmentation in fashion business 12. Mystery shopping as a tool for evaluating service quality in fashion chains 13. Communication mix and its specifics for a given market
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| Learning activities and teaching methods |
| unspecified |
| Recommended literature |
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| Study plans that include the course |
| Faculty | Study plan (Version) | Category of Branch/Specialization | Recommended semester |
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