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Lecturer(s)
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Harantová Lenka, Ing. Ph.D.
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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
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unspecified
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| No prerequisites are specified. |
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| No prerequisites are specified. |
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Recommended literature
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JIN, Byoungho a Elena CEDROLA. Fashion branding and communication: core strategies of European luxury brands. New York: Palgrave Macmillan. 2017.
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KOUMBIS, Dimitri. An introduction to fashion retailing: from managing to merchandising. Second edition. London: Bloomsbury visual arts, 2021. ISBN 978-1-350-09827-5.
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POSNER, Harriet. Marketing fashion: strategy, branding and promotion. London: Laurence King Publishing. 2015.
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WOLFE, Mary Gorgen. Fashion Marketing & Merchandising. Fifth edition. Tinley Park, IL: The Goodheart-Willcox Company, 2019. ISBN 978-1-63563-145-6.
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