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Lecturer(s)
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Harantová Lenka, Ing. Ph.D.
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Petříčková Kristýna, doc. MgA. Ph.D.
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Course content
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Covered topics: Marketing a marketing mix Pricing in the fashion industry Psychology of discount and sales promotion in the field of fashion Basic marketing analysis and customer segmentation in the field of fashion Communication mix and its specifics for the fashion market Basic concepts and spefications of the fashion industry Fashion management
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
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| prerequisite |
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| Knowledge |
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| Basic orientation in the field of Fashion Design. |
| Basic orientation in the field of Fashion Design. |
| learning outcomes |
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| The course provides students with basic view of the issues in the field of fashion marketing. |
| The course provides students with basic view of the issues in the field of fashion marketing. |
| - Pricing |
| - Pricing |
| - The psychology of discounts |
| - The psychology of discounts |
| - Customer Segmentation |
| - Customer Segmentation |
| - SWOT analysis |
| - SWOT analysis |
| - Communication mix tools |
| - Communication mix tools |
| Skills |
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| - Make a list the tools of the communication mix |
| - Make a list the tools of the communication mix |
| - Define the target group and create a persona |
| - Define the target group and create a persona |
| - Create a SWOT analysis of your own brand |
| - Create a SWOT analysis of your own brand |
| - Recognize the differences in the psychology of haute couture and fast fashion discounts |
| - Recognize the differences in the psychology of haute couture and fast fashion discounts |
| - Identify the main challenges of pricing |
| - Identify the main challenges of pricing |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Systematic observation of the student |
| Systematic observation of the student |
| Analysis of educational material |
| Analysis of educational material |
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Recommended literature
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BICKLE, Marianne. Fashion Marketing. Bloomsbury Academic Fairchild, 2010. ISBN 9781563677380.
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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.
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HAUNEROVÁ Klára et al. Fashion management. Praha, 2019. ISBN 978-80-271-2113-7.
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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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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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