|
Lecturer(s)
|
-
Harantová Lenka, Ing. Ph.D.
|
|
Course content
|
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
|
|
Learning activities and teaching methods
|
Lecturing, Dialogic (Discussion, conversation, brainstorming)
- Participation in classes
- 24 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 |
|---|
| - Define Fashion Marketing |
| - Define Fashion Marketing |
| - Explain the psychology of discounts in fashion |
| - Explain the psychology of discounts in fashion |
| - Explain the specifics of customer segmentation in the fashion business |
| - Explain the specifics of customer segmentation in the fashion business |
| - Define the terms: slow fashion, fast fashion, ultra fast fashion and explain the differences |
| - Define the terms: slow fashion, fast fashion, ultra fast fashion and explain the differences |
| - List the specific tools of the communication mix in fashion |
| - List the specific tools of the communication mix in fashion |
| Skills |
|---|
| - Propose communication mix tools for a specific fashion brand |
| - Propose communication mix tools for a specific fashion brand |
| - Identify the target group and create a persona |
| - Identify 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 |
|---|
| Knowledge |
|---|
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
|---|
| Analysis of educational material |
| Systematic observation of the student |
| Systematic observation of the student |
| Analysis of educational material |
|
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.
|