TEK 303E - Textile and Fashion Marketing

Course Objectives

1. To give information about the fundamentals of marketing, marketing activities.
2. To give information about textile and fashion market, their structure and dynamics.
3. To provide a conceptual base for understanding and analysing the textile and fashion market and consumer accurately.
4. To provide a conceptual base for development and implementation of marketing strategies.

Course Description

Introduction: Modern Marketing Concept & Marketing Process. The Role of Textile and Fashion Marketing in Company Strategic Direction & Marketing Planning. Actors in Textile and Fashion Market & Macro Environmental Factors. The global Textile and Fashion marketplace: Main importer and exporter countries. Textile and Fashion Marketing in the internet age. Textile and Fashion Marketing and Society. Textile and Fashion Consumer Markets. Textile and Fashion Business Markets. Market and marketing research in Textile and Fashion market. Segmentation, Targeting, and Positioning. Textile and Fashion Product Strategies. Textile and Fashion Branding Strategies. Pricing Approaches and Strategies in Textile and Fashion Market. Distribution Channel Decisions in Textile and Fashion Market. Integrated Marketing Communications in Textile and Fashion Market.