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MARKETING IN FASHION COMPANIES

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-MFM1S1-MKT-MFMCI01UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S1English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)G.DE KERVILER


Objectifs du cours

Understand how to structure a branding strategy, manage a portfolio of products and the four Ps (place, product, promotion and price). AOL
Learn the key aspects of marketing function and the specificities of marketing for the fashion and high-end fashion industry. Understand the motivations and behaviors in fashion consumption. Know how to craft a marketing strategy. Understand brand and the four Ps management.

Contenu du cours

The course is divided into 5 sessions
Market analysis and specificities of Marketing function in the Fashion Industry
Segmentation, targeting and positioning
Fashion products and prices
Fashion brands development
Fashion brand Communication


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class8,00  
lecture8,00  
Independent study
Group Project24,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Coaching


Évaluation

Assessment will be a mix of case presentations by groups, individual participation during classes and indivudal assignment after the last class

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00130,00
Continuous assessment
Oral presentation0,50650,00
Participation16,00120,00
TOTAL     100,00

Bibliographie

  • Luxury Fashion Branding - Uche Okonkwo

    (2007), Palgrave macmillan, 314 pages




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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