Fashion Marketing and Merchandising

Shanghai Jiao Tong University Continuing Education School >> Home >> Course Offerings >> Fashion Marketing Communications

Teacher: Farah Tan or Paige Lee

Course outline

This course is structured to provide students with a good understanding of fashion marketing and the worldwide clothing industry as well as an appreciation of garment technology and clothing materials. Study units will include: fashion marketing, marketing management, product development and business management. The marketing of fashion takes place at all stages of the development, production and distribution of garments. Relevant research findings in communication theory, behavioural sciences, and comprehensive models of buyer behaviour will be highlighted as we look at the planning and implementation of marketing communication activities and how communication effectiveness is measured. In this course, students will also be required to develop a marketing plan of their own and apply all aspects of what they have learnt in class into their personal projects.

Timeline

Lesson 1	Introduction to fashion marketing and merchandising Explain what is Fashion Movement Introduce to fashion cycles
Lesson 2	Learn about the aspect of merchandising in production house and retail environment. Product Development. Line adoption.
Lesson 3	Class Discussion Factors to consider when planning for the right merchandises, merchandise mix and assortment. Shopping environment Store interiors and window displays.
Lesson 4	Introduce to retail strategies. Consumers Target sector Positioning (Branding)
Lesson 5	Identifying and observing customers and their buying behaviour
Lesson 6	PEST Analysis Marketing Mix
Lesson 7	Class Discussion Examine on contemporary fashion companies within the different fashion markets and their business strategies.
Lesson 8	Market Research Primary vs Secondary research method Design a questionnaire.
Lesson 9	Marketing Communications Promotion mix
Lesson 10	Discuss on any form of marketing strategies that would help to increase sales and store popularity.

Class assignment
Students will have to design, plan and assemble a mini visual merchandising project (window display) of their own creation as part of the course objective.

2010 Autumn Session

Morning Section: 1 Sep- 10 Nov 2010 09:30 - 12:30 Wednesday morning 10 weeks (30 hours) 3,800 RMB FMM-M0910

2010 Winter Session

Morning Section: 3 Nov 2010- 26 Jan 2011 09:30 - 12:30 Wednesday morning 10 weeks (30 hours) 3,800 RMB FMM-M1110

2010 Summer Session

Morning Section: 6 July - 5 Aug 2010 09:30-12:30 Tuesday & Thursday morning 5 weeks (30 hours) 3,800 RMB FDM4

2010 Spring Session

Morning Section: 25 Mar- 27 May 2010 09:30-12:30 Thursday morning 10 weeks (30 hours) 3,800 RMB FDM4

ANNUAL HOLIDAYS *

There will be no lectures on scheduled Public Holidays
2010
National Day Holidays 1-5 October
Christmas Holidays 20 Dec- 9 Jan 2011
2011
Spring Festival Holidays 30 Jan-10 Feb
Labour day Holiday 1 May-6 May
Tomb sweeping day tba
Dragon Boat festival tba
Moon cake festival tba
National Day Holiday 1 October-7 October
Christmas Holidays 18 December-10 January 2012
* Subject to confirmation and change

QUORUM

Classes will commence as soon as a quorum of eight students has been reached. It is therefore important that you register on-line by clicking the "online registration" button. Quorums will be reached faster if you invite a friend, colleague and/or family member to enroll with you. A 5% discount applies when 5 or more students apply together for the same course. Or 3% when 3 of your friends join (Please send us an e-mail with the names in the group) We will duly notify you when classes are due to commence.

Tuition fees may be submitted by cash, bank card or credit card. With the original receipt, a refund in full can be made if the prospective student notifies us in writing of his/her withdrawal from the course one week before the commencement date. If using a foreign bank card, a non-refundable charge of approximately 3.1% of the tuition fee (about RMB140) will be deducted by the bank to cover transaction costs.

For inquiry, please contact us at (86 21)6448 1768 or 64480011*1065, or send email to shclasses@yahoo.com.

Address: Room 106, No. 2088 Kaixuan Road, Shanghai (close to Panyu Rd. and Wuzhong Rd), 5 minutes walk from Yishan Rd. Station (Exit 4) or Hongqiao Rd. Station (Exit 2) of Metro Line 3 and Line 4.

Tel: (86-21) 6448 1768 Add: Room 106, 2088 Kaixuan Rd. Shanghai (near Panyu Rd.)
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