FASHION MARKETING, MPS
TOTAL CREDITS: 30
MPSM 600 - FASHION MARKETING MANAGEMENT
A savvy sense of style and solid business skills are a few of the requirements necessary to create and market a business within the fashion industry and beyond. Creating an amazing product and introducing it successfully into the fashion industry is the result of learning how to carefully identify your target market, understand your niche, position your product/service, use state of the art tools and relevant techniques to capture the attention of your audience, execute goals and objectives, and more. The Fashion Marketing Management course is multifaceted and exposes students to the essential concepts and foundation necessary to marketing within the fashion industry. Students will learn how to capture marketing information necessary to build a fashion brand, identify global trends, connect with consumers and create long term relationships, build strong brand equity, product distribution- taking it through different channels, as well as delivering and communicating value to consumers. Principles and tools utilized in this course are applicable to the fashion industry and beyond.
MPSM 601 - STRATEGIC CONSUMER INSIGHTS IN FASHION
In today’s business landscape, companies increasingly rely on consumer insights to better provide value to their customers. Analysis of consumer insights is a key factor of business strategy leading to sustainable competitive advantage. This course provides students with the concepts and tools for obtaining meaningful insights about the internal (psychological) and external (sociocultural and demographic) influences of consumer behavior, as well as how consumers actually make rational and emotional decisions in the real world. These insights can serve as the basis for developing marketing strategies that achieve the desired organizational objectives within a framework of corporate strategy informed by the resource-based view and economic sociology, bounded by the societal marketing concept. This course also examines consumer processes. Spanning individual determinants of decision-making such as personality, motivation, learning, attitude change and the sociocultural factors of culture (micro culture social status, reference groups, households, social demography, and social networks). This course also includes a discussion of the “fashion consumer” and his/her behavior related to fashion brands, experiences, globalization, and new/emerging technologies and media.
MPSM 602 - SERVICES MARKETING IN THE FASHION INDUSTRY
There are many businesses that provide services associated with the fashion industry, such as; advertising, public relations, event planning, fashion publishing and styling. In an era where competition is particularly fierce and when the market is customer-driven, successful service firms need to recognize service quality as a source of their competitive advantage. This course introduces students to the unique challenges involved in marketing and managing services within the fashion industry, including blogger and digital marketing. The “customer experience” in interactions and services must create value for the customer, including the development of strong customer relationships through service quality and customer satisfaction.
MPSM 603 - CAUSE MARKETING IN THE FASHION INDUSTRY
Cause marketing has seen significant growth in recent years. Many companies recognize that the integration of marketing and social initiatives can improve corporate image, customer loyalty, overall consumer engagement to meet marketing campaigns and the overall business goals. Topics discussed in this course include how developing a well-designed cause can increase product sales and consumer engagement. The course also provides well-known examples of cause marketing and actionable advice for integrating marketing goals with support for a good cause. The course also provides well-known examples of cause marketing in fashion and other categories/industries. Cause marketing is an effective tool when used strategically to leverage a brand’s image, awareness and revenue base.
MPSM 604 - GLOBAL MARKETING IN THE FASHION INDUSTRY
This course examines the opportunities and challenges in the globalized world of fashion markets. Diverse markets (emerging, mature, and developing) are analyzed to show the varying tactics a marketer must utilize to remain competitive in a volatile global marketplace. Topics covered include: analysis of potential global markets, target market identification, competitive analysis, brand positioning, market testing, localization vs globalization, customization, market entry strategies, distribution and logistical systems, and promotional strategies for product/brand recognition.
MPSM 605 - LUXURY BRAND MANAGEMENT IN THE FASHION INDUSTRY
By taking an in-depth look at the luxury fashion world, this course examines the issues concerning brand identity creation and brand positioning for ready-to-wear and haute couture products, as well as accessories and licensed products. In this context students study the importance of innovation in niche businesses that must manage brands and brand cachet to maintain consumer loyalty. Other issues such as brand and marketing management, communication management and the latest theories in luxury brand management will also be explored through the analysis of contemporary fashion companies.
MPSM 606 - NEW MEDIA MARKETING IN THE FASHION INDUSTRY
Successful fashion marketing communicates the value of a brand’s product or service to their target customer. Now, with the advent of new media, including e-commerce, social media, digital content, mobile GPS and interactive television, the marketing process is moving at light speed, providing companies with access to more customer information and engagement than ever. What’s more, companies have evolved from only focusing on building brands and marketing through traditional media to creating products dictated by the consumers and involving them to influence their peers.
In this class, students will explore all facets of new media through video tutorials, interviews, virtual field trips, discussions, readings, and critical analysis. Special emphasis will be placed on current new media applications, activities and campaigns using topical articles and case studies. Students will learn to identify and differentiate key new media platforms and understand the pros and cons of each, in order to build effective and targeted marketing strategies particular to each platform. Students will examine best practices related to customer engagement and management in a 24/7, customer-centric culture. They will learn how to collect, track, examine and react to data, in order to get the most return on investment. Ultimately, they will understand how to effectively utilize and manage new media and new technologies to develop greater brand awareness and build company profits. In the end, students will learn to create marketing strategies using digital media to build a long-term valued customer management system (CMS) that benefits both marketers and consumers.
MPSM 607 - FOUNDATIONS OF FASHION PR STRATEGIES & TACTICS
This course examines public relations history, theory, trends, tools and tactics, and provides an in-depth analysis of major theory and practices. Special attention is given to the influence of new media on the credibility and delivery of public relations. Students will analyze real-world case studies as context for an applied understanding of how and why to plan, execute, and evaluate these programs. Students will prepare a detailed professional communications plan that addresses an important management issue affecting a public relations or public affairs challenge. This will include an analysis of using grassroots and crisis management PR techniques to meet that challenge.
MPSM 609 - CAPSTONE IN FASHION MARKETING
During the capstone class, students have the opportunity to synthesize and demonstrate knowledge and skills acquired from the other courses completed in the program. Based on previous class content, students choose fashion marketing projects related to the changing world of fashion, product development, producers of apparel, global marketing of fashion, policies and strategies of fashion; and the relationship between sales and consumer behavior. The project necessitates the use of fashion retail analysis and developing a comprehensive marketing plan.
Prerequisite: MPSM 600 - Fashion Marketing Management
MPSX 700 - INFLUENCING IN ORGANIZATIONS
This course helps students develop influencing skills that are important to success in nearly all professional settings. The skills that are emphasized in this course include receiving feedback, making persuasive presentations, influencing others, and managing negotiations. Based upon existing work experience(s), this course will provide students with an opportunity to explore their effectiveness in a team and as individual contributors. The course is experiential and provides many opportunities for students to observe, analyze, and practice their influencing skills through role playing and other skills-development exercises.
*Prerequisite: Students must have been employed full-time during their entire enrollment in the MPS degree program at LIM College or have successfully completed two one-credit Career Exploration Internships (MPSI 690). Exceptions to this policy will be reviewed on a case-by-case basis by the Dean of Graduate Studies.