This course examines the definition of marketing, the concept of marketing strategy, and the elements of the marketing mix, together with marketing research, market research, market research methods, and market trends. It further explores the fashion life cycle, planning, and strategy, alongside an understanding of the customer and the development of brand identity, brand strategy, and brand management. In addition, the course addresses the methods of fashion promotion, including the promotional mix and fashion media and digital campaigns, as well as sales promotion and professional roles in fashion marketing.
