FASH 321: Global Brand Management & Marketing (3 credits)
This course offered on this program explores the significance of brand management for international fashion companies. It introduces the essential elements of branding, major activities of brand management and marketing with a focus on fashion products. Global fashion brand strategies for international consumers, including luxury brands, are examined in relation to macro and micro environmental factors, and other cultural experiences such as food, design, architect, and street styles of fashion. Students will gain knowledge and understanding of the concepts and principals of branding and its link to international fashion business. Final project will be informed by both the principles of branding and the current fashion luxury market as designated, researched and articulated by students.
The program targets both fashion and non-fashion majors. For fashion majors, this course would substitute FASH430: Apparel Brand Management & Marketing. For students who have taken FASH430, they will receive FASH321 credits as a fashion elective course. Honors credit may be available (Check with the faculty director and the Honors program for approval).