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Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
G.DE KERVILER
Stakeholder(s)
Gwarlann de KERVILER
Présentation
Prerequisite
No prerequisite required
Goal
* Learn the key aspects of marketing function and the specificities of marketing for the fashion and high-end fashion industry, employing state of the art techniques to solve complex business issues in that industry.
* Understand the customers' motivations and behaviors in fashion consumption.
* Know how to craft a marketing strategy with an international mindset.
* Develop skills to analyze and manage brands and the four Ps, keeping in mind firms' intercultural and CSR perspectives.
* Acquire the necessary skills to generate sustainable solutions for marketers in the fashion industry.
* Demonstrate an international mindset
* Generate sustainable solutions for organizations
* Predict how business and economic cycles could affect organizational strategy
* Employ state-of-the-art management techniques
* Understand the customers' motivations and behaviors in fashion consumption.
* Know how to craft a marketing strategy with an international mindset.
* Develop skills to analyze and manage brands and the four Ps, keeping in mind firms' intercultural and CSR perspectives.
* Acquire the necessary skills to generate sustainable solutions for marketers in the fashion industry.
* Demonstrate an international mindset
* Generate sustainable solutions for organizations
* Predict how business and economic cycles could affect organizational strategy
* Employ state-of-the-art management techniques
Presentation
he course will encourage students to analyze and solve complex problems through case discussions in order to be able to formulate strategically-appropriate solutions.
The class will cover the following areas:
Market analysis and specificities of Marketing function in the Fashion Industry, with an international mindset
Segmentation, targeting and positioning strategy
Fashion products and prices management
Fashion brands development taking into account the social and environmental company responsibilities
Fashion brand Communication with a multicultural perspective
The class will cover the following areas:
Market analysis and specificities of Marketing function in the Fashion Industry, with an international mindset
Segmentation, targeting and positioning strategy
Fashion products and prices management
Fashion brands development taking into account the social and environmental company responsibilities
Fashion brand Communication with a multicultural perspective
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 14,00 | ||
| Charge de travail personnel indicative | 12,00 | ||
| Individual Project | 8,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The course will be assessed through continuous evaluation of in-class participation and assessment. There will be group projects to prepare for each session. Moreover, there will be a final written exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 10,00 | 0 | 20,00 |
| Expression écrite | 6,00 | 0 | 20,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 0 | 20,00 |
| Autres | |||
| Projet Collectif | 14,00 | 0 | 20,00 |
| Projet Individuel | 6,00 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
No book is required but a list of cases will be distributed -