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Course Description
This course provides students with an understanding to know and study in general the correlation between the fields of fashion, branding and marketing. Students will also learn how to determine target markets and segmentation, the concept of marketing mix, fashion distribution and communication, design and build branding for a fashion product, and determine the right marketing strategy. Learning applies the Case Study and Project Based Learning models, and ends with designing a Business Model Canvas, and a marketing content creation project for digital marketing.
Program Objectives (PO)
- Menganalisis pasar, konsumen, kompetitor, dan lingkungan bisnis fashion secara logis, kritis, dan sistematis sebagai dasar penyusunan strategi branding dan marketing.
- Merancang strategi fashion brand yang mencakup positioning, value proposition, brand identity, dan brand storytelling berdasarkan karakteristik produk dan target market.
- Merancang strategi fashion marketing terintegrasi yang mencakup product, pricing, distribution, marketing communication, customer journey, dan brand experience sesuai dinamika pasar fashion.
- Mengembangkan dan mempresentasikan Fashion Brand Book dan Fashion Marketing Plan yang aplikatif, konsisten, marketable, dan adaptif terhadap perkembangan industri fashion.
Aktifitas Pembelajaran
-
Pertemuan 1 Konsep Dasar Fashion Branding and Marketing -
Pertemuan 2 Menganalisis Size Market and Market Environment pada industri fashion -
Pertemuan 3 Menganalisis Fashion Consumer Behaviour and Consumer Insight -
Pertemuan 4 Menganalisis Target Market and Segmentation -
Pertemuan 5 Menganalisis Marketing Research and Competitor -
Pertemuan 6 Merancang Brand Positioning and Value Proposition -
Pertemuan 7 Merancang Brand Identity and Brand Storytelling -
Pertemuan 8 Market and Brand Strategy -
Pertemuan 9 Merancang Fashion Product Strategy -
Pertemuan 10 Merancang Fashion Pricing Strategy -
Pertemuan 11 Merancang Fashion Distribution and Retail Strategy -
Pertemuan 12 Merancang Integrated Fashion Marketing Communication -
Pertemuan 13 Merancang Customer Journey and Fashion Brand Experience -
Pertemuan 14 Fashion Marketing Plan, Campaign and KPI -
Pertemuan 15 Mempresentasikan Fashion Brand Book and Fashion Marketing Plan -
Pertemuan 16 Fashion Brand Book and Fashion Marketing Plan final
References
- Bickle, M. C. (2011). Fashion Marketing: Theory, Principles & Practice. Fairchild Books.
- Posner, H. (2015). Marketing Fashion: Strategy, Branding and Promotion. Laurence King Publishing.
- Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management (5th ed.). Pearson.
- Easey, M. (Ed.). (2009). Fashion Marketing (3rd ed.). Wiley-Blackwell.
- Mitterfellner, O. (2019). Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Routledge.
Lecturer
Difficult Things About Education.
$75$10
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