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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)
- Mahasiswa mampu memahami Konsep Dasar Fashion Branding and Marketing, Size Market and Market Environment, Target Market dan Segmentation, Marketing Mix, Marketing Research, dan Fashion Distribution and Communication
- Mahasiswa mampu merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target
- Mahasiswa mampu mengembangkan pemikiran logis, kritis, sistematis, dan kreatif dalam pembelajaran fashion branding and marketing
- Mahasiswa mampu merancang dan membangun fashion brand
Aktifitas Pembelajaran
-
Pertemuan 1 Konsep Dasar Fashion Branding and Marketing -
Pertemuan 2 Size Market and Market Environment -
Pertemuan 3 Target Market dan Segmentation -
Pertemuan 4 Marketing Mix (Product and Price, Place and Promotion) -
Pertemuan 5 Marketing Research (Riset Pasar) -
Pertemuan 6 Fashion Distribution and Communication -
Pertemuan 7 Label. Logo, Brand and Packaging -
Pertemuan 8 Soal UTS -
Pertemuan 9 Merancang dan membangun fashion brand -
Pertemuan 10 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 11 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 12 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 13 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 14 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 15 Merancang dan mengimplementasikan strategi konten Instagram yang kreatif dan relevan dengan audiens target -
Pertemuan 16 Menunjukkankarakter tangguh,kolaboratif, adaptif,inovatif dan disiplindalam mengikuti pembelajaran fashion branding & marketing
References
- Bickle, Marianne C, 2011. , Fashion Marketing Theory, Principles & Practice , New York: Fairchild Books .
- Posner, Harriet, 2011. , Marketing Fashion , London: Laurence King Publishing Ltd .
- Simon Kingsnorth. 2016. Digital Marketing Strategy. London: Kogan Page Limited
- Andrew Macarthy. 2015. 500 Social Media Marketing Tips. Easy Kindle E-Book.
Lecturer
Difficult Things About Education.
$75$10
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