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Regular version of the site
Bachelor 2023/2024

Marketing in the Fashion Industry

Type: Elective course (Marketing and Market Analytics)
Area of studies: Management
When: 4 year, 3 module
Mode of studies: offline
Open to: students of all HSE University campuses
Instructors: Vera Butkovskaya
Language: English
ECTS credits: 3
Contact hours: 30

Course Syllabus

Abstract

Adopting a case-study approach, the course presents strategic marketing management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish, local vs. international; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global digital marketplace.
Learning Objectives

Learning Objectives

  • Give an overview of fashion and luxury companies marketing.
  • Introduce an understanding of fashion brands, products, price, retail, and communication strategies
  • Provide insights about the international fashion industry.
  • Review up-to-date practices of the fashion and luxury brands digital communications strategies.
  • Underline the segmentation, targeting and positioning criteria in the fashion and luxury industry.
Expected Learning Outcomes

Expected Learning Outcomes

  • Understanding of fashion brands, products, price, retail, and communication strategies
  • Understanding of the segmentation, targeting and positioning criteria in the fashion and luxury industry.
  • Understanding the frameworks of the international market analysis of the fashion industry.
  • Understanding the specifics of the fashion and luxury market.
  • Understanding the up-to-date practices of the fashion and luxury brands digital communications strategies.
Course Contents

Course Contents

  • Give an overview of fashion and luxury companies marketing.
  • Provide insights about the international fashion industry.
  • International Marketing Strategy in fashion.
  • International Marketing Tactics in fashion
  • Digital communication strategy in the fashion industry.
Assessment Elements

Assessment Elements

  • non-blocking Case study 1
  • non-blocking Case study 2
  • non-blocking Case study 3
  • non-blocking Case study 4
  • non-blocking Final Exam
Interim Assessment

Interim Assessment

  • 2023/2024 3rd module
    0.15 * Case study 1 + 0.15 * Case study 2 + 0.15 * Case study 3 + 0.15 * Case study 4 + 0.4 * Final Exam
Bibliography

Bibliography

Recommended Core Bibliography

  • Fashion marketing communications, Lea-Greenwood, G., 2013

Recommended Additional Bibliography

  • Fashion marketing : theory, principles, and practice, Bickle, M. C., 2011
  • Mastering fashion marketing, Jackson, T., 2009
  • The fashion designer survival guide : start and run your own fashion business, Gehlhar, M., 2021
  • Как создать модный бренд : все нюансы от игроков fashion-индустрии, Мидоус, Т., 2021