2018-2019 Undergraduate Catalog

MK 350 Fashion Brand Marketing

This course encompasses the history, development, and process of brand marketing in the fashion industry. The array of national, designer, private label, store, and corporate brands, their background, and developmental strategies will be covered. Through the understanding of brand elements, brand equity, and brand communications, the student will create a positioning brief and launch their own fashion brand as a final project. In addition, this course will examine brand global expansion through such vehicles as licensing and franchising.

Credits

3

Prerequisite

MK 201 Principles of Marketing and MK 240 Fashion Marketing