FASHION
MARKETING, MPS

The Master of Professional Studies (MPS) in Fashion Marketing is an experiential and academically-sound program to enable you to compete in the global fashion industry. Focusing on practical and theoretical knowledge of fashion marketing, you learn to recognize current marketing and business trends to create value for today’s and future consumers.

FOUNDATION 

TOTAL CREDITS: 30

SEMESTER 1

MPSM 600 - FASHION MARKETING MANAGEMENT

Successful marketing is the result of careful planning and execution using state-of-the art tools and techniques. Fashion Marketing Management provides the conceptual and practical foundations for all aspects related to marketing. Students learn about capturing marketing insights, connecting with consumers and creating long-term relationships, building strong brand equity, as well as delivering and communicating value to consumers. The principles and tools discussed in this course are applicable to the fashion industry and beyond.


MPSM 601 - STRATEGIC CONSUMER INSIGHTS IN FASHION

Today’s businesses rely more and more on consumer insights to better understand how they can provide value to their customers. This course provides concepts and tools to obtain meaningful insights about the hearts and minds of consumers. In turn, these insights serve as the basis for developing strategic advantages in the marketplace. This course examines consumer decision-making processes, individual determinants of decision-making such as motivation, learning, and emotions; and social and cultural factors that influence consumer decisions. Strategic Consumer Insights in Fashion also includes a discussion of the fashion consumer and her or his behavior related to fashion brands.


MPSM 602 - SERVICES MARKETING IN THE FASHION INDUSTRY

There are many service businesses associated with the fashion industry, such as advertising, public relations, event planning, fashion publishing and styling. These service organizations require a distinctive approach to the development and execution of marketing strategy. Successful service firms need to recognize service quality as a source of competitive advantage. This course is designed to help students recognize the unique challenges involved in marketing and managing services, including the development of strong customer relationships through service quality and customer satisfaction.


MPSM 603 - CAUSE MARKETING IN THE FASHION INDUSTRY

Cause marketing has seen significant growth in recent years. Many companies recognize that an integration of marketing and social initiatives can improve corporate image, customer loyalty and overall business goals. Topics discussed in this course include how supporting a good cause can increase product sales and consumer engagement. It also provides successful examples of cause marketing and actionable advice for integrating marketing goals with support for a good cause.


SEMESTER 2

MPSM 604 - GLOBAL MARKETING IN THE FASHION INDUSTRY

This course examines the opportunities and challenges that abound in the globalized world of fashion markets. Diverse markets (industrialized, developing and underdeveloped) are analyzed to show the varying tactics a marketer must utilize to compete and thrive in the global marketplace. Topics covered include: analysis of potential global markets, target market identification, competitive analysis, brand positioning, market testing, centralization vs. localization, customization, market entry strategies, distribution and logistical challenges and marketing campaigns for product or brand introduction.


MPSM 605 - LUXURY BRAND MANAGEMENT IN THE FASHION INDUSTRY

This course examines issues concerning the creation of brand identity and positioning by taking an in-depth look specifically at the luxury fashion world, including ready-to-wear, haute couture, accessories and licensed products. In this context students consider the importance of innovation in niche businesses, which must manage brands and brand cachet to maintain consumer loyalty. Other issues such as brand and marketing management, communication management and the latest theories in luxury brand management will be explored through the analysis of contemporary fashion companies.


MPSM 606 - NEW MEDIA MARKETING IN THE FASHION INDUSTRY

New Media Marketing addresses how fashion companies can incorporate new media approaches to accomplish their communication goals. The types of new media examined include mobile technology, social media networks, interactive television, viral marketing, online video and location-based technologies. Other topics addressed include how to identify and engage influencers to reach a company’s target market.


MPSM 607 - PUBLIC RELATIONS IN FASHION

Practical and theoretical examples of public relations in the fashion industry include: strategic planning, networking, problem solving, client liaison, pitching, understanding the media, research, the fashion market, current public relations techniques, measurement and evaluation, styling, writing and presentation. These are essential skills covered in the course. New technology, globalization, ethical awareness and sustainability, as well as the rise of social media have all influenced the ways in which businesses communicate with their public. The course also looks critically at the issues facing public relations practitioners in the fashion industry today.


SEMESTER 3

MPSM 608 - INTERNSHIP IN FASHION MARKETING

A semester long internship complements the theoretical knowledge gained in the classroom and enables students to obtain the perspective of a work environment. This internship exposes students to a part-time work experience in the fashion industry, broadening their skills in an area relevant to their career goals. In addition, students attend a weekly development seminar to strengthen their skills for seeking full-time employment upon graduation. The objective of this internship is to give students an opportunity to evaluate, appraise and relate actual job experience to coursework learned in the classroom.


MPSM 609 - CAPSTONE IN FASHION MARKETING

During the capstone class, students have the opportunity to synthesize and demonstrate knowledge and skills acquired from the other courses completed in the program. Based on previous class content, students choose fashion marketing projects related to the changing world of fashion, product development, producers of apparel, global marketing of fashion, policies and strategies of fashion; and the relationship between sales and consumer behavior. The project necessitates the use of fashion retail analysis and developing a comprehensive marketing plan.