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Learning outcomes |
Develop in the students the critical spirit, teamwork, research skills, ability to generate new ideas, ability to adapt to new situations and ability to apply knowledge in practice.
Understand the importance of Marketing in the context of the Fashion business, especially with regard to its contribution to a better performance of apparel sales points.
Describe the players in the B2C and B2B fashion markets, as well as the purchasing decision processes.
Identify new forms of trade and understand and apply some marketing techniques and tools in the clothing trade.
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Main Bibliography |
Brennan, R., Canning, L., McDowell, R. (2020). Business to Business Marketing. 5th edition. Sage Essential Reading Easey, M. (2009). Fashion Marketing, 3rd edition, Wiley Blackwell.
Jobber, D., Lancaster, G. (2015). Selling and Sales Management. 10th edition. Pearson.
Kotler P., Keller, K.L. (2016). Marketing Management, 15th edition, Upper Saddle River, Pearson Education.
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