Download Lab/ Practical

Course Title: : Fashion Marketing Strategies
Course Level: PG
Credit Units:
L
Course Code:
2
T
1
P/S
SW/F
W
-
-
TOTAL
CREDIT
UNITS
3
Course Objectives:
The students get an opportunity to learn the components and construction of a strategic marketing plan, and they will gain considerable
experience in the analysis of complex marketing decisions.
Pre-requisites:
The students should have understanding of the basic principles and concepts of marketing.
Course Contents/Syllabus:
Module I Strategy Formulation
Descriptors/Topics
Strategy Formulation – Vision, Mission, Objectives and Goals of business and their relationship with
Strategic Marketing Management. Considerations for formulation of marketing strategies for all
components of Product, Price Promotion and Distribution
Module II Strategic Marketing Management
Descriptors/Topics
Strategic Marketing Management – Objectives & concept of Strategic Marketing
Management-Strategy Definition. Nature of Industrial Marketing: Industrial Marketing Vs. Consumer
Marketing Relational approach to Industrial Marketing.
Module III Strategy Implementation
Descriptors/Topics
BCG Matrix, GE 9 Cell Model as basic foundation of Strategic Marketing, McKinsey’s 7s framework
for
analyzing and improving organizational effectiveness.
Marketing Strategy Implementation – Integration of Marketing Strategies and their application to
different business sectors – FMCG, Industrial, & Services.
Weightage (%)
15
20
20
Module IV Constraints in marketing strategy implementation
Descriptors/Topics
Constraints in marketing strategy implementation. Fashion Product Life Cycle –Industrial Product
Mix determinants viz. technology – competition – operating capacity – shift in location of customers –
government controls – changes in level of business activity.Channel Structure for Industrial Products –
Geographical, size, operating characteristics – manufacturers’ and sales agents – Brokers - Channel
Logistics
Module V Pricing
Descriptors/Topics
Pricing for Fashion Products – Pricing Objectives - Price Decision Analysis –
Breakeven analysis – net pricing – discount pricing – trade discounts – geographic pricing – factory
pricing – freight allowance pricing – Terms of Sale – Outright purchase – Hire-purchase – Leasing.
Purchasing systems – Auctions-Documentation – bids – order placement – follow up – receipt and
inspection.
20
Module VI Promotion
Descriptors/Topics
Promotion – Stimulating primary demand – Sales appeal – Publicity & sponsorships – Trade shows –
exhibits – Catalogs – Samples – promotional letters. Marketing Strategy Case Studies
10
15
Student Learning Outcomes:
 Appreciate the importance of mission and vision statements,
 Ability to use basic models of strategy formulation in understanding the strategies formulated by various companies and their
relative positioning..
 Analyse the various pricing strategies used by the company
 Determine the models of growth and expansion used in the industry.
Pedagogy for Course Delivery:
The class will be taught using theory and Lectures. Secondary research based projects and market surveys would be used to provide
industry specific inputs. Case studies would be an important part of the teaching for building an understanding of the strategies used by
various companies.
Lab/ Practicals details, if applicable:NA
List of Experiments:
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Assessment/ Examination Scheme:
Theory L/T (%)
Lab/Practical/Studio (%)
End Term Examination
100%
Theory Assessment (L&T):
Theory
Continuous Assessment/Internal Assessment
End Term
Examination
Components (Drop
down)
CT
P
A
-
Weightage (%)
15
10
5
70
Lab/ Practical/ Studio Assessment:
Continuous Assessment/Internal Assessment
Components (Drop
down
Weightage (%)
Text & Reading:









Porter Michael: Competitive Advantage
Porter Michael: Competitive Strategies
Hill, Alexander, Cross, Industrial Marketing
Reeder, Brierty, Reeder, Industrial Marketing – Analysis, Planning and Control
Kotler Phillip , Marketing Management: Analysis, Planning & Control
Kazmi,Azar Business Policy & Strategic Management
Nigel F. Piercy, Strategic Marketing
David W. Cravens
TMH Ed. - Boyd Walker, Mullins Larrech, Marketing Strategy,
Additional Reading

Any other Study Material:
 Slides
 Compiled Notes from internet
End Term
Examination