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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 335"
COURSE NAME: "Retailing Applied to Fashion Industry"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
 HOURS: TTH 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:
COURSE DESCRIPTION:
This course focuses on issues related to retail management in the fashion industry and requires both an understanding of marketing principles as well as channel management concepts. The course reviews basic concepts related to retail business such as operations, logistics, retail channels management, retail controlling and strategic location development, which develop the student’s ability to understand performance indicators and measure store performance. Students are encouraged to focus on retail buying and stock planning, in order to fully understand how to manage in-store product life cycles. Teaching methodology is project-based and teamwork is emphasized. Teams will be required to apply fashion retailing concepts to companies’ planning processes through a proposed retail project, which will require a written strategic retail plan that is adapted to the Italian fashion market.
SUMMARY OF COURSE CONTENT:

The purpose of this course is to introduce students to issues related to Retail Management in Fashion industry.

Students will have to understand basic concepts related to fashion industry, analyze European and American fashion influences and understand fashion perspectives and theories.

Students will have to understand the role of fashion producers and suppliers and the role of intermediaries, studying supply chain in fashion industry.

Students will be asked to focus on retail buying and stock planning, in order to fully understand how to manage fashion product life cycle in store.

Students will then analyze how to manage human resources in fashion and understand careers and opportunities in fashion.

Students will understand the value of location in fashion retailing and how to analyze trading areas and select sites.

Students will also learn how fashion companies build their brands and will focus on luxury brands.

The course requires both understanding of fashion retail concepts as well as the ability to apply these concepts to fashion companies’ decision making.

 
LEARNING OUTCOMES:

At the end of the course students will be able to:

1 Understand the importance of retail business in fashion industry
2 Understand the value of locations in fashion retailing
3 Analyze the different retail organizations, focus on franchising
4 Understand opportunities and careers in fashion
5 Manage fashion product’s life cycle in store and analyze how fashion companies build their brands (brand identity and luxury fashion products)
6 Have an understanding of how to promote and merchandise fashion products
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Retail ManagementBerman EvansPearson9781292214672     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and class participation 10%
Mid-term exam 30%
Group Project 20%
Final project 35%
Elevator pitch 5%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:

Students are expected to attend all scheduled class meetings presented in the course outline. Absences, arriving late or leaving early, will reduce your attendance and participation grade. Since success in the marketing field requires a high level of interpersonal skills, grading, to a greater extent that in other classes, will be based on active class participation, interaction with the instructor and with the other students. Students are expected to read the assigned company cases. Grade will be determined by the student’s contribution, interaction and critical thinking.

Constructive class participation is expected. Unconstructive participation will be discouraged.

The class participation grade will reflect your preparation, attendance, quality and frequency of participation. More than three absences in the semester may result in up to 10 percent being subtracted from your final grade.

 

Attendance and participation grade

  • (90-100%): Consistent, high-level involvement in class discussions demonstrated through asking questions, answering questions, offering original comments, and providing evidence of analytical skills and critical thinking.   
  •  (80-89%): Consistent contributions to class discussions primarily through asking questions or answering questions. Some questions or comments consolidate the general theme under discussion.
  • (70-79%): Periodic contributions to class discussion. Answers questions or offers commentary only occasionally. Needs to be called upon to participate.
  • (<70%): Passive member of audience. Very few, and trivial, comments and questions during class. When called on, fails to demonstrate adequate knowledge of the issue raised in the question.

Use of technology in class and Moodle platform

Use of laptops and mobile phones in class is not permitted. You will be notified when you can use your laptop during reviews and group projects. If class is held from remote, students will be required to access Moodle and maintain their webcam on during class. Camera off will reduce the attendance and participation grade.

All written communications, announcements, special assignments, and the like will be posted on or sent through Moodle. Students are required to check Moodle frequently so as not to miss any important items. Ignorance shall not constitute justification.

 
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.
SCHEDULE

Introduction to retailing

Strategic planning in retailing

Marketing review: segmentation and positioning, consumers’ buying behavior, marketing research, marketing strategies

Retail Institutions by ownership: Classification of fashion retailers, direct stores, concessions and department stores (European and American department stores cases)

Franchising, licensing and acquisition strategies: entry strategies in international markets
Uncontrollable elements in international markets
Tarif and non-tariff barriers

Retail Institutions by store based strategy mix. Nontraditional retailing

Retail Operations. Trading area analysis, location analysis, store development

Stores development, store design and store concept
Visual merchandising techniques

How to manage the supply chain: manufacturers, suppliers, intermediaries

Pricing strategies in retailing

Establishing and maintaining a retail image

Advertising in fashion retailing

Brand identity and luxury goods

Human resources management in retailing. Careers opportunities in fashion, human resources management
Mistery shoppers

How to monitor store performance: monitoring the retail strategy

Technology in retailing

Ethics and law in retailing

Company cases and guest speakers in class.