Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 335"
COURSE NAME: "Retailing Applied to Fashion Industry"
SEMESTER & YEAR: Spring 2015

SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: TTH 3:00 PM 4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:

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.

SUMMARY OF COURSE CONTENT:
The course analyzes how fashion companies position themselves and how they segment the market. The courses analyzes location and stores development in fashion industry and how companies communicate their presence in the market place.
Students will also look at strategic planning in retailing and how retailers apply marketing concepts

LEARNING OUTCOMES:

Understand the importance of retail business in fashion industry

Understand the value of locations in fashion retailing

Analyze the different retail organizations, focus on franchising

Understand opportunities and careers in fashion

Manage fashion product’s life cycle in store and analyze how fashion companies build their brands (brand identity and luxury fashion products)

Have an understanding of how to promote and merchandise fashion products

TEXTBOOK:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments	Format	Local Bookstore	Online Purchase
Retail Management, 12th edition	Berman Evans	Pearson	9780132720823

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Class attendance	Students are expected to attend all scheduled class meetings presented in the course outline. 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, the major emphasis is on the quality of the contribution made and not the quantity.	10%
Marketing test		15%
Final exam		40%
Mid term examination		35%

-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:

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

More than two absences may result in up to 10 percent being subtracted from your participation grade.

More than three absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.

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 fashion retailing. Overview of the fashion industry, European and American fashion influences, fundamentals of fashion, Fashion principles and theories

Strategic planning in fashion retailing

Segmentation and positioning in fashion retailing

Classification of fashion retailers, direct stores, concessions and department stores

Franchising, licensing and acquisition strategies: entry strategies in international markets

The supply chain in fashion retailing Fashion manufacturers and suppliers, Fashion intermediaries: managing intermediaries

Brand identity and personality: luxury goods

Luxury goods management

Locations analysis, Store design, store concept

Store development, trading areas analysis, sites selection

Advertising and promotion in fashion

Visual merchandising in fashion retailing, store lay out, store image

Consumers’ buying behavior in fashion

Pricing strategies

Marketing strategy

Careers opportunities in fashion, human resources management