Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14)

PG Diploma in Fashion Merchandising Apparel Marketing Management Year 1, Semester 2 Module Leader: Ms. Anjuna Dhir Module tutors: Rakhi Minocha and Anjuna Dhir Number of Credits: 15 Contact Hours: 100 Independent Learning Hours: 50 Module Assessment: Project Report / Project file 40%, Presentation & viva- 40%, Peer evaluation & log process- 20% Introduction to the module The module is designed to create understanding of the basic concepts and principles of marketing in the apparel business. This module induces an understanding of process of marketing and aims to introduce students to basics of consumer behavior. They also learn about role and reason for management of the process of marketing with an opportunity to learn about the business acumen and required skills. The Aim

To understand marketing mix functions and how they influence formulation of marketing plan for fashion businesses. To develop skills of being able to apply the basic concepts of marketing to the apparel merchandising industry. Understanding the consumers, the influencers and what influences the buying behavior and the buying process To understand issues like ethics and sustainability and their relationship to marketing

The Content Basic Marketing Definitions Needs, Wants & Demand Marketing Concepts The Marketing Environment Consumer Decision Making The basic Consumer buying process & CB Model Understanding different types of consumers Market Segmentation Concept of the Product, Product Mix and Life Cycle (PLC) Pricing Strategies Distribution (Place)-Classification of Channels of Distribution Setting up a Promotion Program & setting Advertising Budgets Basics of international Marketing Ethical supplying, environmental concerns & Sustainability

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Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14) Frings, Gini S. 1991 Fashion: From Concept To Consumer, ,Prentice-Hall, ,3 rd Edition, New Jersey Packard, S. , Winters, A. & Axelrod, N. 1990,Fashion Buying & Merchandising, Macmillan, New York Edited by Mike Easey 1995 Fashion Marketing, Blackwell Science Ltd., Oxford Priniciples of Marketing Philip Kotler, Prentice hall Publications , 12th Edition Consumer behaviour , Schiffman, L.G.& Kanuk, L.L.( 2000) Prentice Hall of India, 6th Edition, New Delhi Blog- Business of Fashion Relevant articles from trade journals and Govt. of India publications

Learning Outcomes Knowledge and understanding After studying this module you should be able to: a. Demonstrate comprehension of the global fashion market scenario with focus on apparels/ textiles/ home furnishing / accessories for domestic and international market. b. Demonstrate deep understanding of theories and concepts of marketing systems, services and processes in the domain of fashion marketing. c. Relate to a range of contemporary social and material issues in terms of ethics, environmental sustainability, cultural paradigms which impact the business of fashion and hence the marketing plan. Skills, qualities and attributes After studying this module you should be able to: a. Gather information through appropriate research techniques to analyze interconnectivity between market and design trends and lifestyle needs/wants. b. Exhibit initiative and enterprise with in a given direction to implement tasks and achieve and deliver required results within time constraints. c. Engage in confident verbal communication with lucidity and clarity. d. Reflect and evaluate self in a professional manner e. Work effectively with others as a member of a group and deliver obligations to others reliably and consistently. f. Demonstrate competence to integrate the business, merchandising and basic marketing skills. Learning Methodology The following Teaching and Learning strategies will be: Lectures, presentations, tutorials, peer learning/ peer evaluation, IT learning, MS Excel Software, industry interactions, explorations, research, and self evaluation. Emphasis would be upon student-centered activities. These include research tasks, role plays, group work, discussion, oral presentations, discussion and debate and use of interactive videos This module will be taught in two parts Apparel Marketing & Merchandising 12 weeks Consumer Behavior 12 weeks DT Week 1 Week 2 Apparel marketing & Merchandising Introduction to marketing, needs , wants and demand Fashion, evolution, Fashion market, levels of fashion Consumer Behaviour Introduction to CB Marketing and Consumer Behavior

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Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14)

Week 3 Week 4 Week 5

Fashion marketing, Fashion marketing activities, uniqueness of fashion marketing Marketing Environment ( Macro & Micro Factors) The marketing mix ( 4ps of marketing) product, Product classification, PLC Curve, Pricing decisions and strategies, Distribution, Advertising, PR, Sales Promotion The marketing mix ( 4ps of marketing) product, Product classification, PLC Curve, Pricing decisions and strategies, Distribution, Advertising, PR, Sales Promotion The marketing mix ( 4ps of marketing) product, Product classification, PLC Curve, Pricing decisions and strategies, Distribution, Advertising, PR, Sales Promotion The marketing mix ( 4ps of marketing) product, Product classification, PLC Curve, Pricing decisions and strategies, Distribution, Advertising, PR, Sales Promotion No class field trip

Consumer as an individual

Consumer as an individual

Group buying behavior

Week 6

Group Buying Behavior

Week 7

Understanding Indian Consumer Understanding Indian Consumer

Week 8-9

Week 10

Week 11

Market segmentation ,Targeting, Differentiation Branding

Pre-purchase behavior, Post purchase Behaviour Decision making process Project Mentoring Formative Jury Project Mentoring

Week 12 Week 13 Week 14 Week 15 Week 16 (23rd April)

Submission of Report; Presentation

Assessment Plan Week 13 Assessment Project report Weight age (Weight age 40%) Presentation Assessment Plan Marks Learning Outcomes 100 The student should be able to : Demonstrate deep understanding of theories and concepts of marketing systems, services and processes in the domain of fashion marketing.

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Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14) 40 % Viva peer20 % /log/ Demonstrate competence to integrate the business, merchandising and basic marketing skills. Exhibit initiative and enterprise with in a given direction to implement tasks and achieve and deliver required results within time constraints. Work effectively with others as a member of a group and deliver obligations to others reliably and consistently. Engage in confident verbal communication with lucidity and clarity & Reflect and evaluate self in a professional manner

Assessment Assessment Brief Weight age 100% The Assessment method/Process This is an integrated project of marketing modules, namely AMM and CB, utilizing your understanding of research, merchandizing and processes. 1. You are allocated a consumer segment, which is selected on the basis of draw of lots. 2. You are to study your consumer segment in totality, in the NCR region. You shall focus on their lifestyle, preferences, the brands they like, their attitudes, their values etc. and identify the sub-segments if any. You are to identify the apparel- lifestyle brands catering to your segment. 3. You pick a representative brand and do a complete study of the brand w.r.t the product mix, the pricing strategies, the selling points along with promotion. 4. Identify a strategic problem/gap/ in your brand/ segment business space and suggest possible solutions. The aim of this project is to anaylse your understanding of conceptual framework of basic underlying marketing concepts .and their application in your industry. You shall be assessed on the depth and width of your study, sources used, proofs of authentication, team work efficiency, timeline efficiency, presentation of data and presentation skillsbesides the quality of your work The quality and comprehensiveness of your study, and gap identification shall make difference to your marks The broad division of marks is; final file 40% Presentation & viva- 40% Peer evaluation & log process- 20% You are free to use internet as a secondary source of data but it cannot be the sole provider of information. Primary study carries more credence and variety of sources and methodologies used shall be seen. Plagiarism shall be taken as an offence-proper referencing is an absolute must. Please enforce Harvard style of referencing. The following Rubric indicates how you will be graded for your assessment:

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Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14) Demonstrate deep understanding of theories and concepts of marketing systems, services and processes in the domain of fashion marketing. Demonstrate competence to integrate the business, merchandising and basic marketing skills. Exhibit initiative and enterprise with in a given direction to implement tasks and achieve and deliver required results within time constraints. Work effectively with others as a member of a group and deliver obligations to others reliably and consistently. Very well though out, mature, independent, practical enterprise exhibited by group working together, following deadlines and delivering timely and effectively Well though out, mature, independent, practical enterprise exhibited by group working together, following deadlines and delivering timely and effectively Thought out, mature, independent, practical enterprise exhibited by group working together, following deadlines and delivering timely Engage in confident verbal communication with lucidity and clarity & Reflect and evaluate self in a professional manner

Distincti on (above 70%)

First Class ( 6069%)

Second Class (5059%)

fail (Below 50%

Highly independent, comprehensive, accurate, structured documented information and analysis in the realm of application of marketing concepts the given topic Good ability to create independent, comprehensive, accurate, structured documented information and analysis in the realm of application of marketing concepts the given topic Fair ability to create independent, comprehensive, accurate, structured documented information and analysis in the realm of application of marketing concepts the given topic Lack of display of ability to create independent, comprehensive, accurate, structured documented information and analysis in the realm of application of marketing concepts the given topic

Very high level of integration of the learning and application of information and learning across the various modules evident through the work High level of integration of the learning and application of information and learning across the various modules evident through the work Fair level of integration of the learning and application of information and learning across the various modules evident through the work Fair level of integration of the learning and application of information and learning across the various modules is not evident through the work

Very well presented,coherent, independent, practical and articulated analysis & presentation of well thought out reflections in a professional manner Well presented, coherent, independent, practical and articulated analysis & presentation of well thought out reflections in a professional manner

Coherent, independent, practical and articulated analysis & presentation of reflections in a professional manner

Mature, independent, practical enterprise is not exhibited by group working together. There is no following deadlines and timely delivery

In Coherent, impractical and badly articulated analysis & presentation of reflections in a nonprofessional manner

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Fashion Merchandising - Module Guide PGD Fashion Merchandising Year 1, Semester 2 (2012-14) Feed Back As part of the interim evaluation/ presentations at the end of each stage of the project, you will develop an understanding of how you are progressing through peer evaluation and tutor feedback. Following the final assessment, you will receive a copy of your feedback. This will contain a conclusive series of comments and a provisional module mark. This is an indication only of the band (dist, first, second, Third/ Fail) of your final grade for the module. The grade for the module is subject to the ratification of the exam board which will be held at the end of the academic session. If you have a problem special situation If you have any problems with the module or the work, see your module tutor as soon as possible. They may be able to help, and sooner a problem is identified, the easier it will be to sort out. If you are ill or have other special situations which might affect your ability to meet deadline, you may be entitled to an extension. See also the students handbook for further information and help. Anjuna Dhir Module Leader

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