BBA in Fashion Marketing

Woodbury University offers a Fashion Marketing program that provides students with a thorough understanding of the conditions, technique and requirements of marketing and promoting fashion.

The mission of the Department of Fashion Marketing is to provide the highest level of marketing education that rests on a strong liberal
arts foundation. The interdisciplinary nature of our majors cultivates successful students who have a strong and enduring sense of personal and social responsibility. We prepare students to be competent communicators who understand the complexities of our global and, technological environment.

Professionals in the field teach fundamentals of fashion merchandising, promotion and trend analysis. Advanced courses feature theories of marketing, consumer behavior and international business. Drawing upon case study analysis, students learn to apply fashion marketing principles to solve problems and develop plans of action. Laboratory experiences, field experiences and a strong senior internship program give students the exposure and experience necessary to become successful in the fashion industry. Graduates of this program are well-prepared professionals who are qualified for management positions in a variety of fashion career areas including fashion buying, store management, advertising, styling for the media, promotion, public relations and special events.

• Why learn fashion marketing?

Because fashion marketing encompasses a broad spectrum of endeavors, from product development to advertising, students can develop their specific interests and talents within the fashion marketing arena and be assured that there is a place for them within the fashion business community. No fashion company is too small or too large to need marketers. This allows fashion marketing graduates to choose the type and size of organization that suits their personal tastes.

• What do fashion marketing students learn?

  Students learn how to adapt proven fashion marketing strategies to the ever evolving world of the fashion business by learning both the psychology of why people purchase fashion products and how to effectively develop, price, distribute and promote products and services.

• How do fashion marketing students learn?

Students learn in a variety of settings and via a variety of experiences. All classes are interactive, with a minimum of formal lecture and a maximum of student-centered activities. Students are given the opportunity in each class to learn by working in groups, writing, speaking, and completing projects—all of which offer the students the opportunity to use a broad range of talents.

• What are the results of the course of study in fashion marketing?

The results of students having majored in fashion marketing are evident during their senior year in the project they produce in their marketing research course. Successful completion of the project requires a synthesis of knowledge gained during the classes leading up to this course. Students also are evaluated by their internship supervisors on a rating scale that measures the students’ abilities to perform in a fashion marketing environment.

Interested in a Woodbury BBA in Fashion Marketing? Visit our Admissions Page.



Professional Affiliations

Curriculum Summary

Required courses for Business Core(BBA) 12 36
Required courses in Major 7 21
Required internship in Management 1 3
Elective courses in Major 3 9
General Education Electives 17 51
Unrestricted Electives 2 6
Minimum courses/semester units required 42 126

Core Courses

FMRK 100 - Fashion Fundamentals
The course introduces the student to all sectors of the fashion industry. This multi-faceted industry markets not only clothing but a myriad of accessories as well. It operates at three different levels: the development and production of raw materials; the design, manufacture and wholesale distribution of goods; and the retailing of the finished product. The student will learn all phases of the marketing process and how these are repeated at each level of the industry. Emphasis is placed on the interrelationships that exist throughout the industry. Lecture. Prerequisite: none.

FMRK 235 - Trend Analysis
This course introduces the basic theories of fashion including perspectives on the nature of fashion and the fashion process, fashion life cycles, fashion leadership, and fashion adoption cycles. In addition, the course includes an overview of the means by which fashion trends are analyzed and predicted. Topics include the influence of the media on fashion, trend reporting and prediction services. Lecture. Prerequisite: FMRK 100 Fashion Fundamentals.

FMRK 360 - Fashion Culture and Society
The impact of fashion/appearance on human behavior and the role of fashion as a form of communication are studied. Theories of psychology, social psychology, sociology and anthropology are incorporated to assist in the understanding of how individuals express themselves through their appearance. The course examines the interrelationship between postmodern culture and fashion/beauty beginning with an analysis of the primal, underlying motivations for adorning the body. Topics include non-verbal communication aspects of appearance, cultural appearance, the inherent sexism, lookism, ageism, and ethnocentricity of fashion; and the impact of sociological/religious/political/economic systems on dress and adornment. Lecture. Prerequisites: FMRK 235 Trend Analysis, WRIT 112 Academic Writing II, PSYC 200 Introduction to Psychology.

FMRK 420 - Fashion Retailing
An in-depth overview of the fashion merchandising function and store operations management. Topics include planning, buying, and control of fashion goods; organizational structures; retail acquisition and expansion; developing a retail business plan; and utilizing entrepreneurial skills in retail settings. Lecture. Prerequisites FMRK 245 Trend Analysis, MATH 220 Business Math; MRKT 301 Principles of Marketing.

FMRK375 - Field Experience
An in-depth study of the fashion arena that includes a minimum six-day field experience. Topics include fashion designers, schools of fashion, manufacturers, major retailers, visual merchandising, accessories, as well as major museums, cultural activities, theater, and the financial business district. Lecture. Prerequisite: Consent from the department chair.

FMRK 490 - Fashion Marketing Internship
Students obtain practical on-the-job training in a fashion marketing environment. Work experience is complemented by an academic requirement and periodic meetings with the fashion marketing department chair. 120 hours. Prerequisite: Senior standing and FM 245; Twelve units upper-division FM/MR courses.

Some Electives

FMRK 330 - Store Planning & Merchandise Presentation
Provides an overview of the fashion merchandising function with special emphasis on planning, buying, promotion, selling and control of fashion goods. Basic merchandise mathematics are incorporated. Lecture. Prerequisites: FMRK 235 Trend Analysis.

FMRK 340 - Fashion Promotion
An analysis of fashion advertising, promotion, publicity, special events, and visual merchandising. The student will gain a better understanding of how promotion is used to attract the customer in the retail environment. Topics include: fashion show production, event development, and visual techniques.  Lecture. Prerequisites: FMRK 235 Trend Analysis; WRIT 112 Academic Writing II, MRKT 301 Principles of Marketing.

FM 350 - Fashion Styling for the Media
The course explores the field of styling and will focus on cultivating the skills needed to succeed in this profession.  The student will develop an understanding of wardrobing, research techniques, and how to build a portfolio. Lecture. Prerequisites: FMRK 235 Trend Analysis; MRKT 301 Principles of Marketing.

FMRK 365 - Fashion Journalism
The course examines the history of the fashion media and its impact of the fashion industry.  The course will explore the interrelationship between fashion journalist, public relations specialists, photographers, and designers. Topics include effective interviewing, writing and editing articles, photo shoot organization and management, and the newest form of fashion journalism the internet and blogs.  Lecture. Prerequisites: FMRK 235 Trend Analysis; WRIT 112 Academic Writing.

FMRK 410 - Fashion Production & Wholesaling
The course will examine the dynamic changes in the fashion apparel supply chain. The student will gain an understanding of the apparel supply chain including, manufacturing, product development and the distribution channel of product.  Lecture. Prerequisites: FMRK 235 Trend Analysis; WRIT 112 Academic Writing II; MRKT 301 Principles of Marketing.

Wendy K. Bendoni, MA, is an Assistant Professor and the Fashion Marketing coordinator. Wendy holds a BA in Fashion Marketing / Minor in Computer Science from Woodbury University, and a Masters in Fine Arts, Specializing in Textiles and Clothing, from CSULA. Her research focuses on new technology and how it relates to fashion marketing and trend analysis market research.  Wendy remains active in her area of expertise as a Fashion Forecaster – European/Asia correspondent for the last 23 years. In the field of Fashion Forecasting, she assists marketers, retailers, designers and manufacturers globally in developing design concepts and marketing strategies.   She has made more than 47 trips to France, England, Italy, Germany, Belgium and Netherlands to research cultural and sub-cultural trends. This has given her the authority to project local as well global trends in the lifestyle market.  Wendy has worked as the LA correspondent at WGSN for 7 years, as the International Trends Director for Report West/StyleLens for more than 23 years, and as the lead curator for the LifeStyle report at Design-Options for more than 16 years. She continues to develop new methods of tracking lifestyle trends through traditional means, but also through utilizing analytics to monitor consumer lifestyle interest and behavior on social media. 

Delta Mu Delta Honor Society

Woodbury University’s School of Business carefully selects a small group of business students – undergraduate and graduate – who have demonstrated excellence in their scholastic output.
DELTA MU DELTA HONOR SOCIETY is an International Honor Society in Business Administration at four-year universities and colleges. The organization was founded in 1913 at the School of Commerce, Accounts and Finance, New York University, New York.

Mission of DMD:
Delta Mu Delta is a business honor society that recognizes and encourages academic excellence of students at qualifying colleges and universities to create a DMD community that fosters the well-being of its individual members and the business community through life-time membership.

The purpose of the Delta Mu Delta honor society is to promote higher education in business ad-ministration by recognizing and rewarding scholastic accomplishment.

Delta Mu Delta membership provides recognition for a lifetime. As the highest international recognition our business students can earn, it is appropriate to include DMD membership on one’s resume and to wear the Key and display the certificate and other regalia with pride.

Delta Mu Delta membership is awarded to the top 20% of our Business School graduates in the Bachelor and MBA programs. Since 2000, Woodbury’s School of Business runs the Chapter “Theta Omega” of this honor society.

The DMD team consists of Dr. Satinder Dhiman, Dr. Tahmoures Afshar, Ms. Lori McCall, and Ms. Joy Tabuchi. 

Collegiate Entrepreneur’s Organization (CEO)

Woodbury University’s School of Business is the proud home to a Chapter of CEO. The Collegiate Entrepreneurs’ Organization is the premier global entrepreneurship network, which aims to serve about 30,000 students through 400 chapters and affiliated student organizations at colleges and universities. CEO’s vision is to help students achieve their entrepreneurial dreams and goals.
The mission of CEO is to inform, support and inspire college students to be entrepreneurial and seek opportunity through enterprise creation.

Some benefits of being a member of CEO are:

  • Global access to a network of fellow collegiate entrepreneurs
  • Continuous updates through an organizational electronic and print newsletter
  • Discounted registration fees to the Annual CEO Conference
  • Access to website chat rooms featuring renowned entrepreneurs
  • Access to world class Internet information
  • Communication on entrepreneurial topics using website message boards
  • Invitation to compete in student entrepreneur competitions
  • Chapter development support
  • Leadership training
  • Discounts on products and services

Members of the Woodbury CEO Chapter meet on a regular basis and are instrumental in university networking events with current students and alumni.

The adviser for CEO is Mr. Bud Walker.

The Society of Accounting and Business (WUSAB)

This organization enables Accounting and Business students to build lasting relationships and to have a better understanding of job opportunities in their field.

The advisors of the program are Dr. John Karayan and Dr. Ashley Burrowes.

Alpha Sigma Lambda (ASL)

Alpha Sigma Lambda is the premier national honor society for nontraditional undergraduate adult students. ASL aims to recognize the special achievements of adults who accomplish academic excellence while facing competing interests of home and work.

Alpha Sigma Lambda is dedicated to the advancement of scholarship and recognizes high scholastic achievement in an adult student’s career. By so doing, this Society encourages many students to continue toward and to earn associate and baccalaureate degrees. Through leadership born of effort, both scholastically and fraternally, Alpha Sigma Lambda inspires its candidates to give of their strengths to their fellow students and communities through their academic achievements.

The ASL adviser is Dr. Anne Ehrlich.

Business and Professional Women of Woodbury

The goals of BPWow is to achieve equity for all women in the workplace through advocacy, edu-cation, and information,  to empower women. to build upon and develop members into successful women, to explore, build and maintain relationships with each other as well as networking with corporate professionals, and to increase personal development.

The advisor of the program is Ms. Alexandra Saba.