School of Business

Fashion Marketing

Bachelor of Business Administration (B.B.A.)

Where Your Legacy Begins

Our Fashion Marketing major prepares the next generation of fashion professionals with the core essentials of business while simultaneously embracing the creative world of fashion. We provide a well-curated list of electives that introduce core fashion careers in buying, but also in new fashion sectors such as luxury brand marketing, management for e-commerce entrepreneurs and the new field of trend science to enable students to forecast fashion trends.

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Why Study Fashion Marketing?

Fashion Marketing aligns with students who are drawn to creative industries but also have an equally strong mind for business. Fashion marketers are entrepreneurs, digital marketers, merchandisers, buyers, a creative director, or a trend forecaster of tomorrow. We help to drive curiosity, encourage collaboration, and empower our students to create their career paths with the tools and skillsets to achieve.


Fashion Marketing majors explore theories of marketing, consumer behavior, brand marketing, digital strategy and International business. Drawing upon case study analysis and industry collaborative research, students learn to apply fashion marketing principles to solve problems and develop plans of action.

Course Requirements

Up to 57 Transferrable Units

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.

MGMT 100 Fundamentals of Business
This course allows students to discover how a business works and how it impacts society. Busi- ness is studied as an integral part of a total social, political, and economic environment in all its various functional areas: accounting, finance, management, marketing, human relations, and how these areas interact. It explores how entrepreneurs find, screen, and evaluate ideas for new business opportunities. A key part of the course focuses on student teams’ development of a business plan for a new venture. Prerequisites: None

MGMT 110 Legal Environment of Business
This course prepares students to make viable decisions within a legal and ethical framework. Subjects include the nature of law and legal process, business and the regulatory environment, administrative law of contracts and torts, statutory and common law, antitrust, partnerships and corporations, environmental law, consumer protection, and employment law. Prerequisite: WRIT 111, Academic Writing I.

ACCT 205 Financial Accounting for Decision Making
In this course, students will learn the principles of accrual accounting, basic processes of financial record keeping, and use of basic financial statements. Emphasis is on learning the strengths and weaknesses of financial accounting in order to better use accounting information to make financial decisions. Prerequisites: MGMT 100, Fundamentals of Business Enterprise; and MATH 220, Busi-ness Mathematics or MATH 249, College Algebra.




FRMK 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 375 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.

FMRK 490 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 coordinator.

MGMT 326 Management and Organizational Behavior
This course is a comprehensive overview of the management process and organizational behavior. The focus of the course is on understanding and managing human behavior in organizations. Topics include: fundamentals of planning and organizing, organizational culture and leadership, motivation, communication, managing across cultures, ethics and social responsibility, human resource management and development, interpersonal skills, teamwork and group dynamics, diversity, power and politics, authority and influence, and managing change and conflict. A high lev-el of participation is garnered through the use of cases, simulations, discussion, and viewing the class itself as a virtual organization. Prerequisite: MGMT 100, Fundamentals of Business Enterprise. Co-requisite: WRIT 112, Academic Writing II or WRIT 212, Rhetoric and Design.

MGMT 336 Management of Information System
This course analyzes the role played by information systems in a successful organization at the strategic level, where information technologies and systems can provide major competitive opportunities, and at the operational level, where the continuous flow of useful data and information is vital to managers. Students will develop the skills to use available information channels effectively and initiate new ones when the need arises. Lecture. Prerequisite: WRIT 111, Academic Writing I.

MGMT 350 Business Ethics
This course explores the process of ethical decision making in organizations. It emphasizes the development and application of moral concepts in the resolution of ethical dilemmas faced by managers and entrepreneurs and addresses the issue of social responsibility in the worldwide capitalist economic system. Lecture. Prerequisites: MGMT 110, Legal Environment of Business; MGMT 326, Management and Organizational Behavior; PHIL 210, Ethical Systems; PSYC 200, Introduction to Psychology; and WRIT 112, Academic Writing II or WRIT 212, Rhetoric and Design.

MGMT 400 Operational Methods in Value Chain Management
Value Chain Management looks at the entire stream of value-adding units and activities in an organization. The categories include primary line-management activities from inbound logistics, production, marketing and sales, outbound services, and return actions. It also includes staff functions such as HR, infrastructure concerns, development, and purchasing. The course focuses on the quantitative techniques utilized by managers in these areas for problem solving and deci-sion making in business, including areas such as linear programming models, inventory and production models, decision making and project scheduling under certainty and uncertainty, transportation and trans-shipment techniques, decision tree construction and analysis, and PERT/CPM. Prerequisites: MATH 220, Business Mathematics or MATH 249, College Algebra; MATH 226, Busi-ness Statistics; MGMT 336, Management of Information Systems; and FINA 360, Financial Management.

MGMT 461 Leadership Theory and Practice
This course provides an examination of current theory in the burgeoning field of leadership studies, emphasizing leadership skills and their place in human resources management. Ideas of self-awareness, understanding the role of the leader, and sensitivity to individuals and groups will be taught. Students will learn the significance and implementation of vision statements and engage in a study of inspiration versus domination and motivation versus manipulation. Students will also explore the creation of positive self-image and group identity. Course activities include lecture, case study, experiential exercises, and group process. Lecture. Prerequisites: MGMT 326, Management and Organizational Behavior; MGMT 350, Business Ethics; and WRIT 112, Academic Writ-ing II or WRIT 212, Rhetoric and Design

MGMT 483 Business Policy and Strategy
This course is the “capstone” course for business majors. It provides an opportunity to integrate previous studies in the functional areas of marketing, finance, accounting, production, and management. Organizations are analyzed with respect to the effectiveness and appropriateness of strategies and goals in each of the functional areas and the synergies of those areas for achieving optimal results consistent with their respective missions. The major topics covered include competitive analysis, the strategic management process, the role of the chief executive officer, strategy formulation and decision making, and strategy implementation. Lecture. Prerequisites: Senior standing; MGMT 400, Operations Methods in Value Chain Management; and WRIT 112, Academic Writing II or WRIT 212, Rhetoric and Design. Note: A minimum grade of “C” or better in this course is required to graduate.

MRKT 310 Consumer Behavior
This course will explore the nature and dynamics of consumer markets and their significance to the marketing executive. The concepts and constructs employed are used to identify and measure market segments and analysis of behavioral patterns of these segments as a basis for marketing strategy. Lecture. Prerequisites: MRKT 301, Principles of Marketing and MATH 226, Business Statistics.

MRKT 455 Market Research and Analysis
This course focuses on research as an aid to decision making. Students focus on planning the re-search approach, developing and testing questionnaires, sampling, and processing and interpret-ing data. Students will also learn to make the appropriate recommendations for marketing action. Computer assignments and a laboratory fee are required. Lecture. Prerequisites: MRKT 301, Principles of Marketing; MRKT 310, Consumer Behavior; MATH 226, Business Statistics.


FMRK 246 Retail Fashion Buying
Provides an overview of the fashion merchandising function with special emphasis on planning, buying, promotion, selling and control of fashion goods.

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, advertising in a digital world and visual techniques.

FMRK 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.

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.

FMRK 410 Fashion Production and Wholesaling
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.

MRKT 321 Advertising and Promotion Management
This course examines the functions, institutions, terminology, theories, and techniques of advertising, sales promotion, personal selling, and publicity as strategic tools of marketing. Case histories of promotional strategies are reviewed and examined. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 325 Retail Marketing Management
The functions and institutions of retailing within the framework of managerial decision making. Topics include location, buying, merchandise management, pricing, and promotion. Lecture. Pre-requisite: MRKT 301, Principles of Marketing.

MRKT 330 Sustainable Marketing
This course explores the roles of marketing in a sustainable society. Sustainable marketing has two imperatives: 1) to conduct itself in a way that advances an organization’s economic success while creating a positive impact on society and the environment, and 2) to help bring about a society that values and practices social and environmental sustainability in all its behaviors. Prerequisite requirements: MRKT 301, Principles of Marketing.

MRKT 341 Marketing on the Internet
The functions and institutions of retailing within the framework of managerial decision making. Topics include location, buying, merchandise management, pricing, and promotion. Lecture. Pre-requisite: MRKT 301, Principles of Marketing

MRKT 342 Media Marketing
This is a survey of the marketing process and its role in media. The concepts of marketing strategy, advertising management, sales promotion, public relations, marketing research, consumer behavior, and brand management are applied to topics including: theme parks and destinations, home video, television, film, and media. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 441 Sales Management
This course explores the operational decisions associated with organizing, training, and managing the sales force; sales forecasting; sales analysis and allocation of sales effort; and pricing policies. Lecture. Prerequisite: MRKT 301, Principles of Marketing.

MRKT 451 Strategic Marketing
In this course, students integrate marketing policy and strategy by working in teams to research, develop, and present a marketing plan for a project or service. This course will be conducted in cooperation with an organization under the supervision of the course instructor. Lecture. Prerequisites: Senior standing; MRKT 310, Consumer Behavior.

Top Reasons to Study Fashion Marketing at Woodbury

Industry Driven

Through our partnerships with fashion industry leaders, we lead with mentorship to build our curriculum to prepare our students for their careers.

Mentoring guidance over the years has come from companies such as IWC, Gucci, DKNY, Nike, Burberry, Christopher Baily, BCBG, Aldo, and more.

Fashion Trend Scientists

Fashion marketing students look towards the future of fashion and track trends for buyers, stylists, editors, and creative directors.

Students utilize new tools of the trade to learn how creative the world of social media data, eCommerce tracking, and algorithms can be when predicting fashion trends.


Fashion Marketing students share a curiosity to know where and how a trend or social movement comes to the surface.

Students gain insight and a new perspective on predictions and possibilities about the future.

This is Fashion Marketing

Watch Fashion Marketing students discuss how the program is preparing them to be successful professionals.

“I looked at over 40 fashion marketing programs in the nation, and two years later I'm still glad I chose Woodbury! They allotted me opportunities to travel to Las Vegas, New York, and even study abroad in Istanbul, Turkey. ”

— Ashley Ayers, Alumna

“This program has taught me the skills I will need to compete at the highest industry levels. It pushed me to move out of my comfort zone and test my limits, and understand what would be expected of me as a professional in the fashion industry. ”

— Nicole Sabolic, Alumna

“Fashion marketing at Woodbury is a fantastic program because the professors do an amazing job of integrating academics with industry experiences and knowledge.”

— Kallie Hoxter, Alumna

“The Woodbury Fashion Marketing program has helped me tremendously in preparing to enter the fashion world. The classes cover the whole spectrum of fashion marketing from garment design, to styling, to marketing.”

— Austin Criss, Alumna

“Woodbury opened my eyes to an industry I never knew existed! I always wanted to be in fashion but assumed I would have to be a designer. After completing the Fashion Journalism course my heart was set on writing and creating content for digital media.”

— Emily Jenny Cholakian, Alumna

Digital Storytelling Lab

In this course, students create a non-linear narrative for brands or retailers to share their stories on digital media (YouTube, TikTok, Instagram, etc.). Fashion marketing students create a digital narrative in social media through the power of the story. This is a unique course that expands our students’ storytelling skills within the digital space. Students create fashion marketing campaigns, activations, and digital strategies using virtual reality (V.R.), augmented reality (A.R.), and mixed reality (M.R.).


Field Experience

Students get first-hand experience meeting industry experts and hearing about the world of marketing from branding to digital strategies. Networking and exploring the process of a successful interview will be reviewed throughout the class. Opportunities to network within the industry will come with each class visit we make.

Follow Fashion Marketing on Instagram

Engage with current students, alumni, and faculty and see industry news! Use our hashtag, #WUFM to join us in conversations, view student projects, explore student events, and connect with us.

A Message from our
Fashion Marketing Coordinator


Wendy Bendoni Headshot 2020

Wendy K. Bendoni
Assistant Professor of Marketing & Fashion Marketing


“I always say that a fashion marketing student has a good head for business and, at the same time, enjoys the design process of creative industries. We encourage this way of thinking and, throughout our program, apply both convergent and divergent ways of thinking when working through innovations and business strategies. Our students become industry leaders, entrepreneurs, and creators of new business opportunities. So is the business of fashion a promising career? While changes are ahead, it is safe to say that this $1.2 trillion global industry is here to stay.”


AACSB International: The Association to Advance Collegiate Schools of Business
ACBSP: Association of Collegiate Business Schools and Programs
WSCUC: Senior College and University Commission (formerly WASC)