Cultivating Innovative Leaders for a Sustainable Society
Woodbury Fashion Marketing program prepares the next generation of fashion professionals with the core essentials of business while simultaneously embracing the creative world of fashion. The goal of the Fashion Marketing program is to give students the tools to launch, promote and support the brands that they connect with. The program provides 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.
Woodbury’s Fashion Marketing degree is a leader in embracing cutting-edge technology to meet the needs of today’s digital landscape. By combining core business courses for the real world with creative awareness, Woodbury helps to develop future leaders who practice business with a conscience.Apply Request Information Take a Tour
Fashion is a $1.2 trillion global industry, with more than $250 billion spent annually on fashion in the United States according to industry analysts.
(Source: Economic Impact of the Fashion Industry, Joint Economic Committee)
The Fashion Marketing program prepares students for careers as professionals, entrepreneurs and fashion industry leaders. Students learn the fundamentals of the business of fashion: trend analysis, retail marketing, consumer behavior, fashion psychology, social media marketing, promotion, entrepreneurship to start your own business and forecasting insight for the creative industries.
Fashion marketers need a good head for business and, at the same time, enjoy the creative process of design. As a part of this dynamic industry, fashion marketers are storytellers conveying messaging about fashion products and brands using the latest technologies and ideas.
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Instagram launched a new US-only feature on Monday, allowing selected brands to tease product drops and limited collections to drum up buzz before release. The feature was launched as part of Instagram Checkout with 20 brands, including Adidas and Levi’s. Instagram’s head of fashion Eva Chen says it’s a way to capitalise on behaviour that’s already taking place on the platform. Data Source: Adobe #WUFM #FashionMarekting #fashionmerchandising #fashionprogram #fashionclass
Internships are a required component of the BBA in Fashion Marketing.
According to the U.S. Bureau of Labor Statistics, there is expected to be a 41% increase in jobs in marketing and market research by 2020
Throughout the Fashion Marketing program, students learn the power of innovation by learning to anticipate consumers’ interests and the emerging behaviors that drive the fashion industry. Courses such as Innovation Think Tank, enable students to learn to identify shifts in popular culture as well as the anatomy of a trend as a means for gauging the future of consumer interests.
The Fashion Marketing program offers a series of courses that help students identify trends as well as gain the knowledge and foresight needed to put them into action. The future of fashion requires that the next generation of fashion marketing professionals be able to identify future trends in real-time. Thanks to an industry-driven curriculum, Woodbury offers students courses that introduce new data insight through a variety of social media and online tools, all of which prepare them for a variety of careers in areas such as buying and trend forecasting.
Courses that contribute to forecasting interests:
“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.”
The study away program is an in-depth examination of the fashion industry from concept to market from a global perspective. This includes an eleven-day field experience. Topics include: fashion design conceptual design, fashion forecasting, retail marketing, manufacturers, social media and digital marketing, visual merchandising, as well as major museums, and cultural activities. In addition, a variety of companies from several industries will be visited as well.
Intimate classrooms, state-of-the-art auditorium, MAC and PC computer labs, on-campus library, and art galleries.
Fashion Marketing is a four-year degree program where students 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.
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 department chair.
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.
Woodbury’s faculty are accomplished, caring academics and professionals dedicated to supporting the success of students throughout their academic journey. They bring their professional expertise to students and work closely with them to teach the skills and theory required to enter professional practice or pursue advanced study. Through this individual attention, Woodbury fosters close mentoring relationships between faculty and students in a supportive and encouraging environment.
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ACBSP: Association of Collegiate Business Schools and Programs
WSCUC: Senior College and University Commission (formerly WASC)