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.

Courses

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.

MRKT 100 Principles of Marketing
This course introduces students to the fundamentals of marketing. Through this course, the foundations of marketing will be explored, the users of marketing will be identified, the role of marketing in the organization will be examined, marketing objectives, tools and resources will be assessed, and components of strong marketing strategies will be evaluated.

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. 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.

FMRK 360 Fashion, Culture & 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. 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 cross–cultural appearance, the inherent sexism, lookism, ageism, and ethnocentricity of Western fashion; and the impact of sociological / religious / political / economic systems and beliefs on dress and adornment.

FMRK 375 Field Experience
Field Experience will enable students to gain insight and skills, encounter opportunities to test academic knowledge in working environments, and increase their understanding of potential careers. Students will receive first-hand mentoring from industry experts about the world of marketing from creative directors to digital marketing. This course will enable students to apply the knowledge you have learned in the classroom to practical 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.

FMRK 346 Innovation Think Tank
Innovation Think Tank is an interdisciplinary project-based marketing course that explores future trends tomorrow that influence the next generation of consumers. This course will conduct both qualitative and quantitative research to better understand the process of quantifying creative intelligence and identifying trends within multiple industries. Throughout the course we will identify future drivers of change in our society, capturing the zeitgeist of today and trends of tomorrow. This course will closely look for the gatekeepers who set the trends as well as monitoring the diffusion of innovation. Within this course we will look into the cultural impact of technology sector and how it shapes our society. We will explore new technology: virtual reality (VR), augmented reality (AR), wearable tech, social media digital landscape and the world of 3D printing.

MRKT 355 Market Research and Analysis
This course focuses on research as an aid to decision-making. Students focus on planning the research approach, developing and testing questionnaires, sampling, and processing and interpreting data. Students will also learn to make appropriate recommendations for marketing action.

FMRK 480 Fashion Marketing Capstone
This course will assess the fashion marketing student’s intellectual growth in their major. Through guidance from the instructor and key lectures around the field of marketing, students will engage in independent research. Each student will identify an area of interest and determine the scope of a semester-long project demonstrating marketing proficiency, conceptual originality, creative problem solving, and critical thinking. This course will help fashion marketing students apply their understanding of marketing with their research to support their vision and creativity in designing and executing their own research-based project/case study. Students will complete a marketing proposal supporting documentation and defend the core concepts synthesized as part of their research and development process.

FMRK 320 E-Commerce Entrepreneurship
This course provides an in-depth overview of an eCommerce business and retail sales tools you need to start, run, and grow a business online. The course is a heavy entrepreneur based on business planning, virtual merchandising to store operations management. Topics include selling, planning, buying, and controlling goods and services; organizational structures; retail acquisition and expansion; developing a marketing strategy, and utilizing entrepreneurial skills in a retail setting.

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: promotion strategies and activations, digital media, event development, advertising and visual techniques.

FMRK 3700 Fashion Law
Fashion professionals inevitably face legal issues at each stage of the life of a garment. As a result, fashion law is quickly emerging as not only a legal specialty but a practical necessity for anyone in the fashion industry. Specifically, this course will provide guidance and a better understanding of those issues vital to all fashion professionals, including intellectual property protections, copyright, patent, trademark, and trade dress protection; agreements for licensing, selling, and marketing fashion goods, both domestically and abroad; laws affecting treatment of employees, including civil rights and contract considerations; leasing of retail property; and international trade.

FMRK 3706 Luxury Brand Marketing
The luxury brand marketing course will examine marketing strategy across the luxury brand sector, with an emphasis on digital marketing, globalization and innovation. Students will analyze the essence of luxury branding; specifically focusing on what luxury brands represent. Students will learn how these brands define who they are and how they develop, secure and maintain their desirable reputations.

FMRK 3709 Social Media Marketing
Social Media Marketing course will explore how Social Network Platforms continues to alter the new world of digital communications and impact of the fashion industry’s overall marketing efforts. Throughout the course we will analyze the concepts of utilizing and integrating social media platforms to leverage the digital landscape to both reach and understand the fashion brand’s targeted audience. Throughout the course we will take a closer look at current fashion industry trends in social media marketing: technology, digital influencers, consumer behavior in the digital age, social media analytics, SEO, the affects social media has had on the fashion-cycle.

FMRK Influencer Marketing
The rise of influencer marketing for the past decade has increasingly grown in the age of digital marketing. In this course, we will take an analytical approach to evaluate the social data in the digital landscape While influencers, taste-makers, and gate-keepers are nothing new to marketers, the role of a social media influencer (SMI) is one of the most powerful tools a marketer can utilize. The purpose of these influencer(s) continues to have the ability to motivate social attitudes and behavior within their online community. In this course, we will review how various industries use influencers to spread their brand message as well as their over marketing strategies. We will deep dive into what makes someone an influencer, measure their true-reach, and connect the right influencer with the right brand.

FMRK 3712 The Art of Negotiation:
The Art of Negotiation will teach core conceptual principles of effective communication, persuasion, and conflict avoidance for professionals. These principles will be put into practice with dynamic learning sessions that will train students in: (a) pre-negotiation objective identification and priority-setting; (b) mastering the actual negotiation process with persuasive speech and effective non-verbal and analytical techniques; and (c) conducting post-negotiation evaluation and implementation tasks. Effective negotiations are a modern business imperative in nearly every field and context. Additionally, a successful negotiation skill set and style is invaluable in most aspects of life where decision-making is not unilateral.

FRMK 350 Fashion Styling for 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 Fashion Journalism
The course examines the history of the fashion media and its impact on the fashion industry and offers students the opportunity to write for the fashion media.   The course will explore the interrelationship between fashion journalists, public relations specialists, photographers, and designers.  Topics include effective interviewing, writing and editing articles, photo shoot organization, and the newest form of fashion journalism on through social media and blogs.

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 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.

Futurists

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.).

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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.”

Accreditations

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)