Бакалавриат
2023/2024
Маркетинг в индустрии моды
Статус:
Курс по выбору (Маркетинг и рыночная аналитика)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Бутковская Вера Петровна
Язык:
английский
Кредиты:
3
Контактные часы:
30
Course Syllabus
Abstract
Adopting a case-study approach, the course presents strategic marketing management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish, local vs. international; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global digital marketplace.
Learning Objectives
- Give an overview of fashion and luxury companies marketing.
- Introduce an understanding of fashion brands, products, price, retail, and communication strategies
- Provide insights about the international fashion industry.
- Review up-to-date practices of the fashion and luxury brands digital communications strategies.
- Underline the segmentation, targeting and positioning criteria in the fashion and luxury industry.
Expected Learning Outcomes
- Understanding of fashion brands, products, price, retail, and communication strategies
- Understanding of the segmentation, targeting and positioning criteria in the fashion and luxury industry.
- Understanding the frameworks of the international market analysis of the fashion industry.
- Understanding the specifics of the fashion and luxury market.
- Understanding the up-to-date practices of the fashion and luxury brands digital communications strategies.
Course Contents
- Give an overview of fashion and luxury companies marketing.
- Provide insights about the international fashion industry.
- International Marketing Strategy in fashion.
- International Marketing Tactics in fashion
- Digital communication strategy in the fashion industry.
Interim Assessment
- 2023/2024 3rd module0.15 * Case study 1 + 0.15 * Case study 2 + 0.15 * Case study 3 + 0.15 * Case study 4 + 0.4 * Final Exam
Bibliography
Recommended Core Bibliography
- Alpina - 34432 - Дана Томас - Fashionopolis: Цена быстрой моды и будущее одежды (краткое изложение) - 9785961400183ga - getAbstract - 2024 - https://hse.alpinadigital.ru/book/34432
- Fashion entrepreneurship : the creation of the global fashion business, Karra, N., 2022
- Fashion-ритейл : 100 секретных вопросов об управлении, Вешнякова, Ю., 2022
- Томас, Д. Fashionopolis: Цена быстрой моды и будущее одежды : практическое руководство / Д. Томас. - Москва : Альпина нон-фикшн, 2022. - 352 с. - ISBN 978-5-00139-586-7. - Текст : электронный. - URL: https://znanium.com/catalog/product/1904848
Recommended Additional Bibliography
- Spirit of luxury and design : a perspective from contemporary fashion and jewelry, , 2021
- The dynamics of fashion, Stone, E., 2019
- The fashion designer survival guide : start and run your own fashion business, Gehlhar, M., 2021
- Trademarks and fashion : а first survey in different parts of the world, , 2020
- Звездная экономика fashion-индустрии : миллениалы, инфлюэнсеры и пандемия, Томпсон, Д., 2023
- Как создать модный бренд : все нюансы от игроков fashion-индустрии, Мидоус, Т., 2021