The main objective of this course is for the students to have an overview of the world of retail and provides them a better understanding of different functions of fashion retailing. It aims to give students a deeper understanding of the global, high-tech and ever-evolving retail industry, which plays an integral role in both national and global economies. It also a course where students can learn about the various aspects of retail operations, and the responsibilities and challenges of starting and operating a fashion retail business. This online course is an overview of retailing as part of the Buying Cycle, specifically focused on the system of distributing and showcasing fashion and complementary products and services. Students will learn how to set-up, manage and operate fashion retailing businesses by immersing them with different business functions based on the 7P’s of the retail mix: (1) Product (Merchandise and Brand Management), (2) Price (Retail Pricing), (3) Promotions (Retail Communication Mix); (4) Place (Channel Selection including Physical and Digital Distribution Points), (5) Processes (Store Operations and Back-End Support Systems), (6) People (Human Resource Management and Customer Service) and (7) Physical Evidence (Store Design, Visual Merchandising and Brand Touchpoints). Its overarching framework is critical strategic decision-making focusing on key issues such as selection of target markets, developing sustainable comparative advantage, and building an organizational structure to support strategic direction. This course requires students to develop a strategic retail plan anchored on a unique fashion concept.
This course allows the student to learn about the online retail environment and its significance into today’s fashion business landscape. As traditional brick-and-mortar models are reaching obsolescence, the fashion industry is now shifting to more dynamic, efficient, and technologically advanced selling platforms in order to serve the needs of a fast-growing digital consumer market. An examination of the current fashion e-commerce trade and digital consumerism. Branding, marketing strategies, merchandise development, technology-based distribution platforms and social media promotions will be explored and practiced. Students will be tasked to conceptualize a unique online store by designing websites, applications, and social media accounts for selling and other online selling platforms.
DIGITAL MARKETING FOR CREATIVES
Digital Marketing is an essential tool for creative entrepreneurs especially in a technology-driven era where a powerful brand image can prove to be a potent weapon in disrupting a stale industry. From building up a brand’s reputation & catering to a mobile consumer to decisions over cost-effectivity compared to traditional marketing, this course aims to decode the language of digital marketing for creative business owners and entrepreneurs who are interested in keeping up with digital trends & gaining advantage over the competition.
CONTENT CREATION AND VISUAL STORYTELLING FOR CREATIVES
In a fast-paced world where information is best relayed through digital platforms, it is necessary for creatives to be able to create and use content tailor made for their targeted market. This course teaches the fundamentals of content marketing and helps in developing a system to understand the audience to generate content ideas. It also familiarizes creatives on different types of content formats and provides strategies as to how to create stream of fresh content in different digital platforms. More importantly, to exercise the skill of integration, the ideas generated in the process will then be translated and executed into visual narratives that utilize techniques in creating videos and other tools to effectively convey the designer’s message to the intended target customer.