Branding and Marketing in Fashion BusinessLaajuus (4 cr)

Objective

After completing the course, students will be able to
• recognise the importance of branding in fashion business and the basics of brand building and management
• identify key marketing concepts
• define the basics of marketing communication
• recognise the characteristics of different distribution channels
• compare various sales methods
• describe the connection between sales, marketing, and assortment planning.

Content

• The importance of branding in business
• Brand building and management
• Characteristics of distribution channels
• Goal-oriented sales
• Positioning, segmentation, and target customer
• Marketing planning and its connection to assortment planning and sales
• Key marketing concepts and forms

Qualifications

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Assessment criteria, satisfactory (1)

Students recognise the importance of branding in fashion business and understand the basic concepts of brand building and management. They can name key marketing concepts, but their application is limited. They can define the basics of marketing communication simply. Students recognise the characteristics of different distribution channels, but the description remains general. They can describe the connection between sales, marketing, and assortment planning at a general level.

Assessment criteria, good (3)

Students can explain the importance of branding in fashion business and the basics of brand building and management. They know key marketing concepts and partially apply them. They can define the basics of marketing communication and understand its role as part of a marketing strategy. Students can describe the characteristics of different distribution channels and justify their importance in business. They can describe and analyse the connection between sales, marketing, and assortment planning in business.

Assessment criteria, excellent (5)

Students can analyse the importance of branding in fashion business and critically examine its building and management. They master key marketing concepts and can apply them. They understand the basics of marketing communication and can plan communication strategies. Students can evaluate and compare the characteristics of different distribution channels and their impact on business. They deeply understand the connection between sales, marketing, and assortment planning and can suggest development measures for their integration.

Assessment criteria, approved/failed

Students recognise the importance of branding in fashion business and understand the basic concepts of brand building and management. They can name key marketing concepts, but their application is limited. They can define the basics of marketing communication simply. Students recognise the characteristics of different distribution channels, but the description remains general. They can describe the connection between sales, marketing, and assortment planning at a general level.