Course Title

Fashion Marketing

Course Description

Students will study the various aspects of marketing and business related to the fashion industry. They will explore careers in fashion, marketing, fashion buying, textiles, and design. Instructional areas include economics, selling, human relations, promotion, and leadership development. Application of theory will be project-based. Students will develop leadership traits and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.

Contact

Ida Fryhover
Program Specialist
405-743-5473
ifryh@okcareertech.org

OCAS Codes	OHLAP Credit	Course Length	Prerequisites
8303	No	120 Hours This course is given credit for the Carnegie Unit. This course is taught 175 days at 50 minutes per class period at the lowest common denominator in the high schools and 55 minutes per day in the Technology Center. (120 is based on a Carnegie Unit, which accounts for 175 forty-five(45)minute class periods per school year.)	Buying and Merchandising (or) Marketing Fundamentals

Knowledge and Skills

Explore the nature of fashion design and marketing.
Explain the principles and elements of design.
Explain the importance of color in fashion.
Analyze design and color fundamentals.
Define fashion marketing concepts.
Describe the basic concepts of fashion marketing.
Define and describe the seven key marketing functions used in fashion marketing.
Explain the origins of common natural and man-made fibers.
Identify aspects of quality garment construction.

Explore methods used to communicate.
Address people properly.
Demonstrate active listening skills.
Demonstrate appropriate telephone etiquette.
Create various types of basic business communications using word processing software.
Use telecommunications to conduct business with customers, vendors and co-workers.
Give written and oral directions using word processing software.
Follow written and oral directions.
Respond to customers’ and co-workers’ inquiries using a word processing software.
Translate technical language into commonly understood language.
Interpret company policies to customers.
Communicate suggestions to supervisors using a word processing software.

Explore the economic principles and concepts fundamental to business operations. Identify the effect of global trade on retailing.
Explain current retail trends driven by retail trade.

Identify tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making.
Analyze the impact of technology on retailing.
Describe the use of emerging technology to reach target markets.
Utilize merchandising software.
Obtain information from retail databases to aid in product planning and control.

Identify the processes and systems implemented to monitor, plan, and control day-to-day activities required for continued business functioning.
Explain policies and procedures for handling shoplifters.
Devise/enact merchandise security measures to minimize inventory shrinkage.
Follow up orders.
Coordinate activities with those of other departments/stores.
Prepare cash drawers. Open/Close register/terminal.

Explore fundamental knowledge of the fashion industry.
Explore trends in the fashion industry.
Research influential people in the fashion industry.
Analyze the relationship between today’s fashions and the history of fashion.
Identify the impact of cultural diversity on fashion.
Identify the major environmental influences on fashion demand.

Explore the concepts and strategies utilized to determine and target marketing strategies to a select audience.
Profile target customer.
Determine market needs.
Determine customer demand for merchandise.

Explore concepts and strategies utilized in determining and adjusting prices to maximize return to meet customers’ perceptions of value.
Select approach for setting a base price (cost, demand, competition).
Determine cost of product (breakeven, ROI, markup)
Calculate break-even point.
Describe pricing strategies.
Select pricing strategies.
Set prices.

Explore the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.
Obtain samples.
Determine quality of merchandise to offer.
Plan merchandise assortment.
Explain nature of merchandise plans.
Calculate open-to-buy.
Create/maintain daily sales plan.
Identify emerging trends.
Plan stock.
Plan reductions.
Plan purchases.
Identify components of a retail image.
Implement techniques to increase customer’s product exposure.
Obtain product exclusives.

Explore the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.
Analyze fashion information media.
Proof ads.
Analyze ad performance.
Plan special events.
Prepare store/department for special events.
Explain the use of visual merchandising in retailing.
Distinguish between visual merchandising and display.
Explain types of display arrangements.
Maintain displays.
Develop promotional calendar.
Plan/Schedule displays/themes with management.

Explore the value of participating in a student organization to develop leadership skills and career development awareness.
Demonstrate team building skills.
Share ideas for team development.
Identify leadership skills necessary to develop a career as an entrepreneur.
Lead others using positive statements.
Develop team spirit.
Enlist others in working toward a shared vision.
Share authority, when appropriate.
Value diversity.
Recognize others’ efforts.
Demonstrate leadership skills.
Research purposes and goals of a student organization.
Research scholarships available through student organizations for entrepreneurship.
Identify opportunities for leadership training and development through student organizations.

Accountability Measures, Assessments, or Evaluation Procedures

Required (1) Brainbench Certification:

• Marketing Concepts (or)
• Retail Industry Knowledge
  

http://www.okcareertech.org/mkted/courseinfo/brainbench.htm

Recommended Brainbench Certification:

• Business Ethics Awareness
• Business Concepts

http://www.okcareertech.org/mkted/courseinfo/brainbench.htm


Required ODCTE Certifications:
Skills Standards http://www.okcareertech.org/testing/Skills%20Standards/Marketing_Career_Cluster.htm

• Salesmanship

http://www.okcareertech.org/certify


Recommended Industry Certifications:

• A*S*K
  

http://www.askinstitute.org

Industry Alignments

National Standards for Marketing Education
Marketing Education Resource Center
Columbus, OH
http://www.mark-ed.org

National Content Standards for Entrepreneurship Education
Consortium for Entrepreneurship Education
Columbus, OH
http://www.entre-ed.org

Priority Academic Student Skills (PASS), Economics Standards 1-11
Oklahoma State Department of Education

Customer Service and Sales Skills Standards
Sales & Service Voluntary Partnership
National Skills Standards Board
Washington, DC
http://www.nrf.com

Curriculum Resources

The World of Fashion Merchandising, 2003, Goodheart-Wilcox
Marketing Essentials, 2006, Glencoe McGraw Hill, http://www.marketingessentials.glencoe.com
Retail Readiness Certification Prep, 2005, Thomson/South-Western
http://www.retailreadiness.swlearning.com
Fashion Marketing, 2004, (Dotty Boen Oelkers), Thomson/South-Western
http://www.swlearning.com
Marketing LAPS, (Learning Activity Packets), MarkEd, Columbus, OH, http://www.mark-ed.org
NRF Standard Color and Size Codes, National Retail Federation
http://www.nrf.com/modules.php?name=Pages&sp_id=535
DECA
http://www.deca.org
Virtual Business-Retailing
http://www.knowledgematters.com www.knowledgematters.com
Mean Jeans Manufacturing Co. 3E, Manufacturing simulation, Thomson/South-Western
OKCIS (Oklahoma Career Information System)
http://www.okcis.intocareers.org

This Course Found In These Career Majors