Sveučilište u Zagrebu
Course: Management of Textile and Fashion Marketing
Teachers in charge Ph. D. Ivan Novak, Assoc. Prof.
Study, Module Textile Technology and Engineering - graduate, Module Textile Chemistry, Materials and Ecology
Course summary 4 (2+0+2)
Knowledge verification preliminary exam
Lecture type lectures
Exercise type seminars
Subject content Fundamentals of marketing (definition of terms and essence of marketing, market typology and morphology, theoretical starting point for marketing). 2. Marketing management and contemporary forms of marketing application. 3. Market-orientated marketing strategies, planning, application and contol. 4. Testing of textile and fashion market and marketing information system. 5. Analysis of textile and fashion industry. 6. Fashion and customer behaviour. 8. Market segmentation and position of offers. 9. Planning of the program of marketing mix. 10. Products. 11. Sales and distribution. 13. Prices. 13. Promotion. 14. Marketing organization.
Aim of course Familiarization with starting points of today's global market trends, especially in the textile and fashion sectors and the market approach starting from set aims for business activities. Familiarization with marketing concepts and acquisition of competences for the management of textile and fashion marketing with the aid of various theories, methods, techniques and skills of marketing and investigation, analysis, planning, application, control and organization, respectively.
Literature necessary for course Philip Kotler: Upravljanje marketingom: analiza, planiranje, primjena i kontorla, 9. izdanje, Mate, Zagreb, 2001, ISBN 953-6070-65-0
Gini Stephens Frings: Fashion from Concept to Consumer, 7. izdanje, Prentice-Hall, New Jersey, 2002, ISBN 0-13-033571-1
Zlatko Drvar: Marketing teksitlne i odjevne industrije, Zagreb, Samobor, 1985.
Supplement literature Skupina autora: Marketing, urednici: Jozo Previši? i ?ur?ana Ozreti? Došen, Adventa, Zagreb, 2004.
Marin Buble: Management, Sveu?ilište u Splitu, Ekonomski fakultet, Split, (1993/2003.)
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CEEPUS (Central European Exchange Programme for University Studies)

Centre for Development and Transfer of Textile and Clothing Technologies and Fashion Design

International Textile
Clothing & Design

Textile Science and Economy


Textile Science Research Centre

RITEH d.o.o.

Croatian Academy of Engineering

8th Central European Conference
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