Management of Textile and Fashion Marketing

Teachers in charge

prof. dr. sc. Ivan Novak

summary

4 (2+0+2)

ECTS

5

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 Previšić i Đurđana Ozretić Došen, Adventa, Zagreb, 2004. Marin Buble: Management, Sveučilište u Splitu, Ekonomski fakultet, Split, (1993/2003.)