The aim of the Master’s Degree in Fashion Marketing is to provide a holistic and extensive programme of study to develop students into thought leaders with a strategic approach; and facilitate learning to solve complex and challenging problems in the fashion business context.
MA Fashion Marketing
Course overview - Summary
The aim of the Master’s Degree in Fashion Marketing is to provide a holistic and extensive programme of study to develop students into thought leaders with a strategic approach; and facilitate learning to solve complex and challenging problems in the fashion business context. The programme looks at developing individuals to function as higher managers and specialists in the dynamic fashion industry in India and abroad; whilst enhancing their ability to work with self-direction, professionalism and originality in the domain of fashion.
This full time postgraduate degree programme is designed to be delivered over a six month bridge semester, and three semesters of contact teaching, self elected learning and industry based projects and case studies. The ‘bridge’ semester looks to build in the students a sound, basic foundation for later disciplinary competencies, and developing a basic understanding of the fashion industry and business. The aim of this entry level semester is also to address student preparation for the broad spectrum of skills and concepts suitable to the learning in the Masters Level studies. In the first semester the learning concentrates on the holistic understanding and skills significant to the fashion marketing specialism. Here the students focus on marketing strategy, systems and processes. In the second semester students take their previous learning to a higher, complex and sophisticated stage of understanding and engage in application through projects, often sponsored by industry, and, therefore, coming to terms with industrial and commercial reality. This semester facilitates the students to choose an aspirational elective from three options – entrepreneurship, luxury marketing, and creative fashion marketing Communication- suiting their own employability needs. The third semester engages students in the final work leading to the MA Degree. Each student has a second engagement in industry for higher understanding and experience of professional practice.
Students interested in applying for this programme are required to have a graduate degree or diploma in any discipline of study from the science or humanities stream of a recognized university. Candidates with keen interest in fashion industry and strategic management in marketing function can join this programme. The candidate must have good degree of confidence in business communication and sound mathematical and reasoning ability. The course is very rigorous and requires candidates with fitting conceptual and analytical skills, leadership skills as well as initiative and motivation.
In the dynamic and evolving environment of the global fashion business the demand for professionals with domain specific knowledge and expertise is growing continuously. On completing the programme, students can choose to join the industry in the field of fashion business management, fashion entrepreneurship, consulting and business research, or pursue careers in academics through professional doctoral research study or teaching.
Duration of the course
This programme has a dual structure allowing for admission to candidates with previous fashion qualifications or equivalent fashion industry experience (Category A) or otherwise, (Category B) as clearly indicated below.
Category A: Graduate-degree (or equivalent) holders in fashion management, marketing, retail, merchandising, manufacturing or even design and such other qualifications, or those with work experience (without necessarily a fashion qualification), that can be considered as sufficiently equivalent to undergraduate degree-level preparation for an understanding of the complete fashion industry chain.
Category A students undergo a 3-semester, 11/2 years provision, commencing in January 2013 and ending in May 2014.
Category B: Graduate-degree (or equivalent) holders in any discipline other than fashion and without any sufficient work experience in the fashion industry undergo the programme in a 4-semester, 2 years provision. Here, the first six months (referred as Semester 0) are devoted to Bridge Studies for preparing the student with adequate fashion industry appreciation, knowledge and competencies, employing fast-track learning methodology; upon qualifying in this semester, the Category B student progresses to the 3-semester, 1 V2 years MA degree studies.
The admitted students from Category B will commence their programmes in August 2012 to undergo Bridge Studies and their progression to MA Degree studies will occur in January 2013, joining admitted students from Category A.
The Masters Degree programme has 2 provisions, all offered only at Delhi Centre.
Recruiting Companies/ Brands
Tarun Tahiliani Private Ltd, Cosmopolitan, Genesis Brands Benetton, Wills Lifestyle.
YEAR : 1
1. Phenomenon of Fashion Demand
In this module students will get a comprehensive knowledge of knowledge and its manifestations in time and space and how commercially it transforms into demand for fashionable products and services. The aim of the module is to facilitate the student: To understand elements of fashion and To comprehend the effects of various influences pervade by consumers, brands, lifestyles, culture , time and geography – on demand of fashion and fashionable products and services.
2. Market Response to Fashion Demand
This module will enable the student to comprehend the supply side of the fashion value chain business. It covers the activities of diverse economic agents engaged in supply such as product, raw materials producers, distributors, warehouses, retailers and service agents. IT systems a fashion business. The aim of the module is to facilitate the student to comprehend the complete back end of the fashion business value chain comprising raw material sources, fabricators, producers, vendors, distributors, transporters, inventory controllers, designers, exporters, retailers etc.
3. Management of Fashion Business
This module will enable students develop an understanding how fashion organizations management themselves in terms of structure, functions, systems and processes. Specifically, the module will facilitate students to understand principles and processes of management as applied in general and specifically to fashion business. The module will sensitize students to global issues as sustainability and ethics in fashion business practices, decisions and other aspects.
4. Research and Communication Skills
This module will develop the basic communication and research skills required by any business. The students will learn to select the most appropriate analytical tool and communication aid to convey findings to an audience effectively and to demonstrate conceptual understanding different types of communication. Specifically the module aims to train students to give confident oral communication and conduct systemic enquiry through collation and analysis of data from a range of sources.
Semester One :
1. Strategic Fashion Marketing
This module will enable students to know the concept of strategy as applied to the fashion business and its marketing function. Specifically, the aim of the module is to facilitate students: To conceptually understand strategy , types of strategy, its determinants and how it is formulated for fashion business To comprehend strategic intent, planning and inter connectedness of fashion-organization strategy with fashion marketing strategy To develop skill of formulating marketing strategy for a chosen fashion business case.
2. Fashion Marketing Systems and Processes
This module will enable students to know the concept of marketing function in the context of fashion business. Specifically, the aim of the module is to facilitate students to conceptually describe , distinguish and integrate the conceptual understanding of functions, systems and processes and to understand marketing mix functions and how they get formulated for fashion business.
3. Advanced Marketing Research
This module will enable students to know the advanced research techniques and methodologies as applied to the fashion business and its marketing function. Specifically, the aim of the module is to facilitate students is to conceptually understand advanced marketing research techniques, designs, tools to formulate for marketing strategies and plans for fashion business and to comprehend statistical analysis tools and develop deep analytical skills.
4. Professional Practice 1
This module will provide an opportunity for the budding post graduates get familiar with fashion business firms and relate all prior learning in fashion marketing discipline to practical professional world.
The aim of the module is to expose the students to prevalent commercial and industrial practice, standards and commitment and to appreciate fashion marketing systems and expertise available, as well as related implications.
YEAR : 2
1. Integrated Project
The module will give students an opportunity to integrate all prior learning and apply the comprehensive knowledge to solve a live industry problem Specifically, this module will facilitate students to integrate and apply the comprehensive knowledge of marketing environment, customer driven marketing strategies, integrated marketing mix, fashion communication and marketing ethics to solve a “live” fashion marketing problem, The module aims to develop critical thinking, rational enquiry and encourage self-directed learning to solve a “live” problem. The students are expected to take responsibility of own work, seek and use information, and criticize it while engaging effectively in debate in a professional manner.
2. Project Management *
This module will make students understand the principles and approaches of Project Management. The aim of the module is to facilitate students to manage issues related to project management and to know industry practice/ requirements to be a project manager and to demonstrate the abilities to manage a project and work with a team.
This module will develop in students the ability to ideate, evaluate, incubate and nurture businesses that can be scaled.The module will aim to develop in students the skill to opportunity to go beyond technical ability and to come out with viable business ideas.
Optional Modules (Any One)
3. Luxury Marketing
This module will enable students to know the concept of luxury, how luxury markets are different from others and how marketing of luxury fashion business is strategized. Specifically, the aim of the module is to facilitate students to conceptually understand luxury , luxury markets, its determinants and how it is luxury marketing tools are formulated for fashion business and to develop skill of formulating marketing strategy for a chosen luxury fashion business case.
4. Creative Fashion Marketing Communication
This module will help the student to apply one’s creative abilities in designing aids of marketing. The aim of the module is to explore innovative and creative methods of expression and marketing and to differentiate from existing marketing communication mix.
1. Masters Dissertation
The student will get an opportunity to engage in original contribution putting together achieved leanings and applying it to conceptual or empirical solution. The aim of this module is to facilitate student to develop the skills of scholarly research and application, to engage in complex problem solving innovatively and creatively and to contribute to body of knowledge in a given area of work.
2. Professional Practice II
This module is will provide an opportunity for the budding post graduates to acquire familiarity of organizational practice relating to learned discipline and to apply test and reflect upon the findings of master’s dissertation. The aim of the module is to to develop autonomous and proficient marketing professional and to set career and professional goals for oneself.
Challenging positions in brand positioning, sustenance and promotion with large national brands like Pantaloon, Reliance, RPG, Lifestyle, Globus, Piramyd, Trent, etc.
Marketing Consultants for the Lifestyle Industry
Graduate Degree (or equivalent)
Graduation in Fashion Management, Marketing, Retail, Merchandising, Manufacturing or Design
at least 3 years fashion business experience
Location : Delhi
Validation : Nottingham Trent University