MPSM 606 - New Media Marketing in the Fashion Industry

Graduate Division
In this class, students will explore all facets of new media through video tutorials, interviews, virtual field trips, discussions, readings, and critical analysis. Special emphasis will be placed on current new media applications, activities and campaigns using topical articles and case studies. Students will learn to identify and differentiate key new media platforms and understand the pros and cons of each, in order to build effective and targeted marketing strategies particular to each platform. Students will examine best practices related to customer engagement and management in a 24/7, customer-centric culture. Students will learn how to collect, track, examine and react to data, in order to get the most return on investment. Ultimately, the class will understand how to effectively utilize and manage new media and new technologies to develop greater brand awareness and increase company profits. Students will also learn to create marketing strategies using digital media to build a long-term relationships that benefits both marketers and consumers.
credit(s): 3