MPSM 614 - Global Luxury Brand Marketing in the Fashion Industry

Graduate Division
This course examines the opportunities and challenges that abound in the globalized world of fashion markets. Diverse markets (industrialized, developing, underdeveloped, niche and luxury) are analyzed to show the varying strategies and tactics a marketer must utilize to compete and thrive in the global marketplace. Topics covered include: analysis of potential global markets, target market identification, competitive analysis, brand positioning and management, market testing, centralization vs. localization, customization, market entry strategies, distribution and logistical challenges and marketing campaigns and communication management for product or brand introduction and building consumer loyalty.
credit(s): 3