FT8651 - APPAREL MARKETING AND MERCHANDISING (Syllabus) 2017-regulation Anna University

FT8651 - APPAREL MARKETING AND MERCHANDISING (Syllabus) 2017-regulation Anna University

FT8651	APPAREL MARKETING AND MERCHANDISING	LPTC

3003

OBJECTIVE:

• To acquaint the students of the concepts of business, merchandising, sourcing and export documentation

UNIT I	INTRODUCTION TO APPAREL BUSINESS	9

International apparel business pattern, basic business concepts in Indian apparel export house, business operations in China and other south Asian countries. Business patterns for Indian apparel retail and home textiles. Understanding from concept board to finished product and its sequence.

UNIT II	MARKETING FOR APPAREL AND TEXTILE PRODUCTS	9

Defining marketing, marketing mix the objectives of marketing department, market research, different types of markets, marketing strategies with respect to a product/brand, Indian apparel houses international marketing strategies and domestic marketing strategies, marketing models, B to B marketing, B to C marketing, direct marketing, digital marketing.

UNIT III	MERCHANDISING	9

Concepts of merchandising, concepts and apparel product lines, dimensions of product change, determination and development of product line and product range. Creative and technical design in garments and accessories, new product development and seasons of sale, costing, coordination and communication with the production house and export house

UNIT IV	SOURCING	9

Understanding the basics of sourcing, sourcing strategy and best sourcing practice in apparel and textile businesses, supply chain and demand chain understanding, sourcing negotiations, global co-ordination in sourcing, materials management and quality in sourcing, quick response and supplier partnership in sourcing, JIT technology.

UNIT V	EXPORT DOCUM ENTATION AND POLICIES	9

Government policies a guide lines for apparel export and domestic trade, tax structures and government incentives in apparel trade. Export documents and its purposes, banking activities, Letter of credit, logistics and shipping, foreign exchange regulation, export risk management and insurance. Export finance, Special economic zones.

TOTAL : 45 PERIODS

OUTCOMES: Upon completion of this course, the student shall be able to apply

• Concept of marketing and merchandizing in the apparel industry in India
• Procedure involved in the export of apparel

TEXT BOOKS:

1. Elian stone, Jean A samples, “Fashion Merchandising”, McGraw Hill Book Company, New York, 1985.
2. Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha , “Marketing Management A South Asian Perspective”, Pearson Education, New Delhi, 2006
3. Ruth E. Glock, Grace I. Kunz ” Apparel Manufacturing Sewn Product Analysis” Fourth Edition, Pearson Prentice Hall, NJ, 2005.

REFERENCES:

1. Shivaramu S., "Export Marketing – A Practical Guide to Exporters”, Wheeler Publishing, Ohio, 1996.
2. Warren. J. Keegan and Mark.C.Green , “Global Marketing”, Pearson Prentice Hall, New Delhi, 2005.
3. Grace I. Kunz , Ruth E. Glock, “Apparel Manufacturing: Sewn Product Analysis”, 4th Edition. Prentice Hall, 2004