Program Details


Program Outline

Our Bachelor of Business Administration with a specialization in Fashion Marketing combines core courses in business fundamentals with in-depth study of the fashion industry that emphasizes retail fashion marketing, trends, media and technology. Plus, you can develop key business skills such as team leadership, accounting and finance.

You Can Learn How to:

  • Apply quantitative tools to analyze contemporary business functions and practices
  • Apply the concepts and principles of finance, economics and accounting to make effective decisions in the global business environment
  • Examine the implication of technology, media and the Internet on today’s businesses
  • Demonstrate a comprehensive knowledge of the fashion industry, fashion marketing, its products, markets, consumers and marketing activities
  • Analyze and interpret trend and market information
  • Develop innovative marketing solutions based on sound analysis of market information and marketing theory
  • Leverage an understanding of media, technology and the Internet to enhance promotions and branding
  • Design a research project that includes defining the problem, developing an approach to it and formulating the research design
  • Analyze cases that focus on key marketing management tasks, such as marketing research, sales forecasting, product and brand management, distribution channels, pricing and promotion as well as advertising strategies

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General Education

BUSN 125 Applied Business Mathematics


COMP 101 Introduction to Computers


COMP 102 Introduction to Computers Lab


ECON 220 Microeconomics


ECON 224 Macroeconomics


ENGL 106 English Composition I


ENGL 107 English Composition II


HUMA 205 Art Appreciation


HUMA 215 Topics in Cultural Studies


PRES 111 Presentation Essentials




SCIE 206 Biology


SCIE 207 Biology Lab


SCIE 210 Environmental Science


SCIE 211 Environmental Science Lab


General Education Electives (1)


Total Credit Hours: 58.5


General Electives

A combination of 8 electives dependent on Program

Total Credit Hours: 36

Students enrolled in the Fashion Marketing Specialization Option are required to take: FASH 212, Historical and Contextual Studies, in place of HUMA 205 Art Appreciation; and FASH 209, Fashion Cycle, in place of one General Elective.

Lower Division Core

ACCT 205 Principles of Accounting I


BUSN 105 Introduction to Business


BUSN 150 Legal and Ethical Environment of Business


MKTG 205 Principles of Marketing


Total Credit Hours: 18

Upper Division Core

ACCT 310 Managerial Accounting


BUSN 311 Quantitative Methods and Analysis


FINA 310 Financial Management


MGMT 310 Management and Leadership of Organizations


MGMT 315 Survey of Human Resource Management


MGMT 305 Management Information Systems


Total Credit Hours: 27


Fashion Marketing


FASH 301 Fashion Trends


FASH 306 Fashion Branding


FASH 308 Media & PR


FASH 310 Fashion Buying


FASH 312 CAD for Fashion Marketing


FASH 343 Textiles


FASH 409 Visual Merchandising


MKTG 305 Marketing Management


MGMT 499 Program Capstone



Classes Overview

At AIU, more of the courses you take, on average, are devoted to your field of interest than at other similar schools. Your classes may include:

Fashion Trends

In Fashion Trends you will look at how they arise by considering macro business environmental drivers as well as social and cultural influences. You will consider trend identification, market assessment and competitive response strategies. This will be appropriate preparation for fashion product development, range planning and the exploitation of market opportunities.

Fashion Branding

In Fashion Branding you will explore contemporary fashion brands and examine the strategies they use to create a unique personality, generate appeal and generally develop a "desirability factor" for potential consumers. This course will build directly on your skills and knowledge by deepening the understanding of the complexity of brands and branding, from conception and development, through to the management and marketing of the end products. The course will cover the development of values and ethics required to develop successful brands, as well as the creation of identity, revitalization and extension strategies. You will also explore the implications of changing environments for fashion consumers and fashion brands, and employ creative thinking, innovative problem solving and applied skills and methodologies to investigate and develop appropriate solutions to brand strategies.

CAD for Fashion Marketing

CAD for Fashion Marketing re-enforces the application of creative software (Photoshop, Illustrator, etc.), to advance student's skills with computer applications used to enhance fashion presentations including color rendering of drawings and drafting of flats. Students will design a collection, and all the appropriate accoutrements that sit alongside the collection. Students will then take this work and develop and present it in a professional manner using the CAD skills learned in this class.

Fashion Buying

Fashion Buying presents buying practices and techniques, with an examination of consumer buying power, major market resources, governmental regulations and merchandise analysis. Through a simulated experience, students will conduct research and plan a six-moth seasonal dollar merchandise plan. A final product book will include all stages of development of the seasonal merchandise plan including trend forecasting, vendor negotiation, and profitability analysis.

Media and PR

In Media and PR you will learn how fashion communications are planned, written, managed and delivered. Through directed activities you will experience situations replicating the "real-life" of working in the fast paced roles of fashion public relations and journalism. These assignments will develop your knowledge and understanding of the dynamics and interplay between the key fashion promotion sectors, highlighting the methodologies required for building successful working relationships within these roles. During this course, you will be expected to work with a degree of autonomy, structuring your own time management and applied research to a professional level and developing your professional and communication skills to a higher level. You will also be required to utilize a range of new and emerging technologies and applications to the media and communication assignments.


The textiles course is a basic study of fibers, yarns, fabric construction methods, coloring processes, and finishing techniques. Emphasis is placed on the practical application of this knowledge in judging performance and in the proper use and care of fabrics used in the apparel industry.

Visual Merchandising

Effective retail display and space are essential elements of a fashion company's brand image. In this course, students study the key principles and techniques used globally in the retail environment. Students develop a capstone project that incorporates all aspects of store planning and design (e.g. exterior signing, interior signing, walls, floors, lighting, sound, merchandise, fixtures, mannequins, window displays, and wall elevations). Visual merchandising in the e-tailing environment is also examined.

Marketing Management

This course explores the application of management principles to the marketing function. Emphasis is placed on the application of planning, implementation, controlling, and evaluation of marketing strategies as the means for achieving an organization's objectives.

Principles of Marketing

Students will study and apply the fundamentals of marketing within an organization and the contemporary market environment. The course will focus on marketing strategy and development of a marketing mix.

Historical and Contextual Studies

In Historical and Contextual Studies you will be introduced to studying fashion from a historical and contextual viewpoint. The course will introduce fashion as a cultural phenomenon that will enable you to develop an analytical approach to contemporary fashion. Fashion is understood as object, image and idea and will be explored as such through the analysis of designs, images and ideas. The course will explore the links between clothing and other mediums and will be thematic as well as historically chronological in approach. You will be introduced to methods of inquiry and terminology which you will be able to use in your own marketing and/or design practice.

The Fashion Cycle

In The Fashion Cycle you will gain a broad understanding of the fashion industry and the different contexts in which it sits. You will gain a good understanding of the structure of the industry and the way that fashion works. This will provide you with a good foundation on which to build deeper specialist knowledge as you move through your fashion program. You will learn how to explore the business of fashion through investigation, observation and gathering of materials. You will learn to question, discuss, and argue about current fashion business issues and to put forward ideas and information in presentations and written work. You will learn how to know what is happening at the forefront of fashion, and to think about the future for fashion.

Program Capstone

The emphasis in this course is on applying and synthesizing concepts and techniques from all previous business/concentrations courses. The class sessions are designed to familiarize students with the many dimensions of business, with special emphasis on the area of specialization.

View the Course Catalog

Tuition and Fees

Tuition and Fees

Don't let tuition worries stop you from pursuing a degree. AIU offers a variety of grants, scholarships, financial aid as well as straightforward pricing with no hidden costs to help make college more affordable for our students.

Tuition and Fees Schedule

Find more information on Tuition and Financial Aid for AIU Campuses and Military.

What is financial aid?

Financial aid is the name used for federal, state and private resources that may help pay for college costs.  Typically financial aid consists of grants, scholarships, loans and student employment.  At American InterContinental University, we strive to take as much stress out of the financial aid process as possible for our students.

How do I apply for financial aid?

The Free Application for Federal Student Aid, more commonly known as the FAFSA, is the single application needed to apply for all sources of federal aid. The FAFSA can be completed online at

Tuition and Financial Aid Resources

For more information on tuition and financial aid and how you can save money on tuition, click the links below:


Ways to Save

From grants to military service to transfer credit, see the variety of ways you can save time and money on your degree at AIU.

  • Scholarships & Grants - AIU offers a number of institutional scholarships and grants that can help eligible students offset the program cost and help reduce out of pocket costs
  • Military Discounts– AIU Online offers a 45% tuition discount to active military undergraduate students and a 20% tuition discount to active military graduate students, including members of the Reserves and National Guard
  • Transfer Credit – AIU’s transfer-friendly policy lets you transfer in up to 75% of the qualifying credits you need toward your degree
  • Prior Learning Credit – You can receive credits for past college courses, military service, or work experience

For more information, download AIU guides below:

  • Financial Aid Guide: Our guide to financial aid can answer your initial questions and help you prepare to apply for financial aid
  • Scholarships and Grants Guide: Learn about the scholarships and grants offered by AIU along with details about eligibility
  • Transfer Credits Guide: This guide explores how to transfer your credits from other schools—and earn college credit for your past work and military experience

Career Paths

What can you do with a bachelor’s degree in fashion marketing?

Blending business expertise with knowledge of the fashion industry could lead to opportunities in:

●     Marketing management

●     Fashion public relations

●     Ecommerce management

●     Retail management

●     Sales and event promotion

●     Consumer research

●     Merchandising

●     Retail buying

●     Media planning and buying


Fashion marketing encompasses knowledge of:

●        Market research

●        Effective advertising and promotion

●        Data analysis

●        Problem solving

●        Strategic, critical thinking

●        Communication and interpersonal skills

●        Self-sufficiency

●        Social-media savvy 


Related Degrees

Still not sure which specialization is right for you? Consider the specializations below:

Bachelor of Fine Arts in Fashion Marketing and Design (BFA): Specialization in Fashion Marketing

Learn the business side of the fashion industry while also practicing the fundamentals of fashion design. Along with digital marketing, merchandising and sourcing, you’ll also learn how to create your own designs, construct garments and develop your own portfolio.

Bachelor of Fine Arts in Fashion Marketing and Design (BFA): Specialization in Fashion Design

Innovate, create and achieve your creative vision while also developing your craft as a fashion designer. AIU’s Fashion Design specialization helps students develop the technical skill, fine craftsmanship and market knowledge needed to work in the fashion industry.

Bachelor of Business Administration (BBA) Degree: Generalist

For the true business enthusiast whose interests don’t fall into pre-set categories, AIU’s BBA Generalist Specialization allows you first get a strong business base. Then, customize your upper-level courses to meet your individual goals and interests.

Bachelor of Business Administration (BBA) Degree: Specialization in Marketing

Marketing is all about being strategic, creative and dynamic. Our Bachelor of Business Administration degree with a Specialization in Marketing caters to both your creative side and your interest in business. Learn to measure market demand, manage promotions and analyze market research to gain a competitive advantage.

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By clicking the button below you agree to be contacted by AIU about education services (including through automated and/or pre-recorded means, e.g. dialing and text messaging) via telephone, mobile device (including SMS and MMS), and/or email, even if your telephone number or email address is on a corporate, state or the National Do Not Call Registry, and you agree to our Terms of Use and Privacy Policy. You understand that your consent is not required as a condition to purchase a good or service.

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