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

General Education

BUSN 125 Applied Business Mathematics

4.5

COMP 101 Introduction to Computers

4.5

COMP 102 Introduction to Computers Lab

1.5

ECON 220 Microeconomics

4.5

ECON 224 Macroeconomics

4.5

ENGL 106 English Composition I

4.5

ENGL 107 English Composition II

4.5

HUMA 205 Art Appreciation

4.5

HUMA 215 Topics in Cultural Studies

4.5

PRES 111 Presentation Essentials

4.5

 

 

SCIE 206 Biology

4.5

SCIE 207 Biology Lab

1.5

SCIE 210 Environmental Science

4.5

SCIE 211 Environmental Science Lab

1.5

General Education Electives (1)

4.5

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

4.5

BUSN 105 Introduction to Business

4.5

BUSN 150 Legal and Ethical Environment of Business

4.5

MKTG 205 Principles of Marketing

4.5

Total Credit Hours: 18

Upper Division Core

ACCT 310 Managerial Accounting

4.5

BUSN 311 Quantitative Methods and Analysis

4.5

FINA 310 Financial Management

4.5

MGMT 310 Management and Leadership of Organizations

4.5

MGMT 315 Survey of Human Resource Management

4.5

MGMT 305 Management Information Systems

4.5

Total Credit Hours: 27

Specialization

Fashion Marketing

 

FASH 301 Fashion Trends

4.5

FASH 306 Fashion Branding

4.5

FASH 308 Media & PR

4.5

FASH 310 Fashion Buying

4.5

FASH 312 CAD for Fashion Marketing

4.5

FASH 343 Textiles

4.5

FASH 409 Visual Merchandising

4.5

MKTG 305 Marketing Management

4.5

MGMT 499 Program Capstone

4.5

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.

Textiles

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

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.

Accreditation

AIU’s business administration degree programs with all their specializations are programmatically accredited by the Accreditation Council for Business Schools and Programs (ACBSP).Learn More

The ACBSP accreditation means that AIU’s business administration programs meet the rigorous standards of this leading accreditation association. It helps ensure that what we teach is industry-current and industry-relevant in today’s business environment and can make your education meaningful in the marketplace.

Receive College Credit for Your Past Training and Experience

Download our Transfer Credit Guide to see how school and work experiences could save you time and money.

You can transfer in up to 75% of your qualifying credits, allowing you to save up to 75% on tuition and earn your bachelor’s degree in as little as 9 months.

Receive college credit for previous work or military experience that relates to your degree program.

Nearly half of all AIU students earned transfer credit based for previous work, military or educational experience.

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Below you can find placement rates and other information tailored to your chosen campus and program. Certain disclosures are published on this website to assist students in understanding the facts about their programs.

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AIU Atlanta - Bachelor of Business Administration (BBA): Fashion Marketing Specialization

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AIU Atlanta - Graduation Rate

The percentage of first-time, full-time undergraduate students who started between
7/1/2009 and 10/15/2009 who completed within 150% of the normal time period:

34%

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Don't forget:
Classes start October 3!