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Bachelor of Business Administration (BBA) Degree with a Specialization in Fashion Marketing

BBA Fashion Marketing Degree

American InterContinental University’s fashion marketing degree is an accredited business degree with a concentration in the fashion industry. This customized fashion marketing program is designed to educate you in market research, planning, styling, buying, retail strategy, and other business principles with specialized fashion marketing courses.

Next Start Date:
October 25, 2023
Total Credits:
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Fashion Marketing Degree Program Details

Fashion Marketing Degree Program Outline

Earn an accredited fashion marketing degree efficiently by accessing classes and course materials 24/7 from anywhere with AIU’s flexible mobile-friendly courses. Pursuing a fashion marketing degree with AIU may help you to finish your degree faster than you may think, and with personalized support along the way.

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

Our fashion marketing university courses cover the fundamentals of a Bachelor of Business Administration degree with a unique fashion marketing degree curriculum. AIU fashion marketing undergraduate courses teach you to apply quantitative tools and fashion marketing concepts, to analyze and interpret marketing and business trends, to develop innovative solutions, and to leverage media and technology in the fashion markets.

This program was created for working adults who want to advance their understanding of marketing in the fashion world and are looking for an education grounded in business principles and key retail concepts.

Prerequisite for fashion marketing undergraduate courses?

There are no prerequisites to enroll in American InterContinental University’s fashion marketing degree program. AIU’s fashion marketing courses are designed with the busy adult in mind, so you can pursue your fashion marketing degree while tending to other responsibilities like your family and job.

You may be able to transfer in up to 75% of the eligible credits needed toward your degree program1. We also offer degree credit for eligible job and military training, so you can earn your degree even faster than you thought.

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1. Transfer credit is evaluated on an individual basis. Not all credits are eligible to transfer. See the University Catalog for transfer credit policies.

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Total tuition for this degree program may vary depending on your educational needs, existing experience, and other factors.

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Fashion Marketing Courses

Degree Requirements


General Education
ECON220 Microeconomics 4.5
ECON224 Macroeconomics 4.5
ENGL106 English Composition I 4.5
ENGL107 English Composition II 4.5
MATH125 General College Mathematics 4.5
UNIV103 Academic and Professional Success 4.5
UNIV106 Technology and Information Literacy 4.5
UNIV109 Interpersonal Communication 4.5
General Education Elective (1 Course) 4.5
Humanities (2 Courses) 9
Natural Sciences (2 Courses) 9
Total Credit Hours: 58.5

ACCT205 Principles of Accounting I 4.5
ACCT310 Managerial Accounting 4.5
BUSN105 Introduction to Business 4.5
BUSN150 Legal and Ethical Environment of Business 4.5
BUSN311 Quantitative Methods and Analysis 4.5
FINA310 Financial Management 4.5
MGMT305 Management Information Systems 4.5
MGMT310 Management and Leadership of Organizations 4.5
MGMT315 Survey of Human Resource Management 4.5
MGMT415 Global Operations Management 4.5
MGMT499 Program Capstone 4.5
MKTG205 Principles of Marketing 4.5
Total Credit Hours: 54
General Electives

A combination of any 10 undergraduate courses

Total Credit Hours: 45


Prerequisites must be met for selected electives.

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

General Business Administration Track
Instead of a Specialization, select 5 Business Electives from any of the Specializations below
Total Credit Hours: 22.5
Fashion Marketing (Atlanta Campus)

FASH301 Fashion Trends 4.5
FASH306 Fashion Branding 4.5
FASH310 Fashion Buying 4.5
FASH312 CAD for Fashion Marketing 4.5
FASH409 Visual Merchandising 4.5
Total Credit Hours: 22.5

Total Credit Hours : 180


Fashion Marketing Classes Overview

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

Fashion Trends

In Fashion Trends you will have the opportunity to look at how they arise by considering macro business environmental drivers as well as social and cultural influences. You will also have the opportunity to consider trend identification, market assessment and competitive response strategies. This will coursework is designed to help you prepare 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 is designed to help deepen the understanding of the complexity of brands and branding, covering conception and development, as well as the management and marketing of the 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 is designed to re-enforce 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 have the opportunity to design a collection, and all the appropriate accoutrements that sit alongside the collection. Students will also have the opportunity to 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 be expected to conduct research and plan a six-month 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 have the opportunity to learn how fashion communications are planned, written, managed and delivered. Through directed activities you will also have the opportunity to experience situations replicating the "real-life" of working in the fast-paced roles of fashion public relations and journalism. These assignments provides you with the opportunity to work to 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 will have the opportunity to 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 have the opportunity to 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 is designed to introduce fashion as a cultural phenomenon to help you work 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 have the opportunity to use in your own marketing and/or design practice.

The Fashion Cycle

In The Fashion Cycle you will have the opportunity to work to develop a broad understanding of the fashion industry and the different contexts in which it sits. You will also have the opportunity to develop an understanding of the structure of the industry and the way that fashion works. This coursework is designed to provide you with a foundation on which to build deeper specialist knowledge as you move through your fashion program. You will have the opportunity to explore the business of fashion through investigation, observation and gathering of materials. You will also have the opportunity to study how 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/Specialization 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

Course content subject to change.

Ways to Save on Your Fashion Marketing Degree


This business program is programmatically accredited by the Accreditation Council for Business Schools and Programs (ACBSP).

ACBSP accredited


What is a Bachelor of Business Administration (BBA) Degree with a Specialization in Fashion Marketing?

AIU’s BBA degree program with a specialization in fashion marketing is designed to provide knowledge, skills, and abilities relevant for pursuing potential job opportunities among the fashion and retail industries. This unique degree program is designed to provide a comprehensive understanding of market research, planning, styling, buying, and retail strategy.

How long does it take to earn a BBA with a specialization in fashion marketing?

Our bachelor’s degree programs are designed as 48-month programs. However, many factors can impact your time to completion. The time it may take you to earn your BBA degree can be influenced by course loads proficiency and/or transfer credits, and breaks.

What kind of courses will I take to earn a fashion marketing degree?

As you work to complete your BBA degree with a specialization in fashion marketing, you will be immersed in courses such as: Fashion Branding; Fashion Buying; Global Operations Management; and Visual Merchandising.

When and where can I begin my fashion marketing classes?

Courses for the Bachelor of Business Administration Degree with a Specialization in Fashion Marketing start approximately every five weeks, exclusively on our Atlanta campus. Your actual start date is based on several factors, including receiving academic and financial documentation. To schedule a tour of our campus, visit us at

How many credits are required to graduate from the fashion marketing degree program?

The BBA degree program consists of 180 credits. You may be eligible for transfer credit, which is evaluated on an individual basis. Not all credits are eligible to transfer. Please see the University Catalog for transfer credit policies.

Why should I pursue a BBA with a specialization in fashion marketing degree?

Upon earning your fashion marketing degree, you should have an understanding of business fundamentals with an emphasis on retail fashion marketing, trends, media, and technology. You will study how to: apply quantitative tools and fashion marketing concepts; analyze and interpret marketing and business trends; develop innovative solutions; and leverage media and technology in the fashion markets.

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Next Steps

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Classes Start October 25, 2023

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