GF 561 — Global Marketing and Fashion Brand Management

3 credits; 3 lecture hours

This course explores the challenges facing apparel manufacturers and retailers in penetrating multinational markets. Topics covered include: analyzing potential of global markets, identifying the consumer and the competition, brand positioning, and marketing campaigns. Particular focus is placed on the role of digital commerce, e-commerce, and social media in elevating brand awareness and the use of data in analyzing consumer demand.