FTM 282

Marketing and Brand Management Fundamentals in Textiles and Apparel

Section: 002

Course Description

An introduction to the essential elements of brand management and marketing with specific reference to the marketing of textile and apparel goods with the integrated textile complex (from fiber to retail). The course covers both the principles and practice of marketing, in general, and provides an introduction of major concepts of brand management and marketing with a focus on branding activities used in by major textile and apparel firms within the integrated textile supply chain.