BSc Home Science Fashion Marketing Syllabus - Mumbai University 2026

This is the Semester 3 syllabus under NEP 2020, in force from the academic year 2025-26. The University still examines the earlier Choice Based papers alongside it — her third-year timetables name that scheme — so check which scheme your exam form names before you revise.

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Syllabus for Fashion Marketing

Major · Semester 3 · Second Year · 2 credits · 50 marks

Module I

A Fundamentals of Fashion and Marketing
i Introduction to the fashion industry: key segments and players.
ii Basics of marketing: the 4Ps in a fashion context.
iii Fashion life cycle and trend forecasting.
iv Overview of fashion marketing vs. traditional marketing.
B Understanding the Fashion Consumer
i Fashion consumer behaviour and buying psychology.
ii Demographics and psychographics.
iii Fashion adoption process and segmentation.
iv Targeting and positioning in fashion markets.

Module II

A Fashion Branding, Retailing, and Promotion
i Fashion branding: identity, image, and positioning
ii Retail formats: brick-and-mortar, online, omnichannel
iii Visual merchandising and store design
iv Promotion strategies: advertising, PR, influencer marketing
B Digital Fashion Marketing
i Introduction to Digital Fashion Marketing
ii Social Media Platforms for Fashion
iii Email, Content Marketing, Influencers and Gamification
iv E-Commerce and Mobile Shopping Behaviour

Text Books & Reference Books

& 1. Arnould, E. J., Price, L. L., & Zinkhan, G. M. (2004). Consumers (2nd ed.). McGraw-Hill/Irwin.
2 Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th ed.). Cengage Learning.
3 Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.
4 Davis, F. (1992). Fashion, culture, and identity. University of Chicago Press.
5 Easey, M. (Ed.). (2009). Fashion marketing (3rd ed.). Wiley-Blackwell.
6 Easey, M., & McGoldrick, P. (2016). Fashion marketing communications. Wiley.
7 Hill, R. P., & Moran, T. P. (2011). Consumer behavior in the fashion industry. Fairchild Books.
8 Hines, T., & Bruce, M. (Eds.). (2007). Fashion marketing: Contemporary issues (2nd ed.). Routledge.
9 Jackson, T. (2010). The psychology of fashion. Palgrave Macmillan.
10 Jackson, T., & Shaw, D. (2009). Mastering fashion marketing. Palgrave Macmillan.
11 Jarnow, J., Guerreiro, M., & Judelle, B. (2011). Inside the fashion business (7th ed.). Pearson Education.
12 Ko, E., Megehee, C. M., & Taylor, C. R. (Eds.). (2019). Luxury fashion retail management: Trends, tactics, techniques. Springer.
13 Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
14 Okonkwo, U. (2007). Luxury fashion branding: Trends, tactics, techniques. Palgrave Macmillan.
15 Okonkwo, U. (2010). Luxury online: Styles, systems, strategies. Palgrave Macmillan.
16 Posner, H. (2015). Marketing fashion: Strategy, branding and promotion (2nd ed.). Laurence King Publishing.
17 Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page.
18 Solomon, M. R., & Rabolt, N. J. (2009). Consumer behavior in fashion (2nd ed.). Prentice Hall.
19 Tungate, M. (2008). Fashion brands: Branding style from Armani to Zara (2nd ed.). Kogan Page.
20 Tungate, M. (2012). Fashion brands: Branding style from Armani to Zara (3rd ed.). Kogan Page.

Reproduced from the University of Mumbai syllabus for B.Sc. (Home Science) under NEP 2020, in force from the academic year 2025-26. Wording is as printed in that syllabus. Module numbering is as printed there too.

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