AT1605 MARKETING OF TEXTILE & APPERAL PRODUCTS Syllabus

ANNA UNIVERSITY :: CHENNAI 600 025
CURRICULUM 2005 – FULL TIME MODE
M.TECH APPAREL TECHNOLOGY AND MANAGEMENT

AT1605 MARKETING OF TEXTILE & APPERAL PRODUCTS 3 0 0 100
AIM
To teach the principles and strategies of marketing including retailing and international trade of textile-apparel products.

1. marketing concepts 8
Definition of basic management and marketing concepts – Role of marketing in the production function – marketing concepts relevant to consumer durable like textile and apparel products.

2. RETAIL Outlet 8
Retail distribution of Textile & apparel products – Global trading in yarn, fabric, garments and made-ups.

3. marketing function 9
Market classification segmentation – consumer market and buying behaviour – Market management and forecasting – market planning and control – competitive marketing strategy – product life cycle strategy – product and price strategy

4. ADVERTSING AND MARKET PROMOTION 10
Sales promotion, publicity, advertising, packaging – marketing organizations – techniques of marketing research for consumer products.

5. international trade 10
General concepts of international marketing, principles relevant to textile & apparel products – global market – WTO & its implications – important production and consumption centres, product wise in the world – major world suppliers of textile & apparel products – international prices - strategies for export promotion. Market constraints – quality, image, brand name, merchandising methods

TOTAL : 45 Hours

TEXT BOOKS

1. Philip Kolter, “Marketing Management”, Fifth Edition, Prentice Hall, New Delhi, 1984
2. Moore Evelyn.C, “Path for Merchandising Step-by-Step approach”, Thames & Hudson Ltd., 2001.

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