MKT 486 Fashion, Luxury & Lifestyle Marketing: A Global Perspective
Combining academic study with hands-on experience, MKT 486, a 4-unit course, offers a comprehensive introduction to the fundamentals of fashion, luxury, and lifestyle marketing in the global marketplace. Students explore concepts such as haute couture, fast fashion, the resale market, omnichannel strategies, and sustainability. In MKT 486, students examine the entire fashion value chain—from production to retail—while exploring the digital landscape, sustainability, and omni-channel marketing strategies. A key feature of the course is a weeklong field study in Italy’s iconic fashion cities of Florence and Milan. Students gain firsthand insights into industry practices by visiting leading companies and engaging with executives and managers. Supported by continuous in-class feedback and refinement, the course includes a real-world group project for a global fashion or luxury company, culminating in final recommendations presented to company executives following the international trip. This immersive experience, paired with team-based real-world projects and presentations, is designed to hone students’ critical thinking and managerial skills while delivering actionable marketing insights for organizations in the competitive fashion and luxury sectors.
