MARKETING EDUCATION FASHION MARKETING GRADES 11-12

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1 PARENT/STUDENT COURSE INFORMATION MARKETING EDUCATION FASHION MARKETING GRADES Counselors are available to assist parents and students with course selections and career planning. Parents may arrange to meet with the counselor by calling the school's guidance department. The courses in marketing education provide skills and knowledge needed for students furthering their education or considering careers in marketing and management. Marketing education courses include instruction in marketing, advertising, fashion and retail sales, customer service, and hotel management. Students are exposed to Virginia s Workplace Readiness Skills and have the opportunity to take an assessment which validates the student knowledge in each skill area. COURSE DESCRIPTION This course is for students with career interests in apparel and accessories marketing. Students develop general marketing skills necessary for successful employment in fashion marketing, general marketing skills applied to the apparel and accessories industry, and specialized skills unique to fashion marketing. Personal selling, sales promotion, purchasing, physical distribution, market planning, product/service technology, as well as academic skills related to the content, are part of this course. Certification: Students are eligible to sit for the National Retail Federation Customer Service Professional exam for student-selected verified credit COOPERATIVE EDUCATION (CO-OP) Cooperative Education (CO-OP) is the supervised on-the-job instructional phase of an occupational preparation program. Students attend school for all or part of the day and work in an approved marketing position part of the day. The teacher-coordinator and marketing training sponsor (employer) develop an individualized training plan that identifies learning experiences according to the student s career objective. Transportation is the responsibility of the student. Benefits of the coop placement include work experience, credit toward graduation and paid employment. STUDENT ORGANIZATION DECA An Association of Marketing Students DECA is a co-curricular organization for all students enrolled in the marketing program. DECA provides students an opportunity to build upon their marketing skills and knowledge, while developing leadership and teamwork skills. Students are encouraged to be active members of DECA and to participate in local, state, and national competitive events. PREREQUISITE None OPTIONS FOR NEXT COURSE Enrollment for the Advanced Fashion Marketing course should be based on student performance, teacher recommendation, and parent input. REQUIRED STUDENT TEXTBOOK Fashion Marketing, 2007

2 The competencies for Fashion Marketing are as follows: Demonstrating Workplace Readiness Skills: Personal Qualities and People Skills 001 Demonstrate positive work ethic. 002 Demonstrate integrity. 003 Demonstrate teamwork skills. 004 Demonstrate self-representation skills. 005 Demonstrate diversity awareness. 006 Demonstrate conflict-resolution skills. 007 Demonstrate creativity and resourcefulness. Demonstrating Workplace Readiness Skills: Professional Knowledge and Skills 008 Demonstrate effective speaking and listening skills. 009 Demonstrate effective reading and writing skills. 010 Demonstrate critical-thinking and problem-solving skills. 011 Demonstrate healthy behaviors and safety skills. 012 Demonstrate an understanding of workplace organizations, systems, and climates. 013 Demonstrate lifelong-learning skills. 014 Demonstrate job-acquisition and advancement skills. 015 Demonstrate time-, task-, and resource-management skills. 016 Demonstrate job-specific mathematics skills. 017 Demonstrate customer-service skills. Demonstrating Workplace Readiness Skills: Technology Knowledge and Skills 018 Demonstrate proficiency with technologies common to a specific occupation. 019 Demonstrate information technology skills. 020 Demonstrate an understanding of Internet use and security issues. 021 Demonstrate telecommunications skills. Examining All Aspects of an Industry 022 Examine aspects of planning within an industry/organization. 023 Examine aspects of management within an industry/organization. 024 Examine aspects of financial responsibility within an industry/organization. 025 Examine technical and production skills required of workers within an industry/organization. 026 Examine principles of technology that underlie an industry/organization. 027 Examine labor issues related to an industry/organization. 028 Examine community issues related to an industry/organization. 029 Examine health, safety, and environmental issues related to an industry/organization. Addressing Elements of Student Life 030 Identify the purposes and goals of the student organization. 031 Explain the benefits and responsibilities of membership in the student organization as a student and in professional/civic organizations as an adult. 032 Demonstrate leadership skills through participation in student organization activities, such as meetings, programs, and projects. 033 Identify Internet safety issues and procedures for complying with acceptable use standards.

3 Exploring the Nature of Fashion 034 Explain the concept of fashion in terms of apparel, accessories, health and beauty products and services, and home fashions. 035 Identify the components of fashion. 036 Explain the importance of fashion. Tracing the History of Fashion 037 Examine the history of fashion. 038 Describe the influence of historical figures and events on fashion. 039 Describe the influences that economic, demographic, social, political, geographic, and psychological factors have had on fashion. Characterizing Textiles 040 Identify the characteristics of natural and man-made fibers. 041 Identify basic fabric-construction techniques. Analyzing Design and Color Fundamentals 042 Describe the elements and principles of design. 043 Analyze the impact of color on fashion. 044 Explain the principles of color psychology. 045 Explain the purpose of the color wheel. 046 Identify basic silhouettes and garment styles. Understanding Marketing Concepts 047 Explain the concept of marketing. 048 Explain utility. 049 Explain marketing functions and related activities. 050 Explain the concept of marketing identification. 051 Describe the marketing mix. 052 Identify the channels of distribution used in the fashion industry. 053 Differentiate between marketing and merchandising. 054 Explain the concept of branding. Exploring Trends in the Fashion Industry 055 Explain the stages of fashion cycles and their impacts on fashion marketing. 056 Explain the role of fashion designers, including current trend-setting designers. 057 Distinguish between fashion leaders and followers. 058 Explain the impact of knock-offs and counterfeiters on the fashion industry. 059 Differentiate between fashion trends and fads. 060 Identify current trends in fashion. Exploring Fashion Retailing 061 Compare types of fashion retailers and their target markets. 062 Identify classifications of fashion merchandising. 063 Identify nationally known and established local fashion retailers. 064 Examine the impacts of credit card acceptance on fashion businesses. Pricing Merchandise 065 Describe the major factors affecting selling price. 066 Describe the psychological effects of pricing. 067 Differentiate between cost and retail. 068 Calculate selling price.

4 Identifying Fashion Market Centers 069 Identify domestic and international fashion market centers and the focus of each. Analyzing Fashion Information Media 070 Identify fashion information media. 071 Identify the roles of fashion information media. Analyzing Economics in the Fashion Industry 072 Explain economic goods and services. 073 Explain the concept of economic resources. 074 Explain competition. 075 Analyze the concept of supply and demand. 076 Calculate gross profit and net profit. Controlling Inventory 077 Describe the importance of inventory control. 078 Examine the impact of internal shortage, external shortage, and shrinkage on the profit of a fashion business. Developing a Promotional Mix 079 Identify the elements of the promotional mix. 080 Examine types of promotional media. 081 Explain the benefits of special promotional events. Developing Visual Merchandising and Store Presentation 082 Explain the importance of visual merchandising. 083 Identify elements that influence floor presentation. 084 Identify types and uses of store fixturing. 085 Identify uses of technology in visual merchandising. 086 Explain the use of planograms. Exploring Technology in the Fashion Industry 087 Describe the impact of technology on the fashion industry. 088 Analyze Internet applications and Web sites related to fashion marketing. Enhancing Communication Skills 089 Explain the importance of communication in assisting customers and in working with business associates. 090 Demonstrate professional communication skills necessary for success in the fashion workplace. 091 Demonstrate telephone etiquette. 092 Demonstrate online etiquette. 093 Write various types of business communications. 094 Give written and oral directions. 095 Follow written and oral directions. 096 Present information orally to various audiences. 097 Explain the role of constructive criticism in the workplace. Developing Customer Service Skills 098 Explain the importance of customer service. 099 Compare various types of customer service.

5 100 Respond to inquiries and suggestions from customers, co-workers, and supervisors. 101 Translate technical language into commonly understood language. 102 Interpret company policy for a customer. 103 Communicate a customer-service suggestion to supervisor. 104 Describe procedures for handling a customer's complaint. 105 Handle a difficult customer. 106 Demonstrate customer-service techniques. 107 Describe methods used to encourage customer retention. Developing Personal Selling Skills 108 Classify customer buying motives. 109 Explain the concept of customer loyalty programs. 110 Explain the selling process. 111 Demonstrate the steps of the sale. Developing Employability Skills 112 Develop a résumé. 113 Identify sources for finding job openings. 114 Complete a paper and an online job application form. 115 Write a cover letter. 116 Identify steps to prepare for a job interview and follow-up action. 117 Describe various pre-employment tests. Planning a Career in Fashion 118 Identify personal traits important for a fashion career. 119 Describe entry-level positions in fashion. 120 Research a fashion occupational interest. 121 Identify an acceptable fashion image for work.

6 MISSION STATEMENT The Virginia Beach City Public Schools, in partnership with the entire community, will empower every student to become a life-long learner who is a responsible, productive and engaged citizen within the global community. Dr. Sheila S. Magula, Interim Superintendent DEPARTMENT OF TEACHING AND LEARNING 2512 George Mason Drive P.O. Box 6038 Virginia Beach, Virginia Virginia Beach City Public Schools does not discriminate on the basis of race, color, national origin, sex, disability, or age in its programs and activities and provides equal access to the Boy Scouts and other designated youth groups. School Board policies and supporting regulation (Policies 2-33, 4-4, 5-7, and 6-7 and Regulation ) provide equal access to courses, programs, counseling services, physical education and athletics, vocational education, instructional materials, and extracurricular activities. The following staff are designated to handle inquiries regarding the non-discrimination policies: Director of Guidance Services at (757) or to the Assistant Superintendent of Human Resources at (757) For further information on notice of non-discrimination, visit for the address and phone number of the office that serves your area, or call Alternative formats of this publication which may include taped, Braille, or large print materials are available upon request for individuals with disabilities. Call or write The Department of Teaching and Learning, Virginia Beach City Public Schools, 2512 George Mason Drive, P.O. Box 6038, Virginia Beach, VA Telephone (757) or (757) ; fax (757) ; TDD (757) Visit our website at vbschools.com - your virtual link to Hampton Roads largest school system No part of this publication may be produced or shared in any form without giving specific credit to Virginia Beach City Public Schools. CIE-0005 (Revised 8/13)

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