BBA in Fashion Marketing & Management: Degree Overview

Learn about a Bachelor of Business Administration program that teaches fashion marketing and management principles. Review examples of core courses and get info about popular occupations for graduates. Check out continuing education options along with employment outlook statistics.

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Essential Information

Fashion marketers and managers bring the latest fashion trends from the designer showroom to the retail sales floor. A 4-year Bachelor of Business Administration in Fashion Marketing & Management degree program is designed to integrate comprehensive fashion industry concepts with business and management education. Many programs include field experience and internship opportunities for hands-on learning within a fashion business. By participating in these experiences, students receive first-hand interactions with manufacturers, designers and retailers. Students who have completed high school or earned a GED credential are eligible to apply for admission.

Course Topics

In a fashion marketing and management BBA program, students approach fashion from a business perspective, learning how the media, society and economics influence the promotion, distribution and pricing of fashion merchandise.

Courses on fashion history and industry trends lay the foundation for an understanding of the business side of the industry, including predicting buyer patterns and forecasting trends by studying marketing and consumer behavior. The curriculum focuses on standard business and marketing concepts to prepare students for the tasks of retailing, merchandising, advertising, buying and managing the financial well-being of a fashion business.

In addition to fashion industry electives, students usually take many of the following courses:

  • Trend analysis
  • Fashion retailing
  • Merchandising principles
  • Marketing research
  • Fundamentals of fashion

Popular Career Options

Although a fashion marketing and management BBA may not necessarily lead to a career in fashion design, the U.S. Bureau of Labor Statistics (BLS) noted that individuals with training in fashion design might benefit from a business-related degree, especially those seeking to manage a retail outlet or promote their own brand (www.bls.gov). Graduates are qualified for careers as:

  • Marketing managers
  • Promotions specialists
  • Media stylists

The BLS reports that employment opportunities for advertising, promotions and marketing managers in general, including those who work in fashion, will grow by 7% from 2012-2022. The median salary of marketing managers was $119,480 in May 2012, though the lowest-paid 10% earned $62,650 or less.

Continuing Education Information

The BLS said individuals seeking upper-level management positions in merchandising, purchasing and retail buying may be required to hold a master's degree and complete training programs in order to advance. Many schools offer master's degree programs in fashion merchandising or retailing, offered as a Master of Arts (MA) or Master of Science (MS). Additionally, some MBA programs include concentrations in fashion-industry marketing specialties, such as luxury brand marketing or fashion retailing. Master's degree programs allow students to develop fashion industry business knowledge through coursework in branding, pricing strategies, research methods and international marketing.

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