B4942 - OMNICHANNEL FASHION MARKETING AND DISTRIBUTION STRATEGY

Learning outcomes

By the end of the Course the student will have learned the concepts of strategic management and will be familiar with related techniques. Specifically, the Course has three main objectives: 1) gain an understanding of the appropriate conceptual tools available to managers to analyse the industry s structure and to compete in its markets; 2) understand how to create value for the market and the company; 3) introduce the characteristics of the fashion system and the basic management tools of fashion companies.

Course contents

OMNICHANNEL FASHION MARKETING AND DISTRIBUTION STRATEGY

The course introduces the fundamentals of marketing and distribution as applied to the fashion industry.

It begins with the marketing mix and consumer analysis and then moves on to Customer Journey design, channel management, and omnichannel integration.

Particular attention is paid to the role of data, technologies, and organisational processes in creating a consistent experience across physical and digital touchpoints.

Course Topics

1. Marketing fundamentals and the marketing mix

2. Segmentation, targeting, and Buyer Personas

3. Marketing funnel and Customer Journey

4. Marketing and distribution channels

5. Retail, e-commerce, and emerging distribution models

6. Omnichannel strategy and touchpoint integration

7. Data, CRM, and marketing automation

8. Integration of marketing, sales, and supply chain

9. KPIs and performance measurement

10. Development of an omnichannel strategy for a fashion brand
    
    Students with SLD or temporary or permanent disabilities.
    
    It is suggested that they get in touch as soon as possible with the relevant University office (https://site.unibo.it/ studenti-con-disabilita-e-dsa/ en [https://site.unibo.it/studenti-con-disabilita-e-dsa/en] ) and with the lecturer in order to seek together the most effective strategies for following the lessons and/or preparing for the examination.

 

Readings/Bibliography

Required Reading

Armstrong, G. and Kotler, P. (2025), Marketing: An Introduction, Global Edition, 16th edition, Pearson.

Required chapters:

• Chapter 1 – Marketing: Creating Customer Value and Engagement;

• Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships;

• Chapter 5 – Understanding Consumer and Business Buyer Behavior;

• Chapter 6 – Customer Value-Driven Marketing Strategy: Creating Value for Target Customers;

• Chapter 10 – Marketing Channels: Delivering Customer Value;

• Chapter 11 – Retailing and Wholesaling;

• selected sections from Chapters 7, 9, 12, and 14, as indicated by the lecturer.

Chaffey, D., Ellis-Chadwick, F. and Abed-Rabbo, M. (2025), Digital Marketing: Strategy, Implementation and Practice, 9th edition, Pearson.

Required chapters:

• Chapter 1 – Introducing Digital Marketing;

• Chapter 3 – Digital Customer Behaviour;

• Chapter 6 – Data-Driven Relationship Marketing Using Digital Platforms;

• Chapter 7 – Delivering the Digital Customer Experience;

• Chapter 10 – Evaluation and Improvement of Digital Channel Performance;

• selected sections from Chapter 5 – Digital Branding and the Marketing Mix, as indicated by the lecturer.

The textbooks will be used only for the chapters and sections specified in the course programme.

Additional teaching materials, including lecture slides, handouts, articles, case studies, templates, and practical exercises, will be provided by the lecturer.

Recommended Reading

Palmatier, R.W., Sivadas, E., Stern, L.W. and El-Ansary, A.I., Marketing Channel Strategy: An Omni-Channel Approach, Routledge.

Posner, H., Marketing Fashion: Strategy, Branding and Promotion, Laurence King Publishing.

Osterwalder, A., Pigneur, Y., Bernarda, G. and Smith, A., Value Proposition Design, Wiley.

Teaching methods

The course combines lectures, guided discussions, case-study analysis, individual and group exercises, and the practical application of marketing models and analytical tools.

Students will progressively develop an omnichannel strategy project for a fashion brand, applying the concepts covered during the course.

Assessment methods

Attending Students

The final grade will be based on:

• an individual written examination: 50%;

• group project work and oral presentation: 50%.

The written examination will assess students’ knowledge and understanding of the concepts and models covered in the required readings and teaching materials.

The project work will involve the development of an omnichannel strategy for a fashion brand. It will include the identification of the target market and Buyer Persona, the analysis of the Customer Journey, the definition of the marketing mix and channel strategy, the integration of data and business processes, and the selection of relevant KPIs.

The project will be presented and discussed orally.

Non-Attending Students

Assessment will consist of an individual written examination accounting for 100% of the final grade.

The examination will cover the compulsory textbook chapters and sections, as well as the teaching materials specifically indicated by the lecturer.

Students will be required to answer two questions out of three. The examination will assess their knowledge of the main concepts, their ability to connect marketing, consumer behaviour, channels, data, and performance measurement, and their ability to apply the models to business cases.

Students with SLD or temporary or permanent disabilities.
It is necessary to contact the relevant University office (https://site.unibo.it/ studenti-con-disabilita-e-dsa/ en [https://site.unibo.it/studenti-con-disabilita-e-dsa/en] ) with ample time in advance: the office will propose some adjustments, which must in any case be submitted 15 days in advance to the lecturer, who will assess the appropriateness of these in relation to the teaching objectives.

 

 

Teaching tools

• The following materials will be made available to students:

  • lecture slides and handouts;

  • articles and case studies;

  • Buyer Persona and Customer Journey templates;

  • marketing mix and channel-analysis frameworks;

  • project work guidelines and materials;

  • datasets and KPI exercises.

Office hours

See the website of Francesco Verdinelli