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Lasell University
Lasell University

2014 - 2015 Academic Catalog

Fashion Communication & Promotion Minor

The Fashion Communication & Promotion minor allows non-fashion majors to engage in a discipline specific, condensed study of the communication and promotion of fashion. The 4 required courses provide a basic understanding of how fashion communication is organized while the remaining 2 course choices offer a chance to explore various aspects of fashion communication such as styling, fashion show organization, technology, and trend forecasting.

Course Code Course Title Credits
Core Courses
ARTS120 Three-D Design 3
COM101 Understanding Mass Media 3
FASH101 Contemporary Issues in Fashion 3
FASH218 Fashion Communication 3
Choose 2 from the following:
COM209 Journalism 3
COM221 Advertising 3
FASH207 Digital Tools for Fashion 3
FASH212 Visual Merchandising 3
FASH216 Digital Marketing for Fashion 3
FASH301 Fashion Promotion 3
FASH306 Fashion Styling for Photography 3
FASH315 Trend Forecasting 3

Credit Requirements for minor: 18 credits

ARTS120 - Three-D Design

This course introduces students to the notion of creating within three-dimensional space. Line, composition, planes, volume, and surfaces are studied from both additive and subtractive perspectives. Students construct various models and/or maquettes. Problem solving and individual expression are emphasized.

COM101 - Understanding Mass Media

This course surveys the theories, history, economics, audience, and regulations of the major forms of mass media, including newspapers, magazines, motion pictures, radio, television, and new electronic communication. Students develop a basic understanding of the roles of mass media and their effects on society and the individual. The course focuses on the relationship between mass media and society, so students can identify current trends that are changing the nature and function of traditional mass communication. Students examine and debate many current controversial issues concerning the mass media and their effects on our society and culture. Students discuss significant aspects of mass communication, including ethics and policy formulation that are playing key roles in the materialization of a new global communication era.

FASH101 - Contemporary Issues in Fashion

This course takes an interdisciplinary approach to the fashion business as it relates to cultural, historic, economic, and contemporary influences, giving students a basic understanding of the terms and concepts associated with the fashion and retail industries. Topics include: technological applications, environmental influences on fashion; the fashion cycle; trend forecasting; fashion marketing; women's, men's, and children's apparel; supply chain management; foreign and domestic market centers; and retail merchandising.

FASH218 - Fashion Communication

This course examines communication strategies in the fashion industry. Students analyze the different facets of communication including maintaining consistency with integrated and content marketing, navigating the global landscape, messaging through digital and various media channels, and managing emerging trends in social marketing. Guest speakers, connected learning projects, and field trips facilitate the transfer of theory into practice, providing the student with a platform for developing a viable body of work related to fashion communication. Prerequisites: ENG 102, COM 101 and FASH 101.

COM209 - Journalism

In this course, students learn reporting and writing techniques necessary to produce a variety of types of articles. Assignments may include politics, sports, entertainment, and interviews. There is discussion of roles of reporters, columnists, editorial writers, editors, photographers, and graphic designers in the daily process of journalism as decisions are made in the news­room as to what stories to cover; what stories, photographs and video clips to publish or broadcast; and on what page to display them or in which order to broadcast them. The various reporting specialties covered in journalism – Health, Education, Business, Arts, Sports, Lifestyle, Entertainment, Travel - are explored. Students have the opportunity to publish their work in the campus newspaper, The 1851 Chronicle. Prerequisite: ENG 102.

COM221 - Advertising

This course introduces students to the field of advertising, including the role of promotional elements (advertising, direct mail, promotion, etc.) found in an advertising agency or in the communication program of an organization. In this course, students learn that advertising is more than just ads on television, on a web page or in print. Advertising is a process that starts with research and moves through analysis, planning, action, and evaluation. The development of an effective advertising strategy requires an understanding of overall communication processes and theoretical principles, how organizations organize and brand themselves for advertising and other promotional functions, consumer behavior, and how to set goals and objectives. A cooperative learning project requires students to engage in the kind of strategic thinking, planning and execution that is done by advertisers, researchers, media planners, and copywriters. The course also addresses how the advertising industry is regulated and how key social issues and various consumer constituencies can present problems for advertising professionals. Prerequisite: COM 101.

FASH207 - Digital Tools for Fashion

Technical skills are becoming more and more a required proficiency in all capacities of the fashion industry. This course introduces Fashion & Retail Merchandising and Fashion Communication & Promotion students to software prominently used for apparel manufacturing, retail and media. With a focus on methods of visual communication, projects include technical drawing, colorization, editing, and integration and manipulation of photographic images.

FASH212 - Visual Merchandising

This course builds a foundation in basic visual methods to promote products. The use of interior, P.O.P., and exterior displays, fixturing, graphics and signage are discussed. Various hands-on projects develop an aptitude for working with color and proportion to create visual solutions for product promotion. Exploring color analysis and proportion, students create visual solutions that demonstrate artistic sensitivity and express a mood or idea. Additionally, students become familiar with journalistic reporting and written analysis through various media applications. Prerequisite: FASH 101, ARTS 120.

FASH216 - Digital Marketing for Fashion

The fashion and retail industry has changed radically with shifts into new digital channels. Omni-channel selling and communication models continue to be an opportunity for business growth and expansion. The rise of social media and the expanding proliferation of digital devices, platforms, and applications make digital marketing a necessity for corporate survival. Through a combination of case studies and exploration of innovative technology students learn how the elements of digital strategy work together with traditional media to attract prospective customers. This course will explore inventive kinds of marketing strategies where the new selling floor is the virtual world. Prerequisite: FASH 101

FASH301 - Fashion Promotion

This course integrates fashion industry promotional activities centered around the "promotion mix." Through advertising, publicity, and special events including fashion shows, students create and execute promotional campaigns that link to various external constituents to stimulate consumption of a product or service. Prerequisite: FASH 212.

FASH306 - Fashion Styling for Photography

Fashion Photo Styling is designed to provide fashion designers, stylists, and merchandisers with an understanding of the conventions and visual traditions of fashion photography. The principles of lighting are discussed particularly as it relates to the creation of mood and image. An exploration of the history of fashion photography familiarizes students with its various visual traditions and styles. The relationship between marketing principles and the determination of style in the context of image usage are explored. Regular photo shoots provide students with hands-on experience of image creation.

FASH315 - Trend Forecasting

This course teaches students to enhance their fashion forecasting ability through a combination of “pulse-point” research, analysis, and presentation. Exploring techniques for interpreting the social/cultural influences on fashion change facilitates the ability to recognize and predict fashion trends in the global context. Prerequisite: FASH 101.