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School of Fashion

Fashion Media and Marketing

Fashion Communication and Promotion

The Fashion Media and Marketing major at Lasell has a professional focus, rooted in Connected Learning, that seeks to educate students by promoting self-expression, academic exploration, and critical thinking in academic, civic, and career-relevant areas.

  • The Fashion Media and Marketing Major prepares students in the field of fashion journalism and communication, and provides expertise in mass media, public relations, advertising, fashion marketing, and more
  • The Lasell Fashion Collection, containing over 2,000 items dating back to the 19th century, helps support students in understanding historical style details, construction techniques, textile usage, and societal function.
  • Lasell's School of Fashion has degree programs in Fashion Media and Marketing, Fashion Design and Production, and Fashion Merchandising and Management

Runway: Behind the Scenes


Request more information about the Fashion Media and Marketing major:

Each fashion professor is genuinely interested in the success of their students and had unique extensive experience in the industry.

Maggie Haggerty

Fashion and Retail Merchandising, 2019

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ARTS126 - Fundamentals of Visual Art (KP)

This course is an introduction to the basic principles and strategies for visual art-making and art appreciation, with an emphasis on developing an awareness and sensitivity to art as an integral part of one's life and as a way to complement one's aesthetic needs. This is a lecture course with studio art-making modules designed to complement visual material, critical essays, museum/gallery trips and impart basic skills in visual communication.

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.

COM208 - Public Relations

In this course, students explore the evolution, theoretical basis for, and practice of professional Public Relations. Students review the history and current practices of Public Relations and examine the differences between: PR and advertising; press relations and public affairs; promotions and news events; marketing and media placements. Students gain insights into the Public Relations function for corporations, high tech companies, government agencies, politics, education, the entertainment industry, sports, and non-profit institutions. Lectures, case studies, readings, group work, guest speakers, and class discussions focus on techniques useful in such areas as local and national publicity, special events, and community and government relations for organizations. Prerequisite: COM 101.

COM209 - Journalism

In this course, students learn reporting and writing techniques necessary to produce a variety of types of articles and multi-media stories. Assignments may include politics, sports, fashion, and entertainment based interviews. There is discussion of roles of reporters, columnists, editorial writers, editors, photographers, graphic designers and digital content producers 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. Students have the opportunity to publish their work in the campus newspaper, The 1851 Chronicle or on the 1851 Chroncile website. Prerequisite: ENG 102.

COM212 - Intercultural Communication

This course examines communication issues that arise from contact between people from different cultural backgrounds in everyday life, social encounters, and business transactions. Interdisciplinary approaches are applied to the study of how verbal and nonverbal presentation, ethnic, gender, and cultural differences affect communication. The course provides exercises in participation, analysis, and criticism of interethnic and interracial communications in small group settings. Students examine factors of international communication; such as the cultural, economic, political, and social influences and the role of communication in affecting social change in a wide variety of cultures and countries. Prerequisite: COM 101 or SOC 101 or PSYC 101.

COM219 - Social Media

This course is designed to introduce students to the key concepts and practices of writing for weblogs and the use of social media tools such as Facebook and Twitter for reputation management in PR, journaling, and networking. Students learn about social media uses by studying successful blogs, reading assigned articles on the subject, contributing to regular discussions held on an online forum, and completing a personal blog entry each week. Students form small groups around topics of interest and work together in order to publish and promote their work on the web. Each student contributes to a class-made blog by writing, creating/finding art, copyediting, and assisting with podcast and video blog production. Students have a great deal of real-world experience with a live, constantly updated blog, and a solid understanding of the fundamentals of writing for the web and using social media for promotional purposes. Prerequisite: COM 101.

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.

FASH101 - The Business of Fashion

This survey 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. The concepts and practices developed are equally applicable to the many career paths possible within the Fashion Industry. 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; product development, foreign and domestic market centers; and retail merchandising on multiple platforms.

FASH102 - The Fashion Consumer

This course examines the psychological and sociological variables that shape the fashion consumer’s decision-making process. The wants and needs of consumers will be explored through an understanding of attitudes, and purchase motivation. Students will consider internal and external influencing factors, including the influence of social media and technology, the potential impact of government regulation, the consumer’s perception of self, and their perceived social and ethical responsibilities. The goal of building a strategy towards a satisfied and loyal customer will be at the heart of the conversation.

FASH105 - Excel for the Industry

Microsoft Excel is the foundation of business analytical software and has become the number one required skill for industry professionals. This course will introduce basic spreadsheet functions such as; formatting, data entry, pivot tables and analytical graphical display. Projects will directly reflect best industry practices. Students will apply developed skills to projects throughout the fashion curriculum.

FASH200 - Fash Hist I:Imperial Societies to Indust

This course surveys the history of prevailing dress from Ancient Egypt into the nineteenth century, expanding upon a general understanding of shifting modes to examine the symbolism of fashion from extensive perspectives. Students will develop a context for fashion and its relation to aesthetic expression and function within various societies over time. Using an interdisciplinary approach, students will examine a range of scholarly resources that pertain to the field, including The Lasell Fashion Collection. This is a writing intensive course. Prerequisites: ENG 102, or permission of instructor.

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.

FASH210 - Textiles

This course introduces the study of textiles through exploration of the production of fibers and methods of creating fabrics. Students learn to identify fiber content, properties and various types of weaving and knitting applications. Other topics include the study of fiber characteristics, quality and care of fabric finishes, and a practical assessment of fabrics in relationship to particular end uses.

FASH212 - Visual Merchandising

This course builds a foundation to communicate design concepts and create visual solutions for promoting merchandise or ideas. Observation and critiques foster understanding of visual merchandising as a promotional tool. Hands-on projects require research, synthesis of technical, aesthetic and conceptual knowledge to create effective solutions through use of color theories and design principles. Students become familiar with journalistic reporting and written analysis through various media applications. Prerequisite:ARTS120 or ARTS126 & FASH101

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.

FASH219 - Fash Industry Professional Development

This course is designed to prepare students for the professional work environment through researching career opportunities and identifying the qualifications necessary to be competitive. Students reflect on personal abilities and characteristics, which will help them to be successful and create a plan to acquire skills they may not already have. They will design a personal digital portfolio including resume, cover letter, and biographical statement, and will begin to build a professional network through LinkedIn. The course also explores career development and professional strategies, designed to prepare students for their required internship in senior year. Prerequisites: FASH211 or FASH218. May be taken concurrently.

FASH303 - Fash Hist II:Modernity to Globalization

This course picks up the history of fashion as it moves from the nineteenth century into a new era, examining the aesthetic and sociocultural forces that have influenced the development of styles from modernity to globalization. Students will use their skills in critical thinking to understand fashion as an art form, a commodity, and a symbol of cultural and personal expression. Students will also explore how contemporary designers draw from and reinterpret fashions from across the twentieth century. Prerequisites: ENG 102

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.

FASH307 - Fashion Brand Management

This course introduces concepts related to fashion branding and brand recognition achieved by engagement of brand management theory; essentially the notion that perceived value or equity of a fashion brand can be increased through advertising, marketing, thematic control and integrated marketing communications. This creates a promise of style, perceived value and product quality that translates into brand loyalty. The course considers influences such as social media, iconic brand ambassadors, cultural branding and Omni-channel communications. The course also builds skills, which lead to creation of brand strategy, ethos and the ability to re-tool a brand when it saturates the marketplace. The brand management process will be discussed from inception to consumption and analyzed through contemporary case studies. Prerequisites: FASH212, FASH310

FASH308 - Fashion Show Production

This course focuses on development of a working knowledge of planning, management, and organizational skills required to produce successful fashion shows. Hands-on experiences throughout the semester address the importance of teamwork, communication, and professionalism demanded in the fashion industry. Students plan, organize, and produce the annual fashion show as final project. Prerequisite: FASH 211 or FASH218

FASH310 - Digital Marketing

Digital Marketing is a comprehensive course that concentrates on marketing within the virtual world. With a strong focus on the operational and functional aspects of this dynamic subject, the course will review tactical advice and real life examples. The course will cover key topics such as search engine optimization and marketing, retargeting, social media marketing, email marketing, lead generation and calls to action, online experiential marketing and consumer behavior in the virtual world. Students will also be introduced to the history of the internet and fundamentals of an effective digital presence. Students will discuss digital business models and learn the basics of app and website functionality and cross channel promotions. Developing strategies to create apps, websites, and virtual or augmented reality customer experiences will offer a contemporary and visionary opportunity. Integrating skills obtained in FASH207- Digital Tools, students will be fully immersed in the creation of their own fashion digital shopping channels. Prerequisite:FASH105,FASH207 & FASH211 or FASH218

FASH315 - Trend Forecasting

This course introduces students to theories and framework used to explain and predict fashion change. Course includes field trips to trade shows, museum visits , and presentations by industry professionals to help students understand the relationship of economic, artistic, technological, social and cultural influences to fashion change.Students apply creative ,research, and analytical skills to plan and develop a trend forecast. Prerequisite: FASH 101.

FASH415 - Internship

The internship field assignment provides students with hands-on experience in the business of fashion, applying classroom theory to the professional work environment. Objectives for the field assignment include: (1) exposure to major components of the fashion company’s operation, (2) first-hand experience in the professional working environment, and, (3) acquisition of professional skills required for this ever-changing fashion industry. The student completes a journal, analyzes the internship company and processes, and receives feedback and evaluation from the internship site supervisor. A minimum of 150 hours of supervised onsite work is required. Collaborative experience affords students capability to maximize opportunities and explore career path options while receiving four academic credits Prerequisites: FASH401

FASH427 - Fash Com & Merchandising Capstone

Senior merchandising and fashion communication students will formulate a comprehensive strategic plan for a “live company” with the end result as a presentation to a senior industry executive within the company. The project will involve the study of market conditions and trend analysis, a promotional strategy, product suggestions, the proposal of strategic options for launch on the new initiative and benchmarks to measure feasibility and success. This course will utilize critical thinking and analytical skills, together with technological insight and professional judgement gained thoughout the program to collaborate in a corporate setting.Prerquisite: FASH415, may be taken concurrently