Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Fashion is a hard industry to thrive in. It is fast-paced, requires a keen eye for cultural trends, and requires mastery of both supply chain and talent management. But if you can master marketing in fashion, you are well-equipped to do marketing in any fast-moving consumer industry. 

The course is primarily designed for those pursuing a career in the fashion industry. Students will be exposed to cutting edge academic work as well as renowned experts in the Nordic fashion industry. We dive deep into theory as well as empirics of fashion marketing and emphasize its key characteristics and success factors. The key points of emphasis relate to practices in branding, supply chain management, sustainability and circular economy, retailing, and understanding of business models. As such, the course will also be of high value to aspiring B2C marketing managers working in other fields.

Students will gain...

1. an understanding of the core business and marketing functions within fashion
2. an ability to plan brand positions, retail strategies, and supply chains in fast-moving business contexts
3. valuable insights into management practices in culturally sensitive business areas
4. new perspectives on the culture and production of fashion
5. appreciation for sustainability as a business advantage

Credits: 6

Schedule: 02.11.2021 - 09.12.2021

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Hedon Blakaj

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    The course integrates and utilizes a broad range of theoretical concepts, frameworks and topics on a practical level. Key areas include strategic marketing and branding, value propositions and business models, supply chain management, retail and distribution management as well as business case development.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    During the course, students are divided into multidisciplinary teams to work on various business cases and challenges. The outcomes are presented for sparring, comments and critique from the other teams, course staff and visiting fashion industry experts.


    The course grade will consist of the following components:

    Group work and written reports
    Group presentations
    Individual home assignments
    Active class participation and class preparation

    The final breakdown and balance between these elements will be announced at the beginning of the course.

  • valid for whole curriculum period:

    6 credits, 160 hours:

    The course includes lectures, readings, case work, individual assignments, and group work conducted both in class as well as outside of it.


Study Material
  • valid for whole curriculum period:

    A collection of readings as assigned by the lecturers.

Substitutes for Courses
SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption


Further Information
  • valid for whole curriculum period:

    Course participation is limited to 80 students. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (1) Open University students, (2) CEMS-students, (3) Aalto students studying a MSc minor study package in Fashion Management, (4) BIZ exchange students, (5) JOO students, (6) Aalto BIZ B.Sc. students with 150 credits and (7) other BIZ students.

    Teaching Period:

    2020-2021 Spring III

    2021-2022 Autumn II

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.