skip to main content
Fashion Marketing (Online Short Course)

Fashion Marketing (Online Short Course)

Central Saint Martins
Taught by
Jennifer Williams-Baffoe


Fashion marketing is an integral and essential part of the Fashion Business. The domestic marketplace is ever changing and understanding consumers, products and markets can be multifaceted. This introductory course helps the student to understand the concepts within the fashion marketing industry and how and why fashion marketing has evolved over the years as a key ingredient of the fashion business industry. On this course students will learn how to understand the fashion brand logic, the definition of brands, consumer target markets, how clothes reach target consumers, why fashion are trends important, and why fashion marketing is so crucial to the fashion industry.

Topics include

  • Researching trends - how and why we do this
  • Profiling customers and consumers
  • Building brand recognition
  • Brand positioning and USPs
  • Planning a fashion marketing mix
  • The psychology of fashion marketing communication
  • Visual merchandising
  • Press and PR: endorsements, sponsorship, and promotion
  • New media marketing and the future of Fashion Marketing

By the end of the course you will

  • Understand the pivotal role Fashion Marketing plays within the Fashion industry
  • Know how to promote different brands with different market positioning
  • Learn how to recognise USPs, develop them, and build up a recognisable Fashion brand
  • Have developed an understanding of the developing nature of Fashion Marketing and the newest industry developments
  • Produce a presentation on marketing a fashion product or a set of fashion related products, and presented it to the class

Who is Fashion Marketing (Online) for
This course will provide useful and industry-relevant information to anyone in, or aspiring to be in, the Fashion industry. You might be a Buyer, Merchandiser, Designer, or a Brand Manager or Marketer, or perhaps you are a current student or recent graduate who wants to learn more about this essential part of the Fashion Industry
Please note: This course is for students aged 18 and older

Why choose a CSM Online Short Course
Our online learning short courses allow you to experience Central Saint Martins wherever you are in the world. Additionally all CSM Online Short Courses include

  • Live sessions with expert
  • Lesson recordings
  • Practical assignments
  • Personal feedback
  • VLE with course content
  • Forums for support
  • 3 months online access
  • CSM Certificate upon completion

Visit Frequently Asked Questions for further details about preparing for your online course, including any equipment you need.

Please note that all courses are taught in UK time. To compare times, please check World Time Buddy.

Tutor Description

Jennifer Williams-Baffoe is an international fashion and creative industry business consultant and has worked for many organisations such as The Fashion and Textiles Museum, The British Fashion Council and The British Apparel and Textile Confederation. Jennifer is a short course tutor at Central Saint Martins and The London College of Fashion and is the author of The British Fashion Councils Designer Manufacturer Handbook. Jennifer is also a consultant for the United Nations on their Ethical Fashion Initiative Project


Online Short Course Materials

To take part in the Online sessions you will need:

  • An up-to-date web browser (we recommend Firefox or Chrome)
  • The latest version of Java installed on your device
  • Microphone and headphones (a headset with a microphone function is recommended)
  • Webcam
  • Strong Internet connection via WiFi or ethernet; 2G, 3G or 4G will not be sufficient

Course Specific Materials

  • Paper and pen to take notes during live sessions

Available dates