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Lasell University
Lasell University

2017 - 2018 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 minor consists of six courses: 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
ARTS126 Principles of Design & Color (KP) 3
COM101 Understanding Mass Media 3
FASH101 The Business of Fashion 3
FASH218 Fashion Communication 3
Choose 2 from the following:
COM209 Journalism 3
COM221 Advertising 3
FASH200 Fash Hist I:Imperial Societies to Indust 3
FASH207 Digital Tools for Fashion 3
FASH212 Visual Merchandising 3
FASH301 Fashion Promotion 3
FASH306 Fashion Styling for Photography 3
FASH315 Trend Forecasting 3

Credit Requirements for minor: 18 credits

ARTS126 - Principles of Design & Color (KP)

This course is an introduction to the theories and concepts of design and color 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/discussion/critique course with visual material, critical essays, individual expression, and museum/gallery trips. NOTE: First year Graphic Design majors should seek out the majors-only section when enrollling.

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 - 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.

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.

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.

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: FASH 101, ARTS 120.

FASH301 - Fashion Promotion

This course integrates fashion industry promotional activities centered around the "promotion mix." Through the creative integration of topics such as advertising, public relations, marketing, social media, direct marketing, sales promotions, personal selling, visual merchandising and special events, students create and execute multidimensional promotional campaigns. The class explores the concept of integrated marketing communications linking various external and internal factors that stimulate consumption of a product or service. Students participate in group projects that replicate industry scenarios, both creatively and logistically. Exploration of contemporary methods to measure consumer behavior are also considered. Prerequisite: FASH 212 or FASH 218

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 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.