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Lasell University
Lasell University

2021 - 2022 Academic Catalog

Fashion Media and Marketing Minor

The Fashion Media & Marketing minor allows other majors to engage in a discipline-specific, condensed study of fashion media and marketing. 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 media and marketing, such as styling, digital marketing, technology, and trend forecasting. For Fashion Merchandising and Management majors, four of the six selected classes must be unique to the Fashion Media and Marketing major.

Course Code Course Title Credits
Core Courses
ARTS126 Fundamentals of Visual Art (KP) 3
COM101 Understanding Mass Media 3
FASH101 The Business of Fashion 3
FASM218 Fashion Content Development 3
Choose 2 from the following:
BUSS341 Social Media Marketing 3
COM208 Public Relations 3
COM209 Journalism 3
FASH200 Fashion History I:Imperial Societies to Industrial Revolution 3
FASH207 Digital Tools for Fashion 3
FASH315 Trend Forecasting and Analytics 3
FASM306 Fashion Styling & Photography 3
FASM310 Digital Marketing 3

Credit Requirements for minor: 18 credits

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.

FASH101 - The Business of Fashion

The Business of Fashion is a survey course that 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 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.

FASM218 - Fashion Content Development

This course examines common communication strategies used in the fashion industry. Students analyze the different channels of holistic and brand centered communication. This includes maintaining consistency through various marketing venues, messaging through traditional and new media channels such as social media. Students will develop creative plans in all areas of content including a basic understanding of video use. 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. Students will also leave the course with industry certification from Hubspot Academy. Prerequisites: WRT102, COM 101 and FASH 101.

BUSS341 - Social Media Marketing

This course takes an in-depth look at social networks, social media platforms and online advertising to offer students an advantage in many positions involving marketing, consulting and brand management, both on the buyer and seller side of social media. Students with an interest in entrepreneurship will also find the course useful as new businesses often rely on social media marketing. The course covers a number of topics including the differences and interaction between traditional and social media; two-sided markets and social media platforms (including verticals such as gaming, shopping and entertainment); basic theory of social networks online and offline (graph theory, sociology, information diffusion); consumer behavior and digital media; social media analytics and monitoring; brand strategies on social media; best marketing practices for paid and unpaid social media; and B2B marketing and social media. Additionally, students will have the opportunity to become Hubspot certified. Prerequisite: BUSS220

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: COM101

COM209 - Journalism

Journalism is a fast changing industry and this course prepares students for the change. Students learn to report and produce a variety of news and feature pieces, for print and multi-media platforms, including Q and A interviews, news and feature stories, opinion pieces, reviews, photo galleries, social media campaigns and more. Assignments can be produced on sports, fashion, entertainment, arts and culture, business, politics and more. Students have the opportunity to publish their work in The 1851 Chronicle newspaper and website. Prerequisite: WRT102

FASH200 - Fashion History I:Imperial Societies to Industrial Revolution

Fashion History I: Imperial Societies to Industrial Revolution surveys the history of prevailing dress and material culture 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 develop a context for fashion and its relation to aesthetic expression and function within various societies over time. Using an interdisciplinary approach, students examine a range of scholarly resources that pertain to the field, including The Lasell Fashion Collection. This is a writing intensive course. Prerequisite: WRT102 or Permission of Instructor

FASH207 - Digital Tools for Fashion

Digital Tools for Fashion equips students with the technical skills and understanding of how to use a variety of software applications, an increasingly in-demand skill in all capacities of the fashion industry. The course introduces students to software used in apparel manufacturing, retail, and media. With a focus on methods of visual communication, projects include technical drawing, colorization, editing, integration and manipulation of photographic images, and video editing basics.

FASH315 - Trend Forecasting and Analytics

Trend Forecasting and Analytics introduces students to theories, frameworks, and methodologies used to analyze and forecast fashion trends and change. Major macro themes that impact trends are explored, including cultural and societal issues and all elements of zeitgeist. The ability to recognize emerging trends and anticipate aesthetic preferences coupled with the aptitude to ground style intel in concrete numbers and analysis via sales and inventory level forecasts, market data, predictive analytics, and other tools prepares students for both the art and science of formulating a sound fashion forecast. Students also explore the applications, function, and purpose of forecasts within the fashion company. Prerequisite: FASH200, May Take Concurrently

FASM306 - Fashion Styling & 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. Prerequisite: FASH207 or FASD205

FASM310 - 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 & FASM218