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Other · Richards College of Business · Marketing/Real Estate

Fashion Marketing & Merchand.

  • Fall 2020
  • Section E01
  • 3 Credits
  • 08/12/2020 to 12/05/2020
  • Modified 10/25/2020


The study of selected contemporary marketing topics of interest to faculty and students.


Richards Col Upper Division RCUD

Contact Information

Senior Lecturer: Cheryl O'Meara Brown

Office Hours

  • Monday & Wednesday, 8:00AM-11:00AM
  • Miller 2306

Email: For the fastest reply, use [email protected]  You may also use the course Email within CourseDen, but since these messages do not come to my phone it will take longer to reply.  Most of the time, I will reply within a few hours.  Sometimes it may take a day or two (depending on the nature of the question).  I may or may not respond to emails on the weekend. 

If you ask a question that can be answered by reviewing the syllabus, I will probably reply with, "See syllabus."  I don't mean to be rude; I receive many, many, MANY emails and since the information is here in the syllabus, it saves a great deal of time not to re-type or locate/copy/paste what is already here.  

If my office hours don’t work for you, I am happy to schedule an appointment with you at another time!  Just send me an email and we’ll work it out.

Please feel free to contact me if you have a problem! I am here to help you.  Please don't wait until the end of the semester (or until final grades have been posted) to discuss any difficulties that you might be having.

Meeting Times

We will not have any face-to-face meetings.


We will be using a FREE e-book (use this link: OR the .pdf version found in Content in CourseDen) as well as some external resources (also provided for free within the Modules in Content).


  1. Outline the development of fashion and the fashion industry from inception to modern day. (LG 8*) 
  2. Understand essential fashion and business concepts including theories of fashion movement, the fashion cycle, marketing and merchandising concepts, and market research and segmentation. (LG 7*)
  3. Understand the strategic issues that affect marketing for fashion. (LG 6*)
  4. Explain the process of product development, production, and marketing as it relates to fashion apparel and accessories. (LG 7*)
  5. Evaluate the variety of retailing formats and the current national and international fashion centers. (LG 5*)

*BBA Marketing Learning Outcomes (page 11)


This course consists of reading assignments, discussion postings, hands-on written assignments, and quizzes, which are presented to you in Modules inside the Content link at the top of the page. 

Within each Module, you will be given the following:

  • A Checklist to let you know what's expected of you for that Module, including the required reading. You should use the checklists to track your progress and mark off (check) the items that you've completed as you complete them. 
  • Learning Objectives for that Module. 
  • Self-Check Practice Quizzes are intended to help you learn the material and prepare for assignments and quizzes.  They do NOT count toward your final grade.
    • Graded Assignments, which may include written assignments, quizzes, and/or discussion postings.  
    • These assignments are due by 11:59pm (Eastern time) on the due date for the Module they are in. Refer to the Course Schedule for easy reference. If an assignment is not turned in by 11:59pm on its due date, it will not be accepted under any circumstances and you will receive a zero. There are no exceptions to this rule.
    • THE GOOD NEWS: the lowest assignment grade and lowest discussion grade will be dropped!

More Information on Assignments...

Written Assignments:

Your assignments will be graded according to accuracy (regarding the topic specified), spelling and grammar, and level of effort.  You should elaborate, clarify, elucidate, and explain! The more effort you put into your assignments, the higher your grade will be.

As this is a senior-level course, I expect your marketing knowledge (everything you've learned so far) to shine through!  Also, since you'll be graduating and entering the business world soon, I expect well-written, grammatically correct assignments.
Jumbled, one-paragraph papers are difficult to read and will receive lower grades.

Discussion Posts

Your original discussion posts will be graded according to accuracy (regarding the topic specified), spelling and grammar, and level of effort.  You should elaborate, clarify, elucidate, and explain! The more effort you put into your posts, the higher your grade will be. Note: one-continuous-paragraph posts are difficult to read and will automatically receive a 10-point deduction.

Rather than doing the typical “reply to 2 classmates” thing, we are doing something different! I want you to get into a real DISCUSSION with at least one classmate for each discussion assignment.  Pick a thread that interests you, make thoughtful comments, and ASK QUESTIONS of that person.  The original poster will then reply and ask questions.  There should be at least two rounds; here is an example where John posts the original discussion post and Sally replies:

John’s original post

Sally replies and asks questions

John answers Sally’s questions and asks questions of Sally

Sally answers John’s questions

Note: Don't let your grade be dependent on someone else. If you attempted to get into a discussion with someone and they haven't replied to you, pick someone else to reply to. Also, if no one replies to your original post, get into discussions with more than one classmate.

For each Discussion assignment, each student must make an original post and get involved in a discussion (as described above) with at least one classmate. The original post person only has to engage with one of his/her replies, and he/she should engage with the FIRST person who replied. Original posts are due at least three (3) days before the deadline.  

Additionally, if someone posted something that doesn't make sense to you or you think could be incorrect, tell them! You will help each other learn this way. Also, if you agree or disagree with something they said, you should specify exactly what you agree/disagree with along with WHY. 

Review the General Discussion Rubric to see specifically how your discussion posts will be graded.


Quizzes will relate to the reading assignments for their respective Chapters/Modules and will contain ten multiple-choice and true/false questions. (Any additional information or resources that you are given within the corresponding Module, outside of the ebook, may be on the quiz.) You will have 20 minutes per quiz and only one attempt.  

Two notes about quizzes: (1) You may notice that you will not be able to review your quizzes after you have completed them.  However, if you would like to review a quiz, we can arrange (ahead of time) a date/time for you to do so in the Marketing Department.

(2) Sometimes the answer choices are scrambled.  Therefore, if you see an “all of the above” option somewhere in the middle, it also means “all other choices are correct.”

*There is also one Syllabus Quiz due in the first Module, which has between 20 and 30 questions and a time limit of 30 minutes.*

***Your lowest assignment grade and your lowest discussion grade will be dropped.***

I understand that serious personal problems occur (deaths in family, illness, storm damage, etc.). This (along with technical/computer problems) is why the lowest grades are dropped.


Types of evaluations and related weights
Type Weight Topic Notes
Written Assignments (lowest dropped) 50%
Discussions (lowest dropped) 30%
Quizzes 20%


A= 90.0% or more

B= 80.0% to 89.9%

C= 70.0% to 79.9%

D= 60.0% to 69.9%

F= 59.9% or below

I encourage you to be responsible for yourself and keep a spreadsheet with your grades and what each assignment/quiz/exam is worth so that you’ll know what your grade is – and what you need to make on various assignments to get your desired grade – throughout the semester.

(There are also helpful websites and videos that you can use, such as, and 

*I'm sorry, but since I’m outnumbered almost 200 to 1 (students to me) each semester, I am unable to respond to students individually asking what their current grade is or what they need to make on a particular assignment to get an A (or B, etc.) in the class.*



I recommend putting all Module deadlines into your phone's calendar (or whatever you use most) to keep up with what’s due when.


  • Module 1, Part 1: Due by August 16 at 11:59pm
  • Module 1, Part 2: Due by August 30 at 11:59pm
  • Module 1, Part 3: Due by September 13 at 11:59pm


  • Module 2, Part 1: Due by September 27 at 11:59pm
  • Module 2, Part 2: Due by October 4 at 11:59pm


  • Module 3, Part 1: Due by October 11 at 11:59pm
  • Module 3, Part 2: Due by October 25 at 11:59pm
  • Module 3, Part 3: Due by November 1 at 11:59pm


  • Module 4, Part 1: Due by November 8 at 11:59pm
  • Module 4, Part 2: Due by November 15 at 11:59pm


  • Module 5, Part 1: Due by November 22 at 11:59pm
  • Module 5, Part 2: Due by (FRIDAY!) December 4 at 11:59pm



College/School Policies

Wolf Pact

Having read the Honor Code for the University of West Georgia, I understand and accept my responsibility to uphold the values described therein and to conduct myself in a manner that will reflect the values of UWG and the Richards College of Business so as to respect the rights of all UWG community members. As a UWG student, I will represent myself truthfully and complete all academic assignments honestly and within the parameters set by my instructor.

I understand and accept that if I am found guilty of violations (through processes due me as a UWG student and outlined in the UWG Student Handbook), penalties will be imposed.

I also recognize that my responsibility includes a willingness to confront members of the UWG community if I feel there has been a violation of the Honor Code.  

Ultimately, I will conduct myself in a manner that promotes UWG as the best place to work, learn, and succeed for my generation, and those to come!

About the Richards College of Business

To become a globally recognized college of business preparing forward-thinking, responsible leaders.

We are in the business of transforming lives through education, engagement, and experiences.

Strategic Goals and Values

Student Success
Admit quality students and provide them with an education that is rich in experiences and engagement opportunities to prepare them to be effective and ethical professionals.

Academic Success
Recruit, retain and develop faculty and staff by providing sufficient resources to support dynamic and up-to-date bachelor and master-level curricula, to conduct research and other professional activities, and to support engagement with all stakeholders.

Operational Success
Recruit, retain and develop administrative management and staff personnel to manage, develop and support infrastructure and those activities that build internal and external partnerships while working in an ever-changing environment.

Ethical Values
The Richards College of Business community (administrators, faculty, staff, students, and business partners) share a commitment to the principles of honesty and integrity in interactions and undertakings, accountability for personal behavior, and respect for the rights, differences, and dignity of others. In addition, we strive to continuously improve our abilities to recognize unethical behavior and to make ethical and moral decisions.

Institutional Policies

Academic Support

Accessibility Services: Students with a documented disability may work with UWG Accessibility Services to receive essential services specific to their disability. All entitlements to accommodations are based on documentation and USG Board of Regents standards. If a student needs course adaptations or accommodations because of a disability or chronic illness, or if he/she needs to make special arrangements in case the building must be evacuated, the student should notify his/her instructor in writing and provide a copy of his/her Student Accommodations Report (SAR), which is available only from Accessibility Services. Faculty cannot offer accommodations without timely receipt of the SAR; further, no retroactive accommodations will be given. For more information, please contact Accessibility Services.

Center for Academic Success: The Center for Academic Success provides services, programs, and opportunities to help all undergraduate students succeed academically. For more information, contact them: 678-839-6280 or [email protected]

University Writing Center: The University Writing Center assists students with all areas of the writing process. For more information, contact them: 678-839-6513 or [email protected]

Online Courses

UWG takes students’ privacy concerns seriously: technology-enhanced and partially and fully online courses use sites and entities beyond UWG and students have the right to know the privacy policies of these entities. For more information on privacy and accessibility for the most commonly used sites, as well as technology requirements visit the UWG Online site.

Students enrolled in online courses can find answers to many of their questions in the Online/Off-Campus Student Guide.

If a student is experiencing distress and needs help, please see the resources available at the UWG Cares site. Online counseling is also available for online students.

Honor Code

At the University of West Georgia, we believe that academic and personal integrity are based upon honesty, trust, fairness, respect, and responsibility. Students at West Georgia assume responsibility for upholding the honor code. West Georgia students pledge to refrain from engaging in acts that do not maintain academic and personal integrity. These include, but are not limited to, plagiarism, cheating, fabrication, aid of academic dishonesty, lying, bribery or threats, and stealing. 

The University of West Georgia maintains and monitors a confidential Academic Dishonesty Tracking System. This database collects and reports patterns of repeated student violations across all the Colleges, the Ingram Library, and the School of Nursing. Each incidence of academic dishonesty is subject to review and consideration by the instructor, and is subject to a range of academic penalties including, but not limited to, failing the assignment and/or failing the course. Student conduct sanctions range from verbal warning to suspension or expulsion depending on the magnitude of the offense and/or number of offenses. The incident becomes part of the student’s conduct record at UWG.

Additionally, the student is responsible for safeguarding his/her computer account. The student’s account and network connection are for his/her individual use. A computer account is to be used only by the person to whom it has been issued. The student is responsible for all actions originating through his/her account or network connection. Students must not impersonate others or misrepresent or conceal their identities in electronic messages and actions. For more information on the University of West Georgia Honor Code, please see the Student Handbook.

UWG Email Policy

University of West Georgia students are provided a MyUWG e-mail account. The University considers this account to be an official means of communication between the University and the student. The purpose of the official use of the student e-mail account is to provide an effective means of communicating important university related information to UWG students in a timely manner. It is the student’s responsibility to check his or her email.

Credit Hour Policy

The University of West Georgia grants one semester hour of credit for work equivalent to a minimum of one hour (50 minutes) of in-class or other direct faculty instruction AND two hours of student work outside of class per week for approximately fifteen weeks. For each course, the course syllabus will document the amount of in-class (or other direct faculty instruction) and out-of-class work required to earn the credit hour(s) assigned to the course. Out-of-class work will include all forms of credit-bearing activity, including but not limited to assignments, readings, observations, and musical practice. Where available, the university grants academic credit for students who verify via competency-based testing, that they have accomplished the learning outcomes associated with a course that would normally meet the requirements outlined above (e.g. AP credit, CLEP, and departmental exams).

HB 280 (Campus Carry)

UWG follows University System of Georgia (USG) guidance:

You may also visit our website for help with USG Guidance:

Mental Health Support

If you or another student find that you are experiencing a mental health issue, free confidential services are available on campus in the Counseling Center. Students who have experienced sexual or domestic violence may receive confidential medical and advocacy services with the Patient Advocates in Health Services. To report a concern anonymously, please go to UWGcares.

ELL Resources

If you are a student having difficulty with English language skills, and / or U.S. culture is not your home culture, specialized resources are available to help you succeed. Please visit the E.L.L. resource page for more information.


Proctored Exams/Online Instruction: Students should be aware and plan ahead for the possibility of having to complete all courses and/or exams online or in a proctored environment. This means talking with your instructors about what minimum technical requirements (software and hardware) will be required should your class move online or a student's personal needs dictate. This also includes making plans for internet access at whatever location participation may occur.

Virtual or in-person proctored exams, if your instructor should require them, may result in an additional cost to the student. Please discuss these details with your instructor or see the information provided here.

Face Coverings: Effective July 15, 2020, University System of Georgia institutions, including the University of West Georgia, will require all faculty, staff, students, and visitors to wear an appropriate face covering while inside campus facilities/buildings where six feet social distancing may not always be possible. Face covering use will be in addition to and is not a substitute for social distancing.

Face coverings are not required in campus outdoor settings where social distancing requirements are met. Anyone not using a face covering when required will be asked to wear one or must leave the area.

Reasonable accommodations may be made for those who are unable to wear a face covering for documented health reasons.

Student FAQs: For more information about UWG COVID-19 guidance for students visit the Student FAQ webpage


Additional Items

Class Announcements

Announcements: Any important course announcements from your instructor (e.g. changes to the course schedule, project info, etc.) will be sent via the “Announcements” tool in CourseDen. IMPORTANT: Make sure that your notifications in CourseDen are set to send you INSTANT NOTIFICATIONS via text (SMS) when Announcements are posted and/or updated.

More on Academic Honesty

Academic dishonesty (cheating) includes, but is not limited to:

  • Looking up ("Googling") answers to quiz questions online
  • Searching (online or elsewhere) for assignments that have been done by someone else
  • Using someone's materials from a previous semester
  • Anything that you wouldn't do with your instructor looking over your shoulder

Email Courtesy

Email Courtesy and General Netiquette: Remember that emailing is not texting, and the use of good manners and proper grammar/punctuation are important, to me AND your future boss and co-workers!  Also, when corresponding with anyone in the course, it's expected that we will all be respectful and professional at all times.                                            

I strongly encourage you to use Grammarly, a free online grammar and spelling checker.  It’s a great resource for papers and even e-mails. *UWG students have access to the Premium version of Grammarly using your westga credentials.*