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Undergraduate Program

Bachelor's of Fashion Merchandising Marketing

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Introduction to
Fashion Merchandising Marketing

The Bachelor of Fashion Merchandising Marketing program at Iqra University equips students with the business acumen and creative vision to succeed in the fast-paced world of fashion. This program merges fashion design knowledge with marketing and business principles, preparing them to bridge the gap between design and commerce. Students will graduate with the skills to develop, market, and sell fashion products effectively.

What Sets Us Apart

Our faculty blends creativity, education, and social impact—driving innovation, research, and community engagement to prepare future leaders and change-makers.

Mission

Our mission is to provide students with a transformative education that prepares them to excel in the global fashion industry, particularly in marketing and merchandising. We emphasize the development of technical expertise, visual presentation, communication, interpersonal, and analytical skills. By nurturing their entrepreneurial spirit and technical acumen, we equip students to become influential contributors to the design industry and society, driving innovation and setting new standards of excellence in their careers.

Learning Outcomes

  • Develop a strong understanding of fashion design principles, trends, and consumer behaviour.

  • Apply marketing and merchandising strategies to analyse fashion markets and target audiences.

  • Master the principles of branding, product development, and retail management in the fashion industry.

  • Develop expertise in fashion buying, forecasting, and inventory management.

  • Utilise visual merchandising and marketing techniques to create compelling product presentations.

  • Analyse consumer data and buying trends to inform marketing and merchandising decisions.

  • Develop effective communication and negotiation skills for successful business interactions.

  • Gain proficiency in industry-standard software tools for retail management and marketing.

  • Cultivate a strong business acumen and understanding of global fashion markets.

Program Objectives (POs)

PO1 Expertise in Fashion Marketing, Merchandising & Industry Tools
Our student will be demonstrate strong knowledge and practical skills in fashion marketing, branding, retailing, merchandising, consumer behavior, market analysis, and industry-standard tools.
PO2 Communication, Creative Presentation & Interpersonal Skills
Our student will be effectively communicate marketing concepts and merchandising strategies through visual, verbal, and written methods, while working collaboratively in professional environments.
PO3 Analytical, Strategic & Problem-Solving Abilities
Our student will be able apply critical thinking, market research, sales analysis, and strategic planning to make informed business decisions and solve industry challenges.
PO4 Entrepreneurship, Innovation, Ethics & Global Preparedness
Our student will be able to exhibit entrepreneurial thinking, ethical responsibility, sustainability awareness, and readiness for global fashion markets and cross-cultural business environments.

Program Learning Objectives (PLOs)

PLO-1 Knowledge of Fashion Marketing & Merchandising
Students will demonstrate comprehensive understanding of fashion marketing, consumer behavior, branding, retail operations, and merchandising principles.
PLO-2 Technical & Digital Competence
Students will apply trend forecasting, digital marketing tools, retail analytics, assortment planning, and visual merchandising techniques.
PLO-3 Creative & Visual Communication
Students will design and present marketing campaigns, merchandising plans, and brand visuals using creative and digital tools.
PLO-4 Professional Communication & Collaboration
Students will communicate effectively in professional settings, demonstrating strong verbal, written, visual, and collaborative abilities..
PLO-5 Analytical & Research Skills
Students will conduct market research, analyze consumer data, interpret sales trends, and develop strategic insights for business growth.
PLO-6 Critical Thinking & Problem-Solving
Students will apply critical thinking to solve merchandising, marketing, retail, and brand-related challenges.
PLO-7 Strategic & Entrepreneurial Thinking
Students will develop innovative strategies, business plans, and entrepreneurial solutions relevant to fashion brands and retail sectors.
PLO-8 Ethics, Sustainability & Cultural Responsibility
Students will demonstrate ethical awareness, cultural sensitivity, and sustainability-focused practice in marketing and merchandising decisions.
PLO-9 Global Fashion Industry Competence
Students will understand global fashion markets, international retail systems, cross-cultural consumer behavior, and global supply chain dynamics.

Program Objectives (POs) versus Program Learning Outcome (POLs)

Program Objectives Program Learning Outcomes
PLO-1 PLO-2 PLO-3 PLO-4 PLO-5 PLO-6 PLO-7 PLO-8 PLO-9
PO-1 ✓ ✓
PO-2 ✓ ✓
PO-3 ✓ ✓
PO-4 ✓ ✓ ✓

Curriculum Overview

Core Courses

  • Functional English

  • Academic & Professional Writing

  • Communication Skills

  • Islamic Studies

  • Pakistan Studies

  • World History

  • Sociology

  • Ethics and Social Responsibility

  • Personal Development

  • Art, Crafts and Calligraphy

  • Collection Process I

  • Collection Process II

  • Introduction to Textile

  • Virtual Design I

  • Visual Merchandising

  • Photography

  • Emerging Fashion Trends

  • Fundamentals of Management

  • Fundamentals of Marketing

  • Introduction to Entrepreneurship

  • Elements of Business

  • Financial Accounting

  • Accounting for Managers

  • Business Law

  • Business Economics

  • Marketing Management

  • Consumer Behavior

  • Human Resource Management

  • Supply Chain Management

  • Brand Management

  • Retail Buying

  • Retail Merchandising

  • Social Media and Internet Marketing

  • Digital Marketing

  • Organizational Behavior

  • Introduction To Mathematics

  • Internship

Elective Specializations

  • ELECTIVE 1

  • ELECTIVE 2

  • ELECTIVE 3

  • ELECTIVE 4

  • Introduction to Psychology

  • Introduction to IR

  • Research in Counselling Psychology

  • Trauma and Crisis Intervention

Career Opportunities

The Bachelor of Fashion Merchandising Marketing opens doors to a diverse range of career opportunities within the fashion industry. Graduates can pursue roles such as:

Fashion Buyer

Assistant Buyer

Retail Merchandiser

Visual Merchandiser

Fashion Marketing Specialist

Product Development Specialist (Fashion)

Fashion E-commerce Manager

Wholesale Account Manager (Fashion)

Fashion Public Relations Specialist

Trend Researcher (Fashion)

This degree also serves as a valuable foundation for further education in specialised areas of fashion business, such as fashion entrepreneurship, fashion retail management, or fashion brand management.

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