Brigham Young University

What you'll study

This interdisciplinary programme blends the Marriott School of Business marketing core with fashion- and apparel-focused electives drawn from related departments. You will study fundamental marketing subjects—consumer behaviour, marketing research, brand management, digital marketing and marketing strategy—alongside courses oriented to fashion and retail such as fashion merchandising, retail buying, sourcing and supply-chain management for apparel, trend forecasting and visual merchandising.

Typical modules and learning experiences include:

• Core marketing: Principles of marketing, consumer behaviour, advertising and promotion, marketing research and marketing strategy.
• Global business: International marketing, cross-cultural communication, global trade and export/import considerations relevant to apparel and textiles.
• Fashion- and retail-focused courses: Merchandising and assortment planning, retail buying, product development for apparel, textile sourcing and quality control, trend analysis and visual merchandising.
• Digital and analytics: E-commerce and social media marketing, digital campaign planning, retail analytics and customer relationship management.
• Capstone and practical learning: Internship placements in fashion or retail organisations, practicum projects with industry partners, and a senior capstone integrating strategy and applied marketing for a fashion brand or retailer.

Entry requirements

Admission to BYU requires completion of secondary education with a competitive academic record. Applicants to the marketing major typically present strong performance in English and mathematics and a preparatory sequence in social sciences or economics. For an emphasis in International Fashion Marketing, a background or portfolio showing interest in apparel, design or retail can strengthen an application, though it is not usually mandatory.

Typical expectations include satisfactory high-school grades and completion of required university entrance subjects. Students moving into the major from general university entry will normally complete prerequisite business foundation courses before taking advanced marketing electives. International applicants must meet BYU's standard English language proficiency expectations.

Career prospects

Graduates with this combination of marketing and fashion-focused study move into a range of roles across brand, retail and supply-chain functions. Common career paths include:

• Fashion or retail buyer and merchandiser
• Brand manager or product manager for apparel labels
• International marketing manager or export specialist for fashion brands
• Supply-chain and sourcing coordinator for textiles and apparel
• Digital marketing specialist, social commerce or e-commerce manager in fashion retail
• Visual merchandiser, retail planner or store operations manager
• Consultant, trend forecaster or entrepreneur launching niche fashion brands

The programme’s internship and industry project elements are designed to help students build portfolios and employer connections in regional and international fashion markets.

Why study at Brigham Young University

BYU offers the marketing major through its well-regarded business school, coupled with access to fashion-related coursework across campus. Students benefit from a curriculum that emphasises ethical leadership, experiential learning and practical industry engagement. The university supports internships, faculty-led research and study-abroad opportunities that are particularly valuable for students targeting international fashion careers.

Small-class teaching, an active career services network and strong employer links in retail and consumer goods help graduates move into roles with established brands, boutiques and start-ups. The programme’s balance of rigorous marketing fundamentals and hands-on fashion electives prepares students to navigate both creative and commercial aspects of the global fashion industry.