University of Alabama

What you'll study

The programme is based around a Bachelor of Business Administration in Marketing with a specialised emphasis in International Fashion Marketing. You study foundational marketing subjects alongside fashion-specific and global modules to build commercial, creative and analytical skills.

• Core marketing modules: Principles of Marketing, Consumer Behaviour, Marketing Research, Brand Management and Digital Marketing.
• Fashion and retail modules: Fashion Merchandising, Retail Management, Visual Merchandising, Merchandise Planning and Fashion Trend Analysis.
• International and supply-chain focus: International Marketing, Global Sourcing and Supply Chain Management, Cross-cultural Consumer Insights and International Retailing.
• Professional practice: Internship or practicum with a retail/brand partner, a capstone project or marketing consultancy project for a real client, and coursework emphasising portfolio and campaign development.
• Skills development: E-commerce and social media strategies for fashion, data-driven pricing and promotion, negotiation and buying, sustainable and ethical fashion practices, and presentation and merchandising techniques.

Entry requirements

Applicants are normally expected to hold a recognised secondary school qualification equivalent to a U.S. high school diploma. Admissions typically consider a combination of academic performance (GPA or national exam scores), a personal statement and references. Standardised test scores (SAT/ACT) may be optional depending on current university admissions policies.

• A solid record in core subjects such as English and mathematics is advantageous.
• Some fashion-focused components may request a brief portfolio, evidence of relevant work or extracurricular involvement in retail, fashion, design or marketing.
• International applicants should meet the university’s English language requirements.
• The programme may have additional prerequisites or recommended preparatory modules; prospective students should consult the university admissions pages or departmental advisors for up-to-date guidance.

Career prospects

Graduates are equipped for a wide range of roles across the fashion, retail and wider consumer goods sectors, particularly where international trade and cross-border brand management are important.

• Fashion brand manager or product manager
• Buyers and merchandise planners for national and international retailers
• Retail operations manager and visual merchandising specialist
• E‑commerce and digital marketing specialist focusing on fashion and luxury goods
• International marketing coordinator, sourcing analyst or supply chain associate
• Public relations, communications or trend forecasting roles; opportunities to start or consult for independent fashion brands

Why study at University of Alabama

The University of Alabama combines a well-established business school with opportunities for hands-on industry experience and study abroad, allowing marketing students to gain practical exposure to fashion markets. Students benefit from dedicated career services and active student organisations, including marketing and retail-focused clubs that arrange industry speakers, company visits and networking.

Depending on the programme structure, you can take advantage of internship pipelines with regional and national retailers, campus-run retail labs and multidisciplinary collaboration with design or merchandising programmes to build a professional portfolio. Study-abroad options and international partnerships further support the programme’s global emphasis, helping graduates move into roles that require both marketing expertise and an understanding of international fashion ecosystems.