Western Governors University

What you'll study

The programme builds a foundation in marketing principles and business fundamentals, then applies those skills to fashion industry contexts and cross-border market challenges. Study is competency-based and project-led, so you demonstrate skills through practical assessments and a professional portfolio.

• Core marketing modules: marketing fundamentals, consumer behaviour, market research and analytics, brand management, pricing strategy and integrated marketing communications.
• Digital and retail marketing: digital marketing and social media strategy, e-commerce and omnichannel retailing, visual merchandising and retail operations tailored to fashion businesses.
• International fashion focus: international marketing and cultural adaptation, global supply chain and sourcing for apparel, trade and retail entry strategies, and cross-border regulatory considerations.
• Fashion-specific topics: merchandising and assortment planning, trend forecasting and product development, fashion branding and storytelling, sustainability and ethical sourcing in fashion.
• Analytical and professional skills: market segmentation and targeting, quantitative and qualitative research methods, data-driven decision-making, project management and professional communication.
• Capstone and portfolio: an integrative capstone project that requires development of an international fashion marketing plan or campaign, plus a professional portfolio of campaigns, analyses and project work suitable for employers.

Entry requirements

Admission is aimed at applicants with a recognised high school diploma or equivalent; transfer students with prior college credit or relevant work experience are also considered. Applicants should be prepared to study online and work at a self-directed pace within WGU's competency model.

• Completed application and submission of official secondary school or prior post-secondary transcripts.
• Evidence of English language proficiency for applicants whose previous education was not delivered in English.
• Access to a reliable internet connection and a computer capable of completing online coursework and assessments.
• Relevant work experience in retail, fashion, media or marketing can strengthen an application and may be considered when awarding transfer credit or recognising prior learning.

Career prospects

Graduates are prepared for a range of roles at the intersection of marketing and fashion, particularly where digital channels and international markets are important. The competency and portfolio focus of the programme helps demonstrate practical readiness to employers.

• International marketing coordinator or assistant
• Fashion brand or product manager
• E‑commerce and digital marketing specialist for fashion retailers
• Merchandise planner, buyer or assortment analyst
• Retail or visual merchandising manager
• Trade and market development roles focused on export, sourcing and distribution
• Marketing analyst or consumer insights specialist in apparel and lifestyle brands

Why study at Western Governors University

Western Governors University offers a competency-based, online model that lets students progress by demonstrating skills rather than by seat time. This format suits learners who want to move quickly through material they already know and spend more time on areas requiring deeper practice.

• Flexible learning: self-paced coursework and continuous enrolment opportunities enable students to fit study around work or creative projects in the fashion sector.
• Mentor and industry-aligned approach: students receive dedicated mentoring and complete assessments designed to reflect workplace tasks and employer expectations.
• Practical portfolio development: emphasis on projects and a capstone ensures students graduate with tangible examples of campaigns, research and marketing plans to show to employers or clients.
• Recognition of prior learning: transfer credit and recognition for professional experience can accelerate progress for students with relevant background in retail, fashion or marketing.