University of Massachusetts Amherst

What you'll study

The programme is built on the Isenberg School of Management's core marketing curriculum—courses in principles of marketing, consumer behaviour, marketing research, brand management and digital marketing—paired with electives and project work that address fashion-specific topics. Typical modules include:

• Core marketing foundations: Principles of Marketing, Marketing Research, Strategic Brand Management, International Marketing, Integrated Digital Marketing.
• Fashion and retail electives: Retail Management, Merchandising and Assortment Planning, Visual Merchandising, Fashion Retail Operations, E‑commerce for Retail.
• Supply chain and product: Global Supply Chain Management, Sourcing and Procurement, Product Development and Lifecycle Management.
• Analytical and professional skills: Consumer Analytics, Pricing Strategy, Sales Management, Negotiation and Professional Communications.
• Capstone and experiential learning: Marketing capstone projects, collaborative studio or practicum projects with industry partners, internships with fashion retailers, and opportunities for study abroad to gain international market perspective.

Students personalise their pathway through electives, internships and a possible minor (for example in apparel studies, international business or design) to gain deeper fashion‑industry expertise. Emphasis is placed on practical skills—portfolio work, case studies, data analysis and client projects—that prepare graduates to enter competitive fashion and retail roles.

Entry requirements

Admission to the Isenberg marketing major is competitive. Applicants should present a strong secondary school record and demonstrate competence in quantitative reasoning and written communication. Typical application materials include transcripts, a personal statement that explains interest in marketing and fashion, and standardised test scores where applicable according to the university's admissions policy.

• Domestic applicants: Successful applicants usually show strong academic performance across a rigorous high‑school curriculum and evidence of interest in business or fashion through coursework, extracurriculars or work experience.
• International applicants: Required to demonstrate English language proficiency through accepted tests or qualifications; academic records should be comparable to U.S. secondary credentials.
• Transfer students: Must submit college transcripts and meet the Isenberg School's transfer criteria; prior coursework in business, economics or statistics is helpful.

Career prospects

Graduates are equipped for a range of roles across fashion, retail and consumer goods firms. Common entry and mid‑level career paths include:

• Merchandise planner or buyer for fashion retailers
• Brand or product manager within apparel and lifestyle brands
• Retail operations or store leadership roles
• E‑commerce and digital marketing specialist for fashion platforms
• Visual merchandising and store design coordinator
• Supply chain analyst or sourcing coordinator in garment production
• Fashion marketing analyst or consumer insights specialist
• Roles in fashion PR, wholesale sales and showroom management

Isenberg alumni often move into positions in major retail chains, direct‑to‑consumer brands, luxury houses, buying offices and consultancies, or continue with postgraduate study in business, marketing analytics or design management.

Why study at University of Massachusetts Amherst

Isenberg at UMass Amherst offers a well‑regarded, professionally focused marketing education with strong ties to industry and a curriculum that balances theory, analytics and real‑world projects. Students benefit from internship opportunities in the New England and New York markets, access to career services and employer recruitment, and a curriculum that supports interdisciplinary study across business, design and media.

The campus environment supports hands‑on learning—through practicum courses, client projects and student organisations focused on retail and fashion—and international study options that complement the programme's emphasis on global fashion markets. Faculty combine research expertise and industry experience, helping students develop the strategic, technical and creative skills needed by contemporary fashion companies.