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The University of Southampton

ARTD1107 Introduction to Business

Module Overview

Introduction to fashion business is a core module, which will provide you with knowledge of underlying concepts and principles of the fashion market. This module provides you with an introduction to the key areas of organisations, markets, consumers, marketing, products, and pricing in relation to the fashion industry. In this critical introduction to fashion business you will be introduced to the term ‘fashion’ and its distinctive position within the global economy, as well as the business cycle, fashion management processes and the development of contemporary fashion marketing. You will learn about the changing market environment through a PESTLE macro-environmental framework, gain an introduction to the seven P’s in the fashion marketing mix and an understanding of how to apply introductory marketing and management research skills and methodologies. This will enable you to begin to critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. Through teamwork, group exercises and projects you will be encouraged to explore your own critical awareness of fashion marketing and management concepts. You will be encouraged to access a range of text-based and digital library resources, as well utilising the School’s institutional subscription services.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • Fashion business management concepts and theories and an understanding of marketing principles;
  • introductory knowledge of organisations, markets, consumers, marketing, products, and pricing in the fashion industry.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Explain the fashion marketing mix and its application to the marketplace;
  • Demonstrate your ability to select, analyse and evaluate business data from a variety of sources.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Communicate ideas in oral and written formats;
  • Identify, select and draw upon a variety of printed and digital sources;
  • Manage your workload to set deadlines.


• Concepts & definitions • Segmentation & positioning • Market research • The marketing mix: 7P’s • Branding • Opportunities & challenges in the fashion market

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures • Seminars • Project briefings • Group tutorials Learning activities include: • Lectures • Seminars • Group discussion • Peer group learning • Field trip study visit • Study Skills Hub

External visits8
Preparation for scheduled sessions36
Wider reading or practice68
Follow-up work24
Completion of assessment task112
Total study time300

Resources & Reading list

Journal of Fashion Marketing and Management (Emerald). 


Easey M (2009). Fashion Marketing. 

Business of Fashion.

Study Skills.

Lancaster.G & Massingham L (2018). Essentials of Marketing Management. 

Kotler P,Armstrong.G, Harker.M & Brennan.R (2009).  Marketing: An introduction. 


Industry Publications. Drapers Marketing Week Retail Week

Lynda (Software Tutorials).

Retail Week.

Adobe (tutorials).

Jackson T & Shaw D (2009). Fashion Marketing. 

Posner H (2015). Marketing Fashion. 

Academic Skills.




Illustrated report


MethodPercentage contribution
Illustrated report  (2500 words) 100%


MethodPercentage contribution
Illustrated report  (2500 words) 100%


MethodPercentage contribution
Illustrated report  (2500 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Equipment and Materials

REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Study Trips

There is a one-day study trip associated with this module. This is designed to supplement learning and is compulsory; it is advised that all students attend. There is no additional cost for this trip to the student.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional text as appropriate

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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