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The University of Southampton

ARTD2106 Product Management

Module Overview

In the Product Management module, we will challenge you to use your creative and commercial critical thinking skills to identify market trends and opportunities. We will analyse how a business can respond to emerging opportunities in the development of product from concept to consumer. We will ask you to look at the future, to develop your strategic thinking linked to the management of product and delivery of long-term sustainable business strategies for brands, specifically with the development of innovations. This will then encapsulate not only consumer trends but also how the buying, merchandising and product development functions impact on brands as they evolve to seize opportunities for commercial growth. This module builds upon your introductory knowledge and skills developed in Part One to enable you to examine the fashion retail environment in more detail from the perspective of a buyer and a merchandiser in relation to a fashion brand. You will develop knowledge and understanding of buying and merchandising skills through a teaching scheme that includes product and brand management; range planning, pricing, retail strategy, sales forecasting and sourcing and manufacturing strategy. The module will also include sessions on fashion chain management and the impact of manufacturing on the development of a product from concept to consumer. This module is designed to simulate commercial roles with students working formatively in teams to solve authentic business problems and to create commercial outcomes. Students will be provided with teaching and learning activities to guide research and identify problem solving approaches, but the solutions and proposals are primarily student led and negotiated.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • A range of contextual issues that affect fashion including ethical, cultural and environmental issues;
  • How to identify and target a market with a product or range while considering the commercial environment & the constraints of a fashion brand, alongside the impact of current fashion trends;
  • The role of manufacturing and its impact upon product development and life cycles.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Apply your knowledge and critical understanding of fashion buying and merchandising to increasingly complex situations including Supply Chain Management;
  • Effectively generate ideas, fashion concepts and proposals individually;
  • Apply independent problem-solving skills within all aspects of a project, including generating ideas, cost and retail pricing strategies and proposing solutions.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Effectively present and articulate your ideas through oral, visual and written formats;
  • Manage own workload with increasing autonomy.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Confidently apply a range of extended digital media skills to the production of your work for a defined target market in the production of a proposed range with supporting merchandising figures.


• The Fashion Market place and dynamics • Product development process including Design & Buying • Product trends in fashion • Sourcing and Supply management • Product Range Planning & Sales forecasting • Buying and Merchandising Skills including with cost & retail pricing strategies • Marketing Frameworks including SWOT, positioning Maps, Ansoff’s Growth Strategy and sub – branding • The role of Buying and Merchandising in the workplace • Mood board development & digital presentation

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 • Study Skills Hub

Follow-up work90
Practical classes and workshops20
Wider reading or practice20
Preparation for scheduled sessions38
Completion of assessment task80
Total study time300

Resources & Reading list

Brannon .E (2010).  Fashion Forecasting. 

Journals of Fashion Marketing (accessed via Library link for Emerald Publishing).

Jackson.T & Shaw.D (2008). Mastering Fashion Marketing. 

Busiess Fashion.

Hines and Bruce. Fashion Marketing. 

Kim. E, Fiore.A.M & Kim.H, (2013). Fashion Trends: Analysis and Forecasting. 


Seivewright.S (2012). Research & Design. 

Kotler.P & Armstrong G (2017). Principles of marketing, Global Ed. 

Shaw D & Koumbis D (2017). Fashion Buying. 

Raymond M (2010). The Trend Forecasters Handbook. 


Jackson & Shaw (2090). Fashion Buying & Merchandising. 

Adobe. (Tutorials)

Lynda (Software Tutorials).

blackboard. (E:learning)

The library provides comprehensive advice on researching and referencing material;.

Academic Skills. Academic Skills

Study Skills.



MethodPercentage contribution
Digital presentation  (10 minutes) 30%
Illustrated report  (2000 words) 70%


MethodPercentage contribution
Illustrated report  (2000 words) 100%


MethodPercentage contribution
Illustrated report  (2000 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:

Design 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

Optional study visits cost approx. £25 per student (cost based on previous years) Any observational research undertaken in addition to the above may also result in additional costs in travel, should the student choose to travel to trade shows/ fairs/ exhibitions to inform their work.


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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