Creative Strategy

Learning Outcomes

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• creatively employ digital technologies in the production of film / photographs.
• demonstrate in depth specialist knowledge of fashion communication in order to develop innovative strategic and creative propositions for a defined audience using moving image;

Transferable and Generic 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.
• manage your own workload with increased autonomy and apply independent problem-solving skills within all aspects of a project;
• effectively articulate your ideas through, visual and written formats;

Knowledge and Understanding

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

• the broad and evolving scope of fashion communication and the contexts in which they operate today across brands and the industry;
• the theoretical frameworks influencing fashion communication;
• the creative and strategic processes required for specific fashion markets, consumers and commercial environments.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• demonstrate your ability to select, analyse and evaluate relevant fashion information.
• effectively generate ideas, fashion concepts and proposals for a defined project brief;
• apply knowledge and critical understanding of fashion communication to increasingly complex situations;

The module will encourage you to critically evaluate contemporary fashion creative strategy from a range of marketing perspectives and indicative content includes:

• press relations;
• fashion events;
• written Content for fashion media;
• moving image for communication and promotion purposes;
• the importance of communicating the brand story;
• managing marketing communications.

You will be are encouraged to identify and select an appropriate range of text-based and electronic library resources and utilise institutional subscription services as appropriate. Seminars and lectures will provide more advanced contexts and frameworks for discussion and analysis.

Teaching and learning methods

Teaching methods:

• lectures;
• seminars;
• Moving Image workshop demonstrations;
• Photo Studio Based demonstrations;
• project briefings;
• group tutorials & discussions;
• guest speakers.

Learning activities include:

• Moving Image workshops;
• peer group learning;
• Photo Studio Based workshops;
• digital Workshops;
• Study Skills Hub.

Resources & Reading list

Internet Resources

Academic Skills.

Lynda (Software Tutorials).

Study Skills.

Adobe (Tutorials).

Blackboard (E:learning).

Nowness.

Library.

Showstudio.

Journal Articles

Journal of Fashion Marketing and Management. , Emerald.

Textbooks

Lancaster G & Massingham L (2011). Essentials of Marketing Management. Routledge.

Bergstrom, B (2008). Visual Communication. Laurence King.

Marian Frances (2009). Uncovering Fashion. Fashion Communications Across the Media.

Jandos (2007). Designing Magazines. Alworth Press.

Phillips, Loraine (2009). Publish Your First Magazine: A Practical Guide For Wannabe Publishers. 360 Books Rothstein.

Jandos, Rothstein (2007). Designing Magazines. Allworth Press Lupton.

Wheeler A (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley Hewson.

Cope J. & Maloney D. (2016). Fashion Promotion in Practice. Bloomsbury.

Swanson, K. (2008). Writing for the Fashion Business. Berg Wolbers.

Ellen (2008). Indie publishing: How to design and create your own book. Princeton Architectural Press.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.