The University of Southampton
Courses

ARTD3039 Strategic Fashion Marketing Plan

Module Overview

Building on your extended knowledge and understanding of fashion marketing and associated business practices and theories, this module offers you the opportunity to identify and develop fashion marketing strategies and methods from initial concept to a final proposal.

Aims and Objectives

Module Aims

- To enable you to deepen, broaden and consolidate your knowledge of fashion marketing and marketing communications - To demonstrate a confident analytical approach to assimilation and evaluation of research material - To develop a more integrated approach to fashion marketing and its constituent elements - To work to a standard of professionalism and autonomy in preparation for your Final Fashion Marketing Project

Learning Outcomes

Knowledge and Understanding

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

  • Strategic planning and decision making processes and an understanding of the nature of strategy in fashion marketing
  • Market research demonstrated through the appropriate selection and application of marketing tools and methodologies
  • Competitive positioning and market-driven strategic planning
  • How to integrate a range of skills and practices to the development of a strategic fashion marketing plan
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Application of critical thinking and selective practice through the generation of a range of ideas which are evaluated and developed to a marketing plan
  • Hold a critical and strategic view of contemporary fashion marketing business and be able to test assumptions
  • Define, examine and propose a solution by evaluating statements and considering qualitative and quantities evidence
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Apply effective self-management to the development and completion of your work
  • Communicate effectively and with authority in writing and orally, using a range of media which are widely used in business
  • Demonstrate interpersonal skills of effective listening, negotiating persuasion and presentation
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Demonstrate your ability to formulate a realistic strategic marketing plan in response to identified opportunities and market conditions in the fashion sector
  • Application of a well considered and well defined strategic audit to the formulation of a final marketing plan
  • Integrate a range of techniques, methods, technologies and tools in the development of your market audit and final plan

Syllabus

Building on your extended knowledge and understanding of fashion marketing and associated business practices and theories, this module offers you the opportunity to identify and develop fashion marketing strategies and methods from initial concept to a final proposal. In negotiation with your tutors you may either work from an externally set brief or formulate a brief to reflect a simulated business situation. You are encouraged to utilise taught elements of fashion marketing and management, interpersonal skills, critical and analytical thinking, problem solving and creative communication and presentation skills towards the development of a strategic marketing initiative and implementation plan. With tutor guidance and support you will draw upon your acquired knowledge and fashion marketing skills to develop a more integrated approach to the selection and application of creative and business marketing tools and methodologies. Working more autonomously, you are encouraged to adopt a highly professional approach to your work aligned to your intended career path and in preparation for your Final Fashion Marketing Project.

Learning and Teaching

Teaching and learning methods

Teaching methods include - Seminars - Tutorials - Group critiques Learning activities include - Seminars - Tutorials - Group discussion - Presentations - Library resources - Subscription resources - Peer group learning

TypeHours
Preparation for scheduled sessions50
Completion of assessment task90
Lecture24
Lecture24
Tutorial24
External visits8
Wider reading or practice83
Fieldwork34
Follow-up work113
Total study time450

Resources & Reading list

Burk wood, Marian (2013). Essential Guide to Marketing Planning. 

Wilson R, Gilligan c (2003). Strategic Marketing & Management. 

Egan C (2003). The CIM Handbook of Strategic Marketing. 

Schmidt R A & Wright H (1996). Financial Aspects of Marketing. 

Assessment

Formative

Feedback

Summative

MethodPercentage contribution
Audit  (2500 words) 30%
Group presentation  (20 minutes) 20%
Marketing plan  (2500 words) 50%

Repeat

MethodPercentage contribution
Marketing plan  (5000 words) 100%

Referral

MethodPercentage contribution
Marketing plan  (5000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

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:

Travel Costs for placements

There are minimal costs for this module. However the student will need to pay for Travel to London, printing costs and travel to stores.

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 www.calendar.soton.ac.uk.

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