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The University of Southampton

ARTD3063 Critical Issues

Module Overview

This module builds on the knowledge gained from parts one and two and explores the strategic issues facing fashion businesses today and in the future. Students will develop understanding of the factors which determine a business’s success or failure, and factors outside of a brand / businesses control, with view to building skills in the application of theory to practical outcomes and recommendations via a presentation. These topics might include the issue of sustainability, digital and technology, globalisation, the changing consumer or international fashion markets. It is anticipated that this module will build and develop ideas that might be used for your final project.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the process, development and impact of strategic intelligence across a range of contextual issues both inside and external to brands (e.g globalisation, innovation, sustainability, marketing ethics);
  • the theoretical frameworks influencing fashion futures.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • formulate a critical and strategic view of contemporary fashion marketing and management issues;
  • apply critical thinking and selective practice through the generation of a range of ideas which are evaluated and developed into a presentation.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • apply effective project management skills to the development and completion of your work;
  • effectively articulate ideas through oral and visual formats using a range of media widely used in business.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • develop and produce digital fashion content for a professional presentation.


Building on your existing knowledge and understanding of fashion marketing and associated business practices and theories, this module focuses on: • Why brands need to identify major issues that will impact their future business • Drawing analytical conclusions and persuasive arguments • Critical issues and their impact on business, marketing and product strategies such as sustainability, globalisation, innovation and technology • Formulating a presentation using relevant digital business tools 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 group presentation.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • lectures; • seminars; • tutorials ; • group critiques. Learning activities include: • group discussion; • presentations; • Study Skills Hub; • peer group learning.

Wider reading or practice24
Preparation for scheduled sessions14
Follow-up work40
Completion of assessment task48
Total study time150

Resources & Reading list

Blackboard (E:learning).

Kotler. P & Keller.K (2016). Marketing Management. 

Academic Skills.


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

Adobe (Tutorials).

Lynda (Software Tutorials).

Journal of Fashion Marketing and Management. ,Emerald .

Hines, T, & Bruce, M (2007). Fashion Marketing : Contemporary Issues. 

Study Skills.

Journal of Services Marketing. ,Emerald .

Brennan.R, Baines.P, Garneau.P & Vos.L (2008). Contemporary Strategic Marketing. 

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





MethodPercentage contribution
Digital presentation 100%


MethodPercentage contribution
Digital presentation  (20 minutes) 100%


MethodPercentage contribution
Digital presentation  (20 minutes) 100%


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:

Art Equipment and Materials: Drawing paper; painting materials; sketchbooks

Costs involved in the production of assessment materials aligned to this module are the responsibility of the student. REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Study Trips

Costs aligned to research trips (organised or otherwise) are also the responsibility of 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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