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The University of Southampton

ARTD6093 Research Skills (FMB)

Module Overview

Aims and Objectives

Module Aims

• equip you with a thorough grounding in research skills as a basis for your research at postgraduate level and within a professional context appropriate to your discipline • provide you with an opportunity to undertake research within the particular context of your discipline giving consideration to methods across theory and practice • explore methods and approaches to the analysis of visual, written and material sources and to consider how such analysis might be employed and integrated into original research • enable you to plan and pursue an independent research project • Prepare you for professional practice or further study.

Learning Outcomes

Knowledge and Understanding

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

  • Identify and critically evaluate research methods relevant to Fashion Marketing and Branding
  • Effectively plan specialist research using business management and design theory
  • Plan, critically evaluate and present your research
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Formulate, critically evaluate and test new ideas relevant to Fashion Marketing and Branding
  • Use appropriate research techniques to create and interpret knowledge
  • Critically appraise research methodologies in the context of Fashion Marketing and Branding.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Find, analyse and synthesise information and ideas relevant to Fashion Marketing and Branding
  • Demonstrate your ability to communicate complex ideas effectively.
  • Demonstrate your ability to critically engage with research related to Fashion Marketing and Branding.


This module will introduce you to research methods relevant to Fashion Marketing and Branding through learning activities that focus on applying these skills. A range of qualitative and quantitative research methods will be taught and used through the course of the module. You will also learn how to use academic literature to support your research, using theories and methods to develop your own research proposals. Through this practice, you will develop the ability to select and design appropriate research methods in other relevant contexts.

Special Features

Field trips will be organised so that transport to and from venues will meet the special needs of any student. The accessibility of the venue to be visited will also be assessed and any appropriate support provided to students with special needs as required.

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures • Seminars • Workshops • Tutorials • Field trips • E-learning • Independent self-study. Learning activities include • Buzz groups (short discussions in twos) • Pyramiding (where buzz groups turn into larger groups) • Rounds (giving turns to individual students to talk) • Quizzes • Problem-solving activities • Mind-mapping • Group projects • Group discussion and critique • Peer learning • Team-work • Role-play • Student presentations • Mood-board creation.

Independent Study170
Total study time200

Resources & Reading list

Guthrie, Gerard (2010). Basic Research Methods. 

O’Leary, Zina (2014). Doing Your Research Project. 

Journal of Consumer Research. Journal

Luxury: History, Culture, Consumption. Journal

Bryman, Alan and Bell, Emma (2011). Business Research Methods. 

Creswell, John W (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. 

Electronic Journal of Business Research Methods. Journal

Methodology: European Journal of Research Methods for the Behavioral & Social Sciences. Journal

Journal of Fashion Marketing and Management. Journal

Journal of Brand Management. Journal

Malhotra, Naresh K., Birks, David F. and Wills, Peter (2010). Marketing Research: an Applied Approach. 

International Journal of Market Research. Journal



In-class activities


MethodPercentage contribution
Literature review  (1500 words) 40%
Research design  (2000 words) 60%


MethodPercentage contribution
Literature review  (1500 words) 40%
Research design  (2000 words) 60%


MethodPercentage contribution
Research proposal  (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:

Travel Costs for placements

Field trips

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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