Module overview
Module Overview
The aim of the module is to provide students with an opportunity to expand their knowledge gained in the Semester 1 Fashion Management core module. This module provides students with the opportunity to explore and critically engage with issues surrounding fashion business growth, sustainability, globalisation and brand equity management. Learning will be approached through critical debate and in depth analysis of fashion industry case studies, along with advanced strategic management theory.
Aims and Objectives
Learning Outcomes
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- debate and propose management solutions to enhance the strategic development of global fashion brands, supported by management and marketing theory applied at an advanced level.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate awareness of ethical considerations in regards to the sustainable management of the global fashion industry.
- design and deliver work of a professional standard, applying a range of effective communication approaches including written and digital media;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- Current theories and practices relevant to strategic business growth and brand equity in the contemporary global fashion industry.
- the ethical and sustainability debates relevant to the contemporary fashion industry and global business practice
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Design management strategies that increase fashion business growth and build brand equity, based on your analysis of relevant factors.
- Critically evaluate a diverse range of relevant academic and market intelligence sources around business and equity debates in the contemporary global fashion industry.
Syllabus
On this module students will consolidate their learning from Fashion Management 1 to advance their knowledge in strategic business development and brand equity. This will be approached using business case studies and market research. The focus will be on developing critical awareness of the key issues faced by a dynamic global fashion industry and its relationship to sustainable business growth and building brand equity. Learning will be approached through critical debate, case study analysis, lectures, guest lectures, seminars, workshops and market research.
Learning and Teaching
Teaching and learning methods
Teaching methods include:
- Case study analysis and market research
- Lectures
- Seminars
- Workshops
- Tutorials
- Optional Field Trips
- E- Learning
- Independent self-study
Learning activities include:
- In class discussion and critical debate
- Peer learning
- Role Play
- Digital presentations
- Storyboard creation
- Writing strategic reports
- Independent learning (this will involve independent reading, analysis of key concepts, theories, case studies, undertaking research into key topics, guided reading)
Type | Hours |
---|---|
Teaching | 26 |
Independent Study | 174 |
Total study time | 200 |
Resources & Reading list
Internet Resources
WGSN.
PETA.
Wrap.
Journal Articles
Journal of Marketing Communications.
Journal of Consumer Research.
Journal of Marketing.
Harvard Business Review.
Journal of Brand Management.
Business Horizons.
International Journal of Market Research.
Journal of Fashion Marketing and Management.
Textbooks
Aaker, D. (2014). Aaker on Branding: 20 Principles that Drive Success..
Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Palgrave Macmillan.
Bell, J and Ternus, K. (2017). Silent Selling: Best Practices and Effective Strategies in Visual Merchandising.
Black, S and Alexander, H. (2012). The Sustainable Fashion Handbook. Thames and Hudson.
Kapferer, JN (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare.. London: Kogan Page.
Tungate, M (2012). Fashion Brands: Branding Style from Armani to Zara.
Idowu, S O., Vertigans, S (2016). Stages of Corporate Social Responsibility: From Ideas to Impacts (CSR, Sustainability, Ethics & Governance). Spinger.
Jin, B and Cedrola, E (2017). Fashion Branding and Communication: Core Strategies of European Luxury Brands (Palgrave Studies in Practice: Global Fashion Brand Management). New York: Palgrave McMillan.
Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.
Chernev, A. (2012). Strategic Marketing Management. Cerrebellum Press.
Fernie, J. and Grant, DB. (2015). Fashion Logistics: Insight into the Fashion Retail Supply Chain. Kogan Page.
Belz, F. and Peattie, K (2012). Sustainability Marketing: A Global Perspective. Chicester UK: John Wiley & sons.
Kotler, P. and Kartajay, H (2017). Marketing 4.0: Moving from Traditional to Digital. Chicester, UK: John Wiley & Sons.
Chevalier, M and Mazzalovo G. (2008). Luxury Brand Management: A world of privilege.
De Chernatony, L. Creating Powerful Brands ..
Fletcher, K. (2016). Craft of Use Post-Growth Fashion. London: Routledge.
Percy, L., Rosenbaum-Elliot, Richard (2016). Strategic Advertising Management. Oxford University Press.
Keegan, C. and Warren, M.C (2016). Global Marketing. Pearson.
Kotler, P. & Keller, K. L. (2015). Global Marketing Management. Harlow, UK: Pearson.
Fletcher, K. and Tham, Matilda (2016). Routledge Handbook of Sustainability and Fashion. New York: Routledge.
Chaffey, D (2014). Digital Business and E-Commerce Management.
Choi, TM. & Cheng, TCE. (2015). Sustainable Fashion Supply Chain Management: From Sourcing to Retailing. Springer.
Kotler, P. and Armstrong, A. (2016). Principles of Marketing European Edition,.
Padovani, C and Whittaker, P. (2017). Sustainability and the Social Fabric. London: Bloomsbury Academic.
Mink Rath, P. (2014). The Why of the Buy: Consumer Behaviour and Fashion Marketing.
Fletcher, K. and Grose, L (2012). Fashion & Sustainability: Design for Change. London: Laurence King.
Kotler, P and Keller, K. (2016). Marketing Management. Cambridge UK: Pearson.
Morgan, T. (2016). Visual Merchandising: Windows and in-store displays for retail.
Pegler, M.M and Kong, Anne (2018). Visual Merchandising.
Kapferer, J.N (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity).. London: Kogan Page.
Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice.. London: Pearson.
Mullet, K.K., Bryant, N.O., Burns, L.D. (2016). The Business of Fashion. London: Fairchild Books.
Kohrer, E. and Schaffrin, M. (2016). Fashion Made Fair: Modern-Innovative-Sustainable.
Kapferer, J.N. & Bastien, V (2012). Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.
Granger, M.M.and Sterling, T. (2015). Fashion Entrepreneurship: Retail Business Planning. Bloomsbury.
Posner, H (2015). Marketing Fashion: Strategy, Branding and Promotion. London: Laurence King.
Goworek, H and Henninger, C.E. (2017). Sustainability in Fashion: A Cradle to Upcycle Approach. London: Palgrave McMillan.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Digital presentation
- Assessment Type: Formative
- Feedback:
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Illustrated report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Illustrated report | 100% |
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.
Method | Percentage contribution |
---|---|
Illustrated report | 100% |
Repeat Information
Repeat type: Internal & External