Fashion Management 2

Learning Outcomes

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:

• Critically evaluate a diverse range of relevant academic and market intelligence sources around business and equity debates in the contemporary global fashion industry.
• Design management strategies that increase fashion business growth and build brand equity, based on your analysis of relevant factors.

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:

• design and deliver work of a professional standard, applying a range of effective communication approaches including written and digital media;
• demonstrate awareness of ethical considerations in regards to the sustainable management of the global fashion industry.

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.

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)

Resources & Reading list

Internet Resources

E-Learning.

Wrap.

Made by.

McKinsey Market Reports.

The Future Laboratory.

Greenpeace.

Business of Fashion.

Just Style.

Eco Fashion World Online.

E-Learning.

Bain&Co Market Reports.

E-Learning.

PETA.

Drapers Online.

E-Learning.

LS:N Global.

E-Learning.

E-learning.

Mintel Market Intelligence.

E-learning.

WGSN.

Journal Articles

Harvard Business Review.

Journal of Fashion Marketing and Management.

Journal of Marketing Communications.

Business Horizons.

International Journal of Market Research.

Journal of Consumer Research.

Journal of Marketing.

Journal of Brand Management.

Textbooks

Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice. London: Pearson.

Idowu, S O., Vertigans, S (2016). Stages of Corporate Social Responsibility: From Ideas to Impacts (CSR, Sustainability, Ethics & Governance). Spinger.

Percy, L., Rosenbaum-Elliot, Richard (2016). Strategic Advertising Management. Oxford University Press.

Kapferer, JN (2015). Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare.. London: Kogan Page.

Kotler, P and Keller, K. (2016). Marketing Management. Cambridge UK: Pearson.

Fletcher, K. (2016). Craft of Use Post-Growth Fashion. London: Routledge.

Chernev, A. (2012). Strategic Marketing Management. Cerrebellum Press.

Kotler, P. & Keller, K. L. (2015). Global Marketing Management. Harlow, UK: Pearson.

Mullet, K.K., Bryant, N.O., Burns, L.D. (2016). The Business of Fashion. London: Fairchild Books.

Mink Rath, P. (2014). The Why of the Buy: Consumer Behaviour and Fashion Marketing.

Kotler, P. and Armstrong, A. (2016). Principles of Marketing European Edition,.

Choi, TM. & Cheng, TCE. (2015). Sustainable Fashion Supply Chain Management: From Sourcing to Retailing. Springer.

Tungate, M (2012). Fashion Brands: Branding Style from Armani to Zara.

Aaker, D. (2014). Aaker on Branding: 20 Principles that Drive Success..

Pegler, M.M and Kong, Anne (2018). Visual Merchandising.

Padovani, C and Whittaker, P. (2017). Sustainability and the Social Fabric. London: Bloomsbury Academic.

Posner, H (2015). Marketing Fashion: Strategy, Branding and Promotion. London: Laurence King.

De Chernatony, L. Creating Powerful Brands ..

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.

Granger, M.M.and Sterling, T. (2015). Fashion Entrepreneurship: Retail Business Planning. Bloomsbury.

Belz, F. and Peattie, K (2012). Sustainability Marketing: A Global Perspective. Chicester UK: John Wiley & sons.

Morgan, T. (2016). Visual Merchandising: Windows and in-store displays for retail.

Fletcher, K. and Grose, L (2012). Fashion & Sustainability: Design for Change. London: Laurence King.

Fernie, J. and Grant, DB. (2015). Fashion Logistics: Insight into the Fashion Retail Supply Chain. Kogan Page.

Goworek, H and Henninger, C.E. (2017). Sustainability in Fashion: A Cradle to Upcycle Approach. London: Palgrave McMillan.

Chaffey, D. and Ellis-Chadwick, F (2015). Digital Marketing: Strategy, Implementation and Practice.. London: Pearson.

Kapferer, J.N. & Bastien, V (2012). Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. London: Kogan Page.

Fletcher, K. and Tham, Matilda (2016). Routledge Handbook of Sustainability and Fashion. New York: Routledge.

Black, S and Alexander, H. (2012). The Sustainable Fashion Handbook. Thames and Hudson.

Chaffey, D (2014). Digital Business and E-Commerce Management.

Keegan, C. and Warren, M.C (2016). Global Marketing. Pearson.

Bell, J and Ternus, K. (2017). Silent Selling: Best Practices and Effective Strategies in Visual Merchandising.

Chevalier, M and Mazzalovo G. (2008). Luxury Brand Management: A world of privilege.

Okonkwo, U. (2010). Luxury Online: Styles, Systems, Strategies. Palgrave Macmillan.

Kotler, P. and Kartajay, H (2017). Marketing 4.0: Moving from Traditional to Digital. Chicester, UK: John Wiley & Sons.

Kohrer, E. and Schaffrin, M. (2016). Fashion Made Fair: Modern-Innovative-Sustainable.

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.

Formative

Formative assessment description

Summative

Summative assessment description

Referral

Referral assessment description

Repeat

Repeat assessment description

Repeat Information

Repeat type: Internal & External