Fashion Marketing and Branding 1

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• take responsibility for your own learning development and academic integrity;
• demonstrate ability to work effectively individually and in a team role.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• demonstrate an advanced level and understanding of the importance of the cultural context in all aspects of fashion marketing and branding;
• demonstrate advanced insight into fashion brand consumer behaviour and the key reasons why and how fashion consumers behave.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• evaluate alternative fashion marketing and branding strategies and propose and justify the most appropriate choice of action for a specific fashion brand;
• identify and apply the most suitable fashion marketing and branding academic theories in the context of a specific, current fashion brand situation.

Knowledge and Understanding

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

• suitable academic theories and models that enable critical appraisal of fashion marketing and branding strategies and activities.
• key fashion marketing and branding strategies and activities;

• Market segmentation, targeting and positioning will be revisited from a fashion marketing and brand perspective with key differences highlighted clearly and discussed thoroughly.
• Fashion brand meaning and brand building across cultures will be analysed and discussed with suitable examples from a wide variety of different cultural environments.
• Brand naming strategies ranging from individual product branding to corporate branding will be discussed and analysed thoroughly, also with cultural environment in mind.

Teaching and learning methods

Teaching methods include

• Personal, one-to-one tutorials
• Seminars
• Lectures

Learning activities include

• Fashion brand news/magazine article discussion
• Critical review of key fashion marketing and branding research papers
• Tutor-guided private study and reading

Resources & Reading list

General Resources

General Resource.

General Resource.

General Resource.

General Resource.

General Resource.

General Resource.

Internet Resources

Global Brand Valuation.

BrandZ.

WGSN.

Drapers Online.

Fashion Trend Forecasting.

Fashion Industry News and Trends.

Textbooks

Kapferer, Jean-Noel (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan page.

Posner, H. (2011). Marketing Fashion. London: Laurence King Publishing Ltd.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.

Repeat Information

Repeat type: Internal & External