Module overview
On this module you will acquire knowledge of key fashion marketing and branding principles and academic theories that will enable you to gain advanced understanding into fashion brand consumer behaviour and fashion marketing and branding strategies. On a practical level, the marketing and branding of fashion brands from a wide variety of very different cultural contexts will be discussed and analysed. In particular, you will understand fully the key differences between the marketing and branding of fashion brands and marketing and branding in different industry sectors.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- key fashion marketing and branding strategies and activities;
- suitable academic theories and models that enable critical appraisal of fashion marketing and branding strategies and activities.
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:
- identify and apply the most suitable fashion marketing and branding academic theories in the context of a specific, current fashion brand situation.
- evaluate alternative fashion marketing and branding strategies and propose and justify the most appropriate choice of action for a specific fashion brand;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate ability to work effectively individually and in a team role.
- take responsibility for your own learning development and academic integrity;
Syllabus
- 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.
Learning and Teaching
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
Type | Hours |
---|---|
Teaching | 26 |
Independent Study | 174 |
Total study time | 200 |
Resources & Reading list
General Resources
General Resource.
General Resource.
General Resource.
General Resource.
General Resource.
General Resource.
Internet Resources
Fashion Industry News and Trends.
WGSN.
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.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Interim ReportSummative
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