Fashion Marketing and Branding 2

Learning Outcomes

Knowledge and Understanding

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

• how to provide a systematic insight into organizations and professional skills relevant to the creative economy.
• how to discuss the challenges of leading and managing creativity in global contexts and multidisciplinary teams;
• how to apply current theories and practices of strategic marketing on fashion brands;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• articulate an understanding of the module’s content in a written format;
• reflect on your ability to work effectively individually in a team environment, solving problems in creative ways.
• produce work fully aware of ethical considerations and conforming to academic integrity guidelines;

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• evaluate data from a variety of sources and justify appropriate fashion marketing activities and strategies;
• demonstrate advanced level techniques in tackling fashion brand case studies.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• research and critically evaluate fashion marketing and branding strategies;
• analyse data and information and evaluate their relevance using a range of sources.

Marketing Strategy

• Definition and Perspectives
• Fashion Industry – Case Study

Strategic Orientation

• Market Analysis
• Strategic Analysis of the External Environment
• Strategic Analysis of the Internal Environment
• Marketing Strategy Development
• Fashion Industry – Case Study

Strategy and Implementation

• Hierarchy of Strategic Choices and Decisions
• Marketing Plan
• Fashion Industry – Case Study

Marketing Communications Strategy

• The Role Oof Marketing Communications
• Marketing Communication Theories and Frameworks
• Fashion Industry – Case Study

Marketing Campaign

• Identify Target Audience
• Set Communication Objectives
• Select Marketing Communications Mix
• Select Communication Channels
• Evaluate Effectiveness of Marketing Campaign
• Fashion Industry – Case Study

Teaching and learning methods

Teaching methods include

• Formal lectures
• Tutorials/workshops
• Visiting lecturers
• Case study analysis
• Student led seminar presentations

Learning activities include

• Peer group learning
• Problem solving activities
• Class discussion/critique

Resources & Reading list

General Resources

Recommended Journals. Please refer to marketing journals published on the ABS list: http://www.dilipmutum.com/2015/02/updated-abs-ranking-of-marketing.html

Internet Resources

E Learning Blackboard.

Textbooks

Rath, P. (2015). The Why of the Buy: Consumer Behavior and Fashion Marketing. New York: Bloomsbury.

Kapferer, J.N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan Page.

Harvard Business Review (2013). HBR’s 10 Must Reads on Strategic Marketing. Harvard Business Review Press.

Choi, T. (2014). Fashion Branding and Consumer Behaviours. New York: Springer.

Hines, T. & Bruce, M. (2007). Fashion Marketing - Contemporary Issues. Oxford: Butterworth-Heinemann.

West, D. and Ford, J. and Ibrahim, E. (2015). Strategic Marketing: Creating Competitive Advantage. Oxford University Press.

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

Kim, E.; Fiore, A. M. & Kim, H. (2011). Fashion Trends – Analysis and Forecasting. New York: Berg Publishers.

Yurchisin, J. (2010). Fashion and the Consumer. Oxford: Berg.

Rosenbaum, Elliot R., Percy, L. and Pervan, S. (2015). Strategic Brand Management. Oxford University Press.

Kotler, P. & Chernev, A. (2012). Strategic Marketing Management. Cerebellum Press.

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

Keller, K.L., (2012). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson.

Ensor, J. and Drummond, G. (2007). Strategic Marketing Planning and Control. Routledge Taylor and Francis Group.

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