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The University of Southampton

ARTD6130 Fashion Marketing and Branding 2

Module Overview

This module addresses key theories and models in relation to strategic marketing practices for fashion brands. The module seeks to inform your thinking in relation to the challenges of leading and managing creativity in global contexts and the macro and micro environmental factors that affect business performance and strategic orientation of a fashion brand. The module aims to advance your ability to recognise opportunities for fashion brands in a global context and develop appropriate marketing and communication strategies to address those opportunities.

Aims and Objectives

Module Aims

- to research and develop a range of marketing and communication strategies for fashion brands; - to promote awareness of current issues and developments in fashion marketing and branding.

Learning Outcomes

Knowledge and Understanding

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

  • how to apply current theories and practices of strategic marketing on fashion brands;
  • how to discuss the challenges of leading and managing creativity in global contexts and multidisciplinary teams;
  • how to provide a systematic insight into organizations and professional skills relevant to the creative economy.
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.
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;
  • produce work fully aware of ethical considerations and conforming to academic integrity guidelines;
  • reflect on your ability to work effectively individually in a team environment, solving problems in creative ways.
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.


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

Special Features

An optional one-day trip is normally scheduled as part of this module where students will be taken to a major international fashion industry exhibition/show Possible use of simulation software. Guest lectures delivered by fashion industry and academic experts are normally included in this module where possible.

Learning and Teaching

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

Independent Study174
Total study time200

Resources & Reading list

Ensor, J. and Drummond, G. (2007). Strategic Marketing Planning and Control. 

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

Recommended Journals. Please refer to marketing journals published on the ABS list:

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

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

Kim, E.; Fiore, A. M. & Kim, H. (2011). Fashion Trends – Analysis and Forecasting. 

Hines, T. & Bruce, M. (2007). Fashion Marketing - Contemporary Issues. 

Choi, T. (2014). Fashion Branding and Consumer Behaviours. 

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

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

E Learning Blackboard.

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

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

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

Yurchisin, J. (2010). Fashion and the Consumer. 

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





MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%


MethodPercentage contribution
Illustrated report  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Field Trips

A reasonable travel cost for field/study trips may not be covered by the University.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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