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The University of Southampton
Winchester School of ArtPostgraduate study

MA Fashion Marketing and Branding

Taught within an art school renowned for its fashion expertise, this master’s degree provides essential fashion marketing and branding knowledge, as well as extensive industry exposure that will enhance your career prospects.

Applications for 2020 entry to this course are now closed. We have a range of other related courses that you may want to consider.

Introducing your course

MA Fashion Marketing and Branding will prepare you for a fulfilling career in the dynamic fashion industry. You’ll receive essential marketing and branding education, alongside an understanding of contemporary fashion issues and trends, such as globalisation, technological advances, fast fashion and sustainability. There is also a strong emphasis on employability and professional skills, with lectures and workshops focused on helping you achieve your career ambitions. Academics bring fashion sector experience and research expertise to the course. Their industry connections and the School’s close proximity to London means a high level of industry exposure throughout the course, through guest lectures and visits to fashion events. Based within a vibrant art school, rather than a business or management school, you’ll benefit from a concentration of fashion expertise and opportunities to put your skills into practice through collaborative projects with fashion design students. You’ll graduate with a Russell Group university degree and the skills and knowledge necessary to advance your fashion career or continue your studies at PhD level.

We welcome students from a range of backgrounds and academic disciplines, including recent graduates who want to gain specialist knowledge and professionals looking to advance or re-focus their careers. The course will be of interest if you are a business, management or marketing student who wants to specialise in fashion, or if you have studied a creative subject and want to develop your business skills.

View the programme specification for this course for 2020/21 entrants

View the programme specification for this course for 2021/22 entrants

Programme Structure

This is a one-year, full-time masters degree course. You’ll complete taught modules, followed by a period of study for your final project.

In semester one you’ll take a module covering key issues and trends in today’s fashion industry, gaining an overview of contemporary developments and emerging markets. This provides a context for your studies, and is particularly useful for students without a fashion background.

There are two Fashion Management and Marketing modules across the two semesters. The first covers different aspects of fashion consumer behaviour, including consumer psychology, sociology and cultural influences. It will also teach you about fashion branding strategies, from building start-up brands to the management of brand architecture for more established brands.

The second Fashion Management and Marketing module allows you to apply and develop your knowledge using Harvard Business School case studies of real brands such as Louis Vuitton and Burberry. This practical approach involves ‘advising’ the brands on all aspects of their future marketing strategy.  

Two Professional and Academic Skills modules will provide training in key elements of academic study, including literature reviews and research methodologies. They also focus on employability, ensuring you have the essential skills you’ll need to start or advance your fashion industry career. The modules include guest lectures on different career paths and how to approach employers, and workshops covering different stages of the application process. For example, you’ll be asked to find a real fashion industry job that interests you and write an example CV and covering letter, receiving feedback to help you enhance your prospects. Seminars will also allow students to simulate a real, live fashion industry job interview and full interview performance feedback will be given too.

In semester two you’ll have the opportunity to personalise your course by choosing an optional module from a range of complementary subject areas. Depending on your background and your career aims, you might choose a fashion-focused module looking at visual culture or sustainability in fashion, or gain a wider perspective on marketing by taking digital marketing or global marketing. Or, if you are interested in establishing your own brand, you may choose the entrepreneurship module.  More artistic options are also on offer such as Visual Culture, while those more interested in new media and the latest technologies can choose Digital Culture.

You can also tailor your studies by choosing a topic for your final project. This is a chance to study as specialist area relating to a fashion sector, marketing approach, company or geographic area relevant to your career goals. If you are keen to develop your own brand you could use the final project to do a viability study or conduct consumer research. You’ll work on your final project proposal during the second Professional and Academic Skills module, with support from your tutors, and you’ll be allocated a supervisor with related expertise to guide you during your period of independent research.

Past students’ final projects have covered areas including celebrity endorsement, the influence of social media on fashion consumers, brand strategy across cultures, sustainability and ethical issues in fashion.

Industry connections  

You’ll be exposed to external industry professionals throughout the course. This will enable you to gain insights into the latest sector issues, find out about career options and build your networks.

You’ll hear from regular guest lecturers from across the sector, including global brands such as Burberry and niche luxury brands such as Shanghai Tang. The course includes at least one study visit to a fashion event, conference or exhibition in London, where you can mix with industry professionals and see the latest designs.

In addition, you’ll be working in close proximity with the art school’s fashion design students, offering the opportunity to understand the fashion design process and gain practical marketing experience through collaborative projects. For example, our students recently worked on the marketing for a student fashion show held in Southampton’s main shopping centre.

Well-connected, research-active academics

The teaching team is actively involved in fashion marketing and branding research. Our academics are widely published and regularly participate in international conferences, ensuring that you learn about the latest issues, debates and research findings. In addition, many of our staff have industry experience; some are currently involved in the industry through consultancy or their own labels. They use their links with the fashion industry and with other leading fashion academics to bring a range of perspectives to the course.

Programme leader Mike Bastin has more than 20 years’ experience as a marketing academic, specialising in fashion brand management and consumer behaviour. During this time he has developed a global network of industry contacts. He has worked all over the world, including teaching at leading Chinese universities and delivering training to international businesses based across China. His research focuses on the cultural, social and personal influences on fashion brand consumption. He regularly contributes to international media on fashion issues, with regular articles in China Daily and appearances on BBC World and China Central Television.

Dr Eirini Bazaki’s research interests lie in the areas of branding, digital marketing and relationship marketing, with a particular specialism in brand extension. She is an active member of the European Institute for Advanced Studies in Management network and her research has been presented at prestigious conferences worldwide.

Dr Malgorzata Drewruok (Gosia) is a linguist whose research interests include the language of advertising, fashion and image, and the language of social media. She is also an experienced English for Academic Purposes tutor with detailed knowledge of academic English and study skills.

Key Facts

Gain key marketing and branding skills and a comprehensive understanding of the contemporary fashion world.

Learn from academics with a wealth of fashion industry experience and research expertise.

Guest lectures and occasional study visits to London shows offer exposure to the fashion industry throughout the course.

You can personalise the degree to achieve your ambitions through your choice of optional modules and final project topic.

Co-location with fashion design students offers the opportunity to gain experience through collaboration on joint projects.

Graduates have gone on to roles with major high-street brands and international advertising agencies, and in fashion journalism.

Did you know?

The Southampton pre-Masters can be taken if you have qualifications or grades that do not meet University of Southampton direct entry criteria but meet the minimum entry criteria. You will be guaranteed a place on your chosen masters degree programme subject to successfully completing the pre-Masters. Visit our pre-Masters Programme to find out more about these degree programmes.

Typical entry requirements

Selection process

The admissions policy for the MA Fashion Marketing and Branding is based on students having a good honours degree in a relevant subject (2.2 or above) or an equivalent standard in other qualifications approved by the University.

Mature students without formal qualifications will be considered on an individual basis depending on your previous experience and background in the subject.

If you would like the opportunity to discuss any details of the course in more detail, please email

English Language Requirements 

International and EU students applying for this programme are required to have a minimum IELTS score of Band 2C, 6.5 overall with a minimum of 6.0 in all components prior to starting the programme. For a full list of English language tests accepted please see here.

The University also runs a number of English language courses to prepare students for study, details can also be found here for more information about the WSA pre-sessionals.

Pre-sessional courses

Our pre-sessional English language courses are the best way to prepare for study at the University of Southampton. The courses will improve your capability and confidence in using English language in your studies.

Pre-masters courses

If you do not meet our entry requirements for direct entry to one of our MA programmes, you could progress to one of them via the University’s Pre-masters course.

This page contains specific entry requirements for this course. Find out about equivalent entry requirements and qualifications for your country.

Typical course content

You will work in a creative environment in which students from other programmes will be studying. You will work on projects set by your discipline and be taught by staff specific to your programme. The work which you produce will be manifested through media appropriate to your discipline and you will experience workshops specific to your programme.

Year 1

Semester One
Core [?]
A core module is a module which must be taken and passed.
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Semester Two
Core [?]
A core module is a module which must be taken and passed.
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).
Credits are based on the Credit Accumulation and Transfer Scheme (CATS).

Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he takes full advantage of the learning opportunities that are provided. More detailed information can be found in the programme handbook (or other appropriate guide or website).

Tuition fees

List of tuition fees for this course and it's variations
Course TitleAwardYear of entryMode of studyUK/EUInternational
Fashion Marketing and BrandingMA2020Full-time£9,250£18,812
View the full list of course fees


Scholarships, bursaries, sponsorships or grants may be available to support you through your course. Funding opportunities available to you are linked to your subject area and/or your country of origin. These can be from the University of Southampton or other sources.

Explore funding opportunities

Costs associated with this course

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.

There will also be further costs for the following, not purchasable from the University:

EquipmentApproved calculators: The University approved models are Casio FX-570 and Casio FX-85GT Plus. These may be purchased from any source and no longer need to carry the University logo.
StationeryYou will be expected to provide your own day-to-day stationery items, e.g. pens, pencils, notebooks, etc). Any specialist stationery items will be specified under the Additional Costs tab of the relevant module profile.
BooksWhere a module specifies core texts these should generally be available on the reserve list in the library. However due to demand, students may prefer to buy their own copies. These can be purchased from any source. Some modules suggest reading texts as optional background reading. The library may hold copies of such texts, or alternatively you may wish to purchase your own copies. Although not essential reading, you may benefit from the additional reading materials for the module.
EquipmentArt equipment and materials: Drawing paper, painting materials, sketchbooks Students on the Studio programmes will be required to purchase Sketchbooks the cost of which will vary.
EquipmentArt equipment and materials: Fabric, thread, wool Students taking the Studio based Fashion Design and Textile Design Programme will be required to purchase their own materials, the cost of which will vary. A student can choose the quality.
EquipmentDesign equipment and materials: Standard construction/modelling materials will be provided where appropriate, unless otherwise specified in a module profile. For customisation of designs/models calling for material other than standard construction/ modelling materials, students will bear the costs of such alternatives.
Printing and copyingWritten coursework: In most cases, written coursework such as essays, projects and dissertations is submitted online and by hard copy. The costs of printing a hard copy for submission of such coursework will be the responsibility of the student. The cost of photocopying will also be the responsibility of the student.
Printing and copyingPortfolio: Printing for the collation of a student’s portfolio will be the responsibility of the student.
OtherOptional Visits (e.g. museums, galleries): Some modules may include optional visits to a museum, galleries, or industry. You will normally be expected to cover the cost of travel, admission and food unless otherwise specified in the module profile.
OtherParking costs: Free parking is not normally available on campus to students.
TravelThe Student’s Union provide a mini free bus service which runs every 2 hours between the Winchester Campus and the Highfield Campus. Students are responsible for all other daily travel expenses.

In some cases you'll be able to choose modules (which may have different costs associated with that module) which will change the overall cost of a programme to you. 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

You’ll learn through a mix of lectures, seminars, tutorials and independent study, with guest lectures and study visits adding an extra dimension to your learning. Our academics use a range of interactive learning methods, including group exercises, enabling you to apply your learning and ensuring that everyone is able to participate and contribute.

Essential transferable skills are embedded into the modules, developing your ability to manage your time, communicate your ideas, critically evaluate information and work as part of a team.

Winchester School of Art has its own library on campus, which will be an invaluable resource during your studies. It holds a large collection of fashion marketing literature, including books, magazines, periodicals and online resources.

You’ll be assessed through individual written assignments for each module, including a research proposal for your final project, and on the final project itself.

Student support

We offer an informal, supportive learning environment and we have substantial experience of teaching international students from different cultures and educational backgrounds. Your personal academic tutor will be your first point of contact for any queries or issues you might have, including course related or personal matters. You’ll have a one-to-one session with your personal academic tutor within the first three weeks of every term.

All students can access English for Academic Purposes sessions tailored to the specific language and academic skills they will need for the course.

Study locations

Winchester campus

Winchester campus

Winchester School of Art is set in pleasant, green surroundings close ...Find out more

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