MSc International Fashion Marketing

This unit will introduce you to the key role effective fashion marketing communication plays in developing a fashion organisation’s strategic vision, creating brand awareness and engagement and delivering competitive advantage. 

This unit explores the various forms of fashion promotion and the opportunities, challenges and complexities of integrated marketing communications in the contemporary fashion business environment.

A greater depth of the learning outcomes will be covered in the following sections:

• Knowledge and understanding
• Intellectual skills
• Practical skills
• Transferable skills and personal qualities

This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin.

• Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of their subject, discipline, or profession in an international context
• Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context                

• Demonstrate high level cognitive skills of critical thinking, analysis and synthesis relating to fashion marketing communications concepts and issues.
• Synthesise ideas and knowledge pertaining to fashion marketing communications and evaluate a range of options to create solutions

• Find, evaluate, synthesise, and use information about fashion marketing communications from a variety of academic and industry sources.
• Express complex ideas and argument coherently in appropriate formats

Communicate complex ideas and arguments, in oral and written forms

Perform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills

Written and verbal.

• Chaffey & Ellis-Chadwick (2019) Digital Marketing: Strategy, Implementation and Practice, Pearson
• Clow & Baack (2017) Integrated Advertising, Promotion and Marketing Communications, Pearson
• Fill & Turnbull (2016) Marketing Communications, Pearson
• Lea-Greenwood (2012) Fashion Marketing Communications, Blackwell
• McIntyre et al. (2016) Multichannel-Marketing, Branding and Retail Design: New Challenges and Opportunities, Emerald