MSc International Fashion Marketing / Course details

Year of entry: 2020

Course unit details:
Multi-Channel Marketing

Unit code MATS66612
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Offered by Department of Materials
Available as a free choice unit? No


Welcome to Multi-Channel Marketing.


The unit aims to: Provide students with understanding of the opportunities, challenges and complexities of multi-channel marketing in the contemporary fashion retail environment;  Provide students with a thorough grounding in the various forms of marketing communications and how they contribute to the integration of channels; and  Enable students to develop the necessary skills and understanding to critically evaluate and analyse real world scenarios.

Learning outcomes

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





Teaching and learning methods

Lectures, group tutorials (problem sessions), recommended textbooks, web resources, self- teaching worked examples, past exam papers, electronic supporting information (Blackboard).


Knowledge and understanding

Demonstrate knowledge and understanding of the effect of multichannel marketing as a competitive strategy for fashion retail.  

Demonstrate knowledge and understanding of multichannel marketing practices. 

Demonstrate knowledge of the typical marketing approaches used by multichannel retailers. 

Explain the link between the fashion marketing communications mix and multichannel retailing. 

Intellectual skills

Draw reasoned conclusions relating to multi-channel marketing, issues and concepts. 

Appreciate the theoretical underpinning of multichannel marketing strategies.

Demonstrate skills necessary to interpret analyse and draw conclusions from journal articles being appreciative of the many factors which can have an influence on marketing strategies. 

Demonstrate the skills of critical thinking and analysis.


Practical skills

Use appropriate sources of information to gain relevant information on multi-channel marketing and the fashion industry.

Write a cogent report and develop communication skills.  

Ability to ‘pitch’ ideas outlining research and strategic recommendations.

Develop presentation skills and team-working skills. 

Transferable skills and personal qualities

Apply subject knowledge

Communicate effectively to demonstrate knowledge of multichannel marketing and the fashion business environment. 

Solve problems. Demonstrate strategic analytical skills. 

Work independently and collaboratively on project based work.  

Utilise creative and problem solving techniques to generate solutions.

Demonstrate a general working knowledge of the Windows and associated software such as Word, Microsoft Video and Power Point. 

Show a high level of competence across a range of communication skills.  


Assessment methods

Method Weight
Written exam 70%
Written assignment (inc essay) 30%

Feedback methods

Feedback give verbally and written.

Recommended reading

Students are not required to purchase any textbooks for this module. The following are recommended.

  • McIntyre, C., Melewar, T.C. & Dennis, C. (2016) Multi-Channel Marketing, Branding and Retail Design: New Challenges and Opportunities, Emerald Publishing Limited.
  • Chaffey, D. & Ellis-Chadwick, F. (2016) Digital marketing: strategy, implementation and practice, 6th edition, Pearson.
  • Fill, C. & Turnbull, S. (2016) Marketing Communications: discovery, creation and conversations, 7th edition, Pearson.
  • Goworek, H. & McGoldrick, P. (2015) Retail Marketing Management, Pearson.
  • Lea-Greenwood, G. (2012) Fashion Marketing Communications, Blackwell Science, Oxford
  • Clow, K.E. & Baack, D. (2016) Integrated advertising, promotion and marketing communications, 7th edition, Pearson, Harlow.
  • Persuit, J. (2013) Social Media and Integrated Marketing Communication: A Rhetorical Approach, Lexington Books, Plymouth.
  • Poloian, L. (2009) Multi-channel Retailing, Fairchild Books, New York.
  • Jackson, T. & Shaw, D. (2009) Mastering Fashion Marketing, Palgrave Macmillan.
  • Shimp, T. (2009) Integrated marketing communications in advertising and promotion, 8th edition, Cengage.
  • Wilson, H., Street, R. And Bruce, L. (2008) The Multi-channel Challenge: integrating customer experiences for profit, Elsevier, Oxford.
  • Copley, P. (2004) Marketing Communications Management, Elsevier, Oxford.
  • Hackley, C. (2005) Advertising and Promotion: Communicating Brands, Sage, London.
  • Pringle, H. (2004) Celebrity Sells, Wiley, Chichester.


Websites to Look for Journal Articles


Some Relevant Journals to Consult using E-journals via Library Website:

  • European Journal of Marketing
  • European Retail Digest
  • Harvard Business Review
  • Journal of Marketing Management
  • International Journal of Retail and Distribution Management
  • Journal of Retailing and Consumer Services
  • Internet Research: Electronic Networking Applications and Policy
  • Journal of Marketing
  • Journal of Retailing
  • Journal of Brand Management
  • Consumption, Markets and Culture
  • Journal of Fashion Marketing and Management

Study hours

Scheduled activity hours
Lectures 24
Independent study hours
Independent study 126

Teaching staff

Staff member Role
Patsy Perry Unit coordinator

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