MSc International Fashion Marketing / Course details

Year of entry: 2020

Course unit details:
Strategic Marketing

Unit code MATS67151
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by School of Materials
Available as a free choice unit? No


This unit will help develop the critical awareness involved when making strategic decisions within an



The unit aims to:


build students’ skills in conducting strategic analysis in a variety of industries and competitive situations and to provide you with a stronger understanding of the competitive challenges of a global market environment;


provide a realistic experience in crafting business strategy, reasoning carefully about strategic options, using what-if analysis to evaluate action alternatives, and making sound strategic decisions;


develop students’ powers of managerial judgment, the ability to assess business risk, and improve your ability to create results oriented action plans.



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

This unit will make use of a variety of learning and teaching processes including: lectures, discussions, group activities and independent study.

Blackboard will be used to present lecture notes, guided reading, articles and other information.


Knowledge and understanding

Develop the capability to think strategically about a company, its business position, how it can gain a sustainable competitive advantage, and how its strategy can be implemented and executed successfully

Intellectual skills

Develop managerial problem solving and decision-making skills to bridge the gap between theory and practice

Practical skills

Develop a comprehensive strategic management plan that includes both domestic and international components

Transferable skills and personal qualities

Assess and analyse competitive situation, effectively using the appropriate tools and frameworks

Assessment methods

Method Weight
Written assignment (inc essay) 25%
Report 75%

Feedback methods

Coursework - Feedback is provided in class during Week 5

Report - Feedback is provided in the new year on a one-to-one basis


Recommended reading

Akehurst, G. & Alexander, N., (eds.) (1996), The Internationalisation of Retailing, London, Frank Cass

Brassington, F. and Pettitt, S. (2003), Principles of Marketing 3rd edition Harlow, Pearson Education Ltd

Easey, M. Ed. (2002), Fashion Marketing Blackwell Science, Oxford

Frings, G.S. (2005,) Fashion from Concept to Consumer 8th ed., Upper Saddle River, Pearson Education Inc.

Hines, A. & Bruce, M., (eds.) (2002), Fashion Marketing – Contemporary Issues, London, Butterworth Heinemann

Jackson, T. & Shaw, D. (2001), Mastering Fashion Buying & Merchandising Management,  Macmillan, London

Jobber, D. & Fahy, J. (2006), Foundations of Marketing McGraw-Hill, Maidenhead

Jones, R.M. (2006), The Apparel Industry 2nd edition Blackwell Science, Oxford

Lancaster, G. and Reynolds, P., (2002), Marketing: The One Semester Introduction, London, Butterworth Heinemann

McGoldrick, P. (2002), Retail Marketing, 2nd ed., London, McGraw-Hill Education

Oelkers, D.B. (2004), Fashion Marketing, Thomson, Ohio

Smith, P.R. and Taylor, J. (2005), Marketing Communications: An Integrated Approach, Kogan Page, London

Soloman, M., Bamossy, G. and Askegaard, S. (2006), Consumer Behaviour: A European Perspective, 3rd edition, Pearson

Solomon, M. R., & Rabolt, N.J. (2004), Consumer Behaviour in Fashion,  Upper Saddle River, Prentice Hall Inc

Tungate, M. (2005), Fashion Brands: Branding Style from Armani to Zara, Kogan Page, London

Usunier, J. C., (1993), International Marketing: A Cultural Approach, London, Prentice Hall

Vignali, G & Vignali, C., (2009) Fashion Marketing & Theory. Access Press UK

Vignali, G, Vignali. C & Ryding, D (2010). The Strategy Process, Access Press UK

Wright, R. (2006), Consumer Behaviour Thomson, London




Fashion Weekly

International Journal of Retail Distribution and Management

International Textiles

Journal of Fashion Marketing and Management

Journal of Marketing

Journal of Marketing Management

International Journal of Retail and Distribution Management

Journal of Textile Institute




Company Websites



Just style

Study hours

Independent study hours
Independent study 0

Teaching staff

Staff member Role
Gian-Paolo Vignali Unit coordinator

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