MSc International Fashion Marketing / Course details
Year of entry: 2019
Course unit details:
|Unit level||FHEQ level 7 – master's degree or fourth year of an integrated master's degree|
|Teaching period(s)||Semester 2|
|Offered by||Alliance Manchester Business School|
|Available as a free choice unit?||No|
The unit looks at aspects of retail marketing strategy and the retail marketing mix with particular focus on understanding the consumer and competitors in the context of the overall organisation. Marketing planning, market segmentation, branding and promotion within the overall retail experience for the consumer is covered.
The unit aims to provide an understanding of retail marketing, to examine the value of marketing in maintaining a successful retail business in a rapidly changing market and to consider effective practices of retail marketing. The unit consists of a blend of theoretical, case material and practical examples.
Knowledge and understanding
A1. Describe the typical marketing approaches used by fashion retailers
A2. Explain the link between strategy and execution
B1. Demonstrate the skills of critical thinking and analysis.
B2. Develop analytical skills in market dynamics
B3. Evaluate strategies to meet given objectives
C1. Develop practical understanding of sales and marketing tactics
C2. Develop presentation and communication skills
Transferable skills and personal qualities
D1. Develop capability in the process and techniques of student-directed learning
D2. Demonstrate an ability to solve problems
¿ Market Strategy and Segmentation
¿ Customer Behaviour
¿ Branding and Retail Image
¿ Marketing Tactics
Teaching and learning methods
Lectures and seminars. Supported by Blackboard.
|Written assignment (inc essay)||30%|
Attending lectures, joining discussions about case studies and doing short work tasks set within the lecture session.
Undertaking work in groups and presenting to the whole class with follow-up feedback.
Replying to individual questions at the end of each lecture session and providing brief replies to e-mails.
Messages may be sent to the whole class via Blackboard if the point raised could be of benefit to the whole class.
- Main texts:
Sullivan & Adcock, Retail Marketing, Thomson, 2002
Dunne, Lusch & Carver, Retailing, Cengage, 2014
Blythe, Principles and Practice of Marketing, Sage, 2014
- Additional references:
Perry & Spillecke, Retail Marketing and Branding, Wiley, 2010
Egan, Marketing Communications, Thomson, 2007
Dibb & Simkin, Marketing Essentials, Cengage, 2013
Kapferer, The New Strategic Brand Management, Kogan Page, 2004
Students will also be encouraged and expected to use on-line resources and library facilities. A resource list is provided to the students at the start of the course and additional references to support each topic are provided during each lecture session.
|Scheduled activity hours|
|Independent study hours|
|Lynn Sheppard||Unit coordinator|