BSc Fashion Marketing

Year of entry: 2022

Course unit details:
Fashion Brand Promotion

Unit code MATS21902
Credit rating 10
Unit level Level 5
Teaching period(s) Semester 2
Offered by Department of Materials
Available as a free choice unit? No

Overview

The unit builds on the theoretical understanding of marketing gained in year one and offers an opportunity for students to further develop specialist knowledge in the field of fashion brand promotion with a focus on both traditional and non-traditional marketing channels and techniques.

Aims

The unit aims to provide insights into the key theoretical and practical applications of integrated marketing communications planning,  in a contemporary global fashion industry context. Furthermore, this unit  considers some of the  important decisions, including ethical and legal issues,  surrounding the management of the promotional mix within the broader marketing agenda.

 

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

The unit is delivered in a flexible way to allow the appropriate use of time for different pedagogic methods including lectures, support sessions, case study analysis, discussions and debates. Class contact for semester 2 amounts to 18hrs. Students are then expected to engage with 82 hours of independent learning throughout the semester. The lectures introduce students to theoretical constructs and models related to fashion brand promotion, in order to develop knowledge within the integrated marketing communications domain.  Theory is illustrated by the use of a wide range of applied examples from the fashion textiles industry.  The support sessions allow the students to explore and apply theory presented in the lectures through critical debate and use of retail case-studies.  The supportive framework of both lectures and support sessions and the overall assessment assists students in achieving the learning outcomes of the unit and programme.  The assessment for this unit comprises of 100% examination (more information is provided in the assessment strategy section). Blackboard will be used for providing important materials and communication in regards to this unit. In addition, there will be a group discussion board to answer frequently asked questions.

 

 

Knowledge and understanding

By the end of the course, students should be able to:

  1. Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.
  2. Analyse important data sources to develop an appropriate context analysis for a fashion retailer. 
  3. Evaluate how advertising and other elements of the promotional mix can be used within an integrated marketing communications campaign to positively influence consumer’s perceptions of fashion brands to increase market share and sales.
  4. Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.
  5. To communicate a logical argument in writing in essay style or report format as specified.

 

Intellectual skills

By the end of the course, students should be able to:

  1. Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.
  2. Analyse important data sources to develop an appropriate context analysis for a fashion retailer. 
  3. Evaluate how advertising and other elements of the promotional mix can be used within an integrated marketing communications campaign to positively influence consumer’s perceptions of fashion brands to increase market share and sales.
  4. Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.
  5. To communicate a logical argument in writing in essay style or report format as specified.

Practical skills

By the end of the course, students should be able to:

  1. Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.
  2. Analyse important data sources to develop an appropriate context analysis for a fashion retailer. 
  3. Evaluate how advertising and other elements of the promotional mix can be used within an integrated marketing communications campaign to positively influence consumer’s perceptions of fashion brands to increase market share and sales.
  4. Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.
  5. To communicate a logical argument in writing in essay style or report format as specified.

  

Transferable skills and personal qualities

By the end of the course, students should be able to:

  1. Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.
  2. Analyse important data sources to develop an appropriate context analysis for a fashion retailer. 
  3. Evaluate how advertising and other elements of the promotional mix can be used within an integrated marketing communications campaign to positively influence consumer’s perceptions of fashion brands to increase market share and sales.
  4. Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.
  5. To communicate a logical argument in writing in essay style or report format as specified.

 

Assessment methods

Method Weight
Written exam 100%

Feedback methods

Written and verbal

Feedback provided after May Exam Period

Recommended reading

Main texts:

  • Clow, K E and Baack, D (2012) Integrated advertising, promotion and marketing communications. 5th edition Pearson, Harlow.
  • Clow, K. E. and D. Baack (2010), Integrated advertising, promotion and marketing communication, Pearson, Upper Saddle River, NJ.
  • Hackley, C. (2005) Advertising and Promotion: Communicating Brands, Sage, London
  • Jackson, T. and Shaw, D. (2009), ‘Mastering Fashion Marketing’, Palgrave Macmillan
  • Lea-Greenwood, G. in Easey, M. (2002) Fashion Marketing, 2nd ed., Blackwell Science, Oxford
  • Lea-Greenwood, G. (2012) Fashion Marketing Communications, Blackwell Science, Oxford
  • Pringle, H. (2004) Celebrity Sells, Wiley, Chichester, UK

Recommended reading:

  • Bell, J. & Ternus, K. (2006) Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, 3rd ed., Fairchild, New York
  • Harrison, S. (2000) Public Relations, Thomson learning, London
  • Lea-Greenwood, G. (1993) ‘River Island Clothing Co: A Case Study on Changing an Image’, in International Journal of Retail and Distribution Management, 21 (3)
  • Lea-Greenwood, G. (1998) ‘Visual Merchandising: A Neglected Area in UK Fashion Marketing?’, in International Journal of Retail and Distribution Management
  • Lea-Greenwood, G. (2000)’ Maine New England at Debenhams: Developing a New Range’, in Contemporary Cases in Retail Operations Management, Macmillan, London
  • Study hours

    Scheduled activity hours
    Lectures 12
    Independent study hours
    Independent study 88

    Teaching staff

    Staff member Role
    Daniella Ryding Unit coordinator

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