BSc Fashion Marketing

Year of entry: 2022

Course unit details:
Strategic Marketing

Unit code MATS34531
Credit rating 40
Unit level Level 6
Teaching period(s) Semester 1
Offered by Department of Materials
Available as a free choice unit? No

Overview

Strategy is concerned with decisions relating to the scope and scale of the business, and the direction(s) in which it should grow and develop in the future. 

Aims

This unit aims to provide an in-depth critical insight into strategic marketing and retail planning within the global fashion retailing industry, with the view to achieving competitive advantage through products and markets. It recognises the significance of environmental auditing and introduces techniques which can be used by fashion organisations to capitalise on lucrative opportunities within global markets. The identification and deployment of core competencies and capabilities through the implementation of marketing strategy is pivotal to this unit. More specifically, this unit aims to:

1. Provide a critical appreciation of the scope and theoretical perspectives on strategic marketing and retail.

 

2. Relate the relevant theories of strategic marketing to contemporary practice within the global fashion retailing industry.

 

3. Assess how strategic marketing can be applied to retail fashion businesses for contributing towards organisational success.

 

This unit provides an introduction to the principles of strategy and strategic marketing in a specific contemporary retail context, including:

  • The nature of strategic marketing and retail and its relationship with corporate strategy
     
  • Sustainable competitive advantage
     
  • Globalisation/contemporary developments.
     
  • Alternative perspectives on – and approaches to - strategic planning.
     
  • Analysis, consolidation & objective setting.
     
  • Academic modelling.
     
  • Internationalisation, strategic options, choice & direction.
     

 

 

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, seminars, case study analysis and discussions.

The lectures introduce students to theoretical models and frameworks related to strategic retail marketing and how this function fits within the overall strategic retailing domain. Theory is illustrated using a wide range of applied examples from the fashion textiles retailing industry.

The seminars allow the students to explore and apply theory presented in the lectures through use of independent research, case-studies and critical discussion.

The supportive framework of lectures, seminars and assessment strategy assists the students in achieving the learning outcomes of the unit and programme.

Blackboard will be used to upload lecture content and useful material, in addition to a group discussion board to answer frequently asked questions on the unit.

Class contact for semester 1 & 2 amounts to 66 hours.

Students are then expected to engage with 334 hours of independent learning throughout the year.

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Knowledge and understanding

Upon completion of this unit students should be able to:

 

  1. Critique the strategic marketing process at corporate, business and functional levels.
     
  2. Analyse and evaluate strategic marketing situations within global contexts, in particular the impact of culture and other contemporary forces in their assessment of viable marketing opportunities.
     
  3. Recommend strategic direction by assessing and applying a range of theoretical tools, market-screening exercises, and by making use of reputable data.
     
  4. Evaluate a range of market entry methods and assess which course of action is most appropriate for a fashion brand.
     
  5. Create a convincing and well-evidenced strategic marketing plan for a fashion brand's international expansion.
     
  6. Acquire the necessary business skills for the formulation of strategic and operational marketing plans.
     
  7. Critically reflect upon, and evaluate, their own process of conducting a strategic marketing planning process.


 

 

Intellectual skills

Upon completion of this unit students should be able to:

 

  1. Critique the strategic marketing process at corporate, business and functional levels.
     
  2. Analyse and evaluate strategic marketing situations within global contexts, in particular the impact of culture and other contemporary forces in their assessment of viable marketing opportunities.
     
  3. Recommend strategic direction by assessing and applying a range of theoretical tools, market-screening exercises, and by making use of reputable data.
     
  4. Evaluate a range of market entry methods and assess which course of action is most appropriate for a fashion brand.
     
  5. Create a convincing and well-evidenced strategic marketing plan for a fashion brand's international expansion.
     
  6. Acquire the necessary business skills for the formulation of strategic and operational marketing plans.
     
  7. Critically reflect upon, and evaluate, their own process of conducting a strategic marketing planning process.


 

 

Practical skills

Upon completion of this unit students should be able to:

 

  1. Critique the strategic marketing process at corporate, business and functional levels.
     
  2. Analyse and evaluate strategic marketing situations within global contexts, in particular the impact of culture and other contemporary forces in their assessment of viable marketing opportunities.
     
  3. Recommend strategic direction by assessing and applying a range of theoretical tools, market-screening exercises, and by making use of reputable data.
     
  4. Evaluate a range of market entry methods and assess which course of action is most appropriate for a fashion brand.
     
  5. Create a convincing and well-evidenced strategic marketing plan for a fashion brand's international expansion.
     
  6. Acquire the necessary business skills for the formulation of strategic and operational marketing plans.
     
  7. Critically reflect upon, and evaluate, their own process of conducting a strategic marketing planning process.


 

 

Transferable skills and personal qualities

Upon completion of this unit students should be able to:

 

  1. Critique the strategic marketing process at corporate, business and functional levels.
     
  2. Analyse and evaluate strategic marketing situations within global contexts, in particular the impact of culture and other contemporary forces in their assessment of viable marketing opportunities.
     
  3. Recommend strategic direction by assessing and applying a range of theoretical tools, market-screening exercises, and by making use of reputable data.
     
  4. Evaluate a range of market entry methods and assess which course of action is most appropriate for a fashion brand.
     
  5. Create a convincing and well-evidenced strategic marketing plan for a fashion brand's international expansion.
     
  6. Acquire the necessary business skills for the formulation of strategic and operational marketing plans.
     
  7. Critically reflect upon, and evaluate, their own process of conducting a strategic marketing planning process.


 

 

Assessment methods

Method Weight
Written exam 30%
Portfolio 70%

Feedback methods

Written and verbal

 

Recommended reading

Essential Texts (Provided on Blackboard)

Doole, I. & Lowe, R. (2016) International Marketing Strategy: analysis, development and implementation, South Western Cengage Learning, Ohio

Ryding, D. (2016) Strategic Marketing Support Reader

Vignali C, Vranesevic, T. and Vrontis D. (2006) Retailing and Marketing Strategy, Accent Press, Zagreb

Recommended Readings        

Hooley, G., Piercy, N., Nicoulaud, B. (2017) Marketing Strategy and Competitive Positioning, Prentice Hall, UK 

 

Hollensen, S. (2013) Global Marketing, Prentice Hall, UK

 

Vignali, C. & Vrontis, D. (2006) Global Marketing and Export Management, Foxwell & Davies ltd, UK

Vignali, C., and Vignali, G. (2010) Fashion Marketing; Theory and Practice, Access Press, UK

Other Useful Texts

Adcock, D.  (2000) “Marketing Strategies for Competitive Advantage” Wiley

Burk–Wood, M (2003) The Marketing Plan, Prentice Hall

Dicken, P. (2014) Global shift: Mapping the changing contours of the world economy, Sage Publications, LA
 

Keegan, W.J., Green, M.C. (2017) Global Marketing, Prentice Hall, UK

 

Jain, S.C. (2000) Marketing Planning and Strategy, South-Western/Thompson Learning

Scheduled activity hours Lectures 66

Independent study hours
Independent study 334

Teaching staff

Staff member Role
Jack Coffin Unit coordinator

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