BSc Fashion Marketing

The unit builds on the theoretical understanding gained through the Fashion Marketing in year one, offering students a greater breadth of marketing and understanding of branding by introducing topics such as branding, brand management, and marketing planning, and the opportunity for students to apply their theoretical understanding to the fashion textiles business.

This unit aims to:

• Build on student’s foundation of knowledge of fashion marketing principles and theory
• Introduce branding and brand strategy
• Develop knowledge and understanding of the marketing planning process.

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

• Interpret the relevant marketing theory relating to branding and marketing planning
• Discuss and apply fashion marketing theory 

• Demonstrate understanding in relation to branding, the marketing mix and marketing planning by applying the relevant theory to a practical scenario in the fashion sector.
• Identify and conceptualise appropriate theories, applying them to the fashion and textile industry.
• Synthesise, assess and evaluate information and data from appropriate sources and use these to make informed, independent judgments and decision making in relation to technical product and/or business contexts.

• Source and evaluate appropriate academic material relating to fashion marketing theory and use this to develop a brand extension concept for your brand.
• Present the material in such a way that it clearly communicates the brand chosen.
• Identify and employ appropriate sources of information.

• Work effectively in a team.
• Communicate key concepts visually, orally and in a written format.
• Contributing to developing the programme learning outcomes.

Written and verbal

Core:

• Keller, K. (2013) Strategic Brand Management. 4th ed. UK: Pearson Education.

Essential:

• Fill, C. (2013). Marketing Communications: Brands, Experiences and Participation. 6th ed. Harlow: Pearson Education Limited. (pp.152-154, 160-168)
• Kotler, P. and Keller, K.L. (2017). Marketing management. 15th [edition], Global edition. Harlow, England: Pearson Education Limited.

Recommended reading:

• Blythe, J. and Megicks, P. (2010). Marketing planning: strategy, environment and context. First edition. Harlow, England: Financial Times/Prentice Hall.
• Brandão, S. (2020). A dynamic approach to brand portfolio audit and brand architecture strategy. European business review, 32(2), pp.181–210. Available through the Library at Emerald.com
• Jackson, T. and Shaw, D. (2008). Mastering fashion marketing. Basingstoke: Palgrave Macmillan.
• Kapferer, J.N. (2012). The new strategic brand management: advanced insights and strategic thinking. 5th edition. London: Kogan Page.
• Le Bon, C. (2015). Fashion marketing: influencing consumer choice and loyalty with fashion products. First edition. New York, New York: Business Expert Press.