BSc Fashion Marketing

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. 

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

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.

.

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.

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.

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.

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.

Written and verbal

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