Fashion Brand Marketing

FBTE21402 Fashion Brand Marketing 20 Semester 2 Undergraduate Level 5 Fiona Velez-Colby Unit coordinator Department of Materials 1 FHEQ level (Framework for Higher Education Qualifications) ' Middle part of Bachelors ' European Credit Transfer & Accumulation System Rating : 10.0 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. 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. Branding in fashion will be examined in detail. This unit aims to:<ul><li>Build on student’s foundation of knowledge of fashion marketing principles and theory</li><li>Introduce branding and brand strategy</li><li>Develop knowledge and understanding of the marketing planning process.</li></ul> A greater depth of the learning outcomes will be covered in the following sections:<ul><li>Knowledge and understanding</li><li>Intellectual skills</li><li>Practical skills</li><li>Transferable skills and personal qualities</li></ul> <ul><li>Interpret the relevant marketing theory relating to branding and marketing planning</li><li>Discuss and apply fashion marketing theory </li></ul>Which contribute to the programme learning outcomes:<ul><li>Systematically describe, analyse and appraise the structure of global fashion, textiles and related industries, with focus on the emerging issues of markets, services, consumer expectations within the macro-environment.</li><li>Describe and explain the properties and structures of fibres, fabrics and textile products and their related manufacturing processes;</li><li>Confidently judge and interpret product performance characteristics and behaviour through theoretical and scientific approaches, with emphasis on garment.</li><li>Confidently distinguish the key elements of contemporary challenges and issues in fashion and textiles and use these systematically in strategic planning of operational responses.</li><li>Appreciate the role of design, creativity and visual concepts and their interrelation, in a commercial context, using digital multimedia (CAD) technologies where appropriate to develop and communicate these concepts.</li><li>Articulate the processes, procedures and practices of fashion retail, marketing, management and buying and merchandising strategies.</li><li>Demonstrate an understanding of product requirements, innovation, enterprise and cost issues in relation to textile and garment production.</li><li>Analyse and evaluate approaches to marketing planning; and the ability to understand fashion marketing decision making.</li><li>Demonstrate an in-depth understanding of consumers and markets; and the ability to effectively communicate fashion brands to specialist and non-specialist audiences.</li><li>Demonstrate an in-depth understanding of how marketing planning and decision making fits into the strategic corporate planning within the fashion industry.</li></ul> <ul><li>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.</li><li>Identify and conceptualise appropriate theories, applying them to the fashion and textile industry.</li><li>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.</li></ul>Which contribute to the programme learning outcomes:<ul><li>Identify and conceptualise appropriate theories, applying them to the fashion and textile industry.</li><li>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.</li><li>Confidently select appropriate quantitative and qualitative approaches to identify, formulate and solve problem relating to contemporary business challenges.</li><li>Communicate mathematical and technological information with clarity, logic and accuracy.</li></ul> <ul><li>Source and evaluate appropriate academic material relating to fashion marketing theory and use this to develop a brand extension concept for your brand.</li><li>Present the material in such a way that it clearly communicates the brand chosen.</li><li>Identify and employ appropriate sources of information.</li></ul>Which contribute to the programme learning outcomes:<ul><li>Select, apply, and evaluate appropriate numerical, statistical and physical testing methods for complex and open-ended tasks.</li><li>Act Autonomously with limited supervision or direction within negotiated guidelines, individually and as part of a team.</li><li>Identify and employ appropriate sources of information.</li><li>Plan, implement and interpret results of research or experimental studies.</li><li>Use practical design communication methods effectively in a fashion and textile context.</li></ul> <ul><li>Work effectively in a team.</li><li>Communicate key concepts visually, orally and in a written format.</li></ul>Which contribute to the programme learning outcomes:<ul><li>An ability to plan, manage and evaluate the investigation into and acquisition of new knowledge.</li><li>Clear and effective communication, using a range of styles and employing various media appropriate to the context.</li><li>Effective engagement in problem solving, academic discussion and presentation of arguments in a professional manner to both specialist and non-specialist audiences.</li><li>An ability to apply information technology, computation and numerical techniques in a range of appropriate contexts.</li><li>An ability to apply creative and visual sensibilities in a commercial context.</li></ul> This unit is delivered using a blended learning approach, which integrates technology and digital media with traditional classroom activities. A variety of learning and teaching processes will be used including: lectures, discussions, group activities and independent study. Canvas will be used to present online study materials, including videos, lecture notes, guided reading, articles and other information. Canvas will also be used for the submission of assessments. 3 Report 50% 9 Set exercise 50% Written and verbal N The recommended reading for this unit can be found on the <a href="https://www.readinglists.manchester.ac.uk/leganto/public/44MAN_INST/lists/338985941960001631?auth=CAS">online unit reading list</a>. Lectures 24 0 176