Fashion Brand Promotion

FBTE21902 Fashion Brand Promotion 10 Semester 2 Undergraduate Level 5 Stephen Doyle Unit coordinator Department of Materials 1 FHEQ level (Framework for Higher Education Qualifications) ' Middle part of Bachelors ' European Credit Transfer & Accumulation System Rating : 5.0 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. More specifically, the unit introduces a range of theory relating to promotion used by fashion retail firms such as advertising, public relations (PR), celebrity endorsements and visual merchandising, whilst also covering a range of more contemporary techniques within new world media, such as viral campaigns, innovative direct marketing campaigns, and fashion blogs. In summary the unit provides an introduction to promotion and how it works, and provides an in-depth review of different promotional methods within the wider integrated marketing communications planning approach. <div>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. More specifically, the unit introduces a range of theory relating to promotion used by fashion retail firms such as advertising, public relations (PR), celebrity endorsements and visual merchandising, whilst also covering a range of more contemporary techniques within new world media, such as viral campaigns, innovative direct marketing campaigns, and fashion blogs. In summary the unit provides an introduction to promotion and how it works, and provides an in-depth review of different promotional methods within the wider integrated marketing communications planning approach.</div> <div>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.</div> 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> On successful completion of the course, students will be able to:<ul><li>Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.  </li><li>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.  </li></ul>Contributing to the programme learning outcomes:  A1. 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.  A7. Interpret the language of imagery and symbolic content in fashion consumption, with particular reference to forecasting, branding and product development for the fashion and textile industries. A8. Articulate the processes, procedures and practices of fashion retail, marketing, management and buying and merchandising strategies. Contributing to the programme specification learning outcomes for BSc Fashion Marketing  A11. Analyse and evaluate approaches to marketing planning; and the ability to understand fashion marketing decision making.  A12. Demonstrate an in-depth understanding of consumers and markets; and the ability to effectively communicate fashion brands to specialist and non-specialist audiences.  On successful completion of the course, students will be able to:<ul><li>Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.</li></ul>Contributing to the programme learning outcomes:  B1. Identify and conceptualise appropriate theories, applying them to the fashion and textile industry.B2. 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.  On successful completion of the course, students will be able to:<ul><li>Analyse important data sources to develop an appropriate context analysis for a fashion retailer.  </li></ul>Contributing to the programme learning outcomes:  C4. Identify and employ appropriate sources of information.  On successful completion of the course, students will be able to:<ul><li>Communicate a logical argument in writing in essay style or report format as specified.  </li></ul>Contributing to the programme learning outcomes:  D1. An ability to act ethically and communicate appropriately in a variety of complex and unpredictable contexts.  D2. An ability to plan, manage and evaluate the investigation into and acquisition of new knowledge.  D3. Clear and effective communication, using a range of styles and employing various media appropriate to the context.  D4. Effective engagement in problem solving, academic discussion and presentation of arguments in a professional manner to both specialist and non-specialist audiences.  D7. An understanding of factors that enhance group processes; leadership, negotiation and team working, evaluating own effectiveness with a team and modifying own behaviour as appropriate.  <div><div>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.</div></div> 1 Written exam 100% Written and verbalFeedback provided after May Exam Period 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/354518047640001631?auth=CAS">online unit reading list</a>. Lectures 12 0 88