Fashion Marketing Communications

FBTE61472 Fashion Marketing Communications 20 Semester 2 Postgraduate Taught Level 6 Rosy Boardman Unit coordinator Department of Materials 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 This unit will introduce you to the key role effective fashion marketing communication plays in developing a fashion organisation’s strategic vision, creating brand awareness and engagement and delivering competitive advantage. Marketing communications are essential for promoting fashion brands across digital and physical channels and interacting with consumers. You will learn the tools and techniques to develop an integrated marketing communications plan. This unit will introduce you to the key role effective fashion marketing communication plays in developing a fashion organisation’s strategic vision, creating brand awareness and engagement and delivering competitive advantage. Marketing communications are essential for promoting fashion brands across digital and physical channels and interacting with consumers. You will learn the tools and techniques to develop an integrated marketing communications plan. This unit explores the various forms of fashion promotion and the opportunities, challenges and complexities of integrated marketing communications in the contemporary fashion business environment. 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>Evaluate in-depth and advanced resources pertaining to the theoretical and practical understanding of their subject, discipline, or profession in an international context</li><li>Demonstrate professional and academic responsibility, integrity and ethical considerations in an international context    </li></ul> <ul><li>Demonstrate high level cognitive skills of critical thinking, analysis and synthesis </li><li>Synthesise ideas and knowledge pertaining to fashion marketing communications and evaluate a range of options to create solutions</li></ul> <ul><li>Find, evaluate, synthesise, and use information about fashion marketing communications from a variety of academic and industry sources.</li><li>Express complex ideas and argument coherently in appropriate formats</li></ul> Communicate complex ideas and arguments, in oral and written formsPerform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills 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. 1 Written exam 70% 6 Project output (not diss/n) 30% Written and verbal. N <ul><li>Chaffey & Ellis-Chadwick (2019) Digital Marketing: Strategy, Implementation and Practice, Pearson</li><li>Clow & Baack (2017) Integrated Advertising, Promotion and Marketing Communications, Pearson</li><li>Fill & Turnbull (2016) Marketing Communications, Pearson</li><li>Lea-Greenwood (2012) Fashion Marketing Communications, Blackwell</li><li>McIntyre et al. (2016) Multichannel-Marketing, Branding and Retail Design: New Challenges and Opportunities, Emerald</li><li>Mitterfellner, O. (2024). Fashion Marketing and Communications: Theory and Practice Across the Fashion Industry, Routledge.</li><li>Solomon, M.R., Mrad, M. (2022). Fashion & Luxury Marketing, SAGE Publishing. Chapter 11 Fashion Marketing Communications</li><li>Varley, R., Roncha, A., Radclyffe-Thomas, N., Gee, L. (2025). Fashion Management: A Strategic Approach, Second Edition, Bloomsbury. Chapter 6 Fashion Marketing Communications – Ana Roncha.</li></ul> 0 0 0