Fashion Marketing

MATS11402 Fashion Marketing 20 Semester 2 Undergraduate Level 4 Mohammed Mirza Unit coordinator Department of Materials 1 FHEQ level (Framework for Higher Education Qualifications) ' First part HE study/Bachelors ' European Credit Transfer & Accumulation System Rating : 10.0 fashion marketing with focus on the unique aspects of fashion marketing and the structure of the market and sector. This unit provides an introduction to the principles of fashion marketing providing a foundation of understanding. The unit will introduce students to the concept of fashion marketing with focus on the unique aspects of fashion marketing and the structure of the market and sector. Students will be required to focus on understanding the fashion consumer, an aspect that is critical to the success of any marketing campaign, through examining consumer behaviour and segmentation. Students will also be required to focus on an understanding of the marketplace in which brands/retailers operate through market research and competitor analysis. Students will be introduced to the fashion marketing mix through the 4Ps, identifying how each element can be used by retailers/brands in their marketing objectives.  This unit provides an introduction to the principles of fashion marketing providing a foundation of understanding. The unit will introduce students to the concept of The unit aims to:<ul><li>Develop an appreciation and understanding of fashion marketing through the examination of the micro and macro market analysis.  </li><li>Develop understanding of the importance of the identification and segmentation of the consumer in fashion marketing.  </li><li>Introduce the theory of fashion marketing with particular emphasis on the marketing mix (the 4Ps).</li></ul>  A greater depth of the learning outcomes are 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>   Students will be able to:<ul><li>Describe and discuss the fashion marketing mix and  </li><li>Recognise the importance of the role of the consumer in fashion marketing.  </li><li>Describe the fashion market in terms of its structure and environment.</li></ul>Contributing to developing 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.  A5. Confidently distinguish the key elements of contemporary challenges and issues in fashion and textiles and use these systematically in strategic planning of operational responses.  A8. Articulate the processes, procedures and practices of fashion business and product development strategies.  A9. Critically appreciate product requirements, innovation, enterprise and cost issues in relation to textile and garment production.  <ul><li>Identify and describe key fashion marketing theories</li></ul>Contributing to developing programme learning outcomes:  B1. Identify and conceptualise appropriate theories, applying them to the fashion and textile industries.  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.  <ul><li>Locate and relate key industry reports and data relating to the fashion market </li></ul>Contributing to developing programme learning outcomes:  C4. Identify and employ appropriate sources of information.C6. Use practical design communication methods effectively in a fashion and textile context.  <ul><li>Arrange material and data from a variety of sources to a professional standard </li></ul>Contributing to developing programme learning outcomes:  D1. Act ethically and communicate appropriately in a variety of complex and unpredictable contexts.  D2. Plan, manage and evaluate the investigation into and acquisition of new knowledge.  D3. Communicate clearly and effectively, using a range of styles and employing various media appropriate to the context.  D4. Effectively engage in problem solving, academic discussion and presentation of arguments in a professional manner to both specialist and non-specialist audiences.  This unit will make use of a variety of learning and teaching processes including lectures, discussions, group activities and independent study. Blackboard will be used to present lecture notes, guided reading, articles, and other information. Blackboard may also be utilised for assessment using Turnitin.  1 Written exam 50% 3 Report 50% Feedback given both orally and written.  BSc (Hons) F Mgmt BSc Fashion Management First Year Mandatory BSc (Hons) F Mktg BSc Fashion Marketing First Year Mandatory BSc (Hons) F Retail BSc Fashion Retail First Year Mandatory BSc (Hons) F B&M BSc Fashion Buying and Merchan First Year Mandatory N Academic ReferencesCore:Jackson, T. and Shaw, D. (2009). Mastering Fashion Marketing. Basingstoke, UK: Palgrave Macmillan.Essential:Kotler, P. and Armstrong, G. (2018). Principles of marketing. Seventeenth edition. Hoboken: Pearson Higher Education.Recommended reading:Lea Greenwood, G. (2012). Fashion Marketing Communications. John Wiley and Sons. Posner, H. (2011). Marketing fashion. London: Laurence King.Recommended Academic Journal:Journal of Fashion Marketing and Management (search journal homepage for the most recent academic papers in the field)Industry sources:Business of Fashion (www.businessoffashion.com) Drapers (access via library website) Mintel (access via library website)  Lectures 22 0 178