Fashion Brand Promotion

MATS21902 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. <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> </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> By the end of the course, students should be able to: <ol> <li> Explain the key marketing communication theories which underpin the development of effective integrated marketing communications campaigns.</li> <li> Analyse important data sources to develop an appropriate context analysis for a fashion retailer. </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> <li> Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.</li> <li> To communicate a logical argument in writing in essay style or report format as specified.</li></ol>   Compare and contrast different promotional techniques in the development of practical marketing communications solutions for fashion retailers.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.   Analyse important data sources to develop an appropriate context analysis for a fashion retailer.  Contributing to the programme learning outcomes:  C4.     Identify and employ appropriate sources of information.      To communicate a logical argument in writing in essay style or report format as specified.  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> The unit is delivered in a flexible way to allow the appropriate use of time for different pedagogic methods including lectures, support sessions, case study analysis, discussions and debates. Class contact for semester 2 amounts to 18hrs. Students are then expected to engage with 82 hours of independent learning throughout the semester. The lectures introduce students to theoretical constructs and models related to fashion brand promotion, in order to develop knowledge within the integrated marketing communications domain.  Theory is illustrated by the use of a wide range of applied examples from the fashion textiles industry.  The support sessions allow the students to explore and apply theory presented in the lectures through critical debate and use of retail case-studies.  The supportive framework of both lectures and support sessions and the overall assessment assists students in achieving the learning outcomes of the unit and programme.  The assessment for this unit comprises of 100% examination (more information is provided in the assessment strategy section). Blackboard will be used for providing important materials and communication in regards to this unit. In addition, there will be a group discussion board to answer frequently asked questions. </div></div>  1 Written exam 100% Written and verbalFeedback provided after May Exam Period N Main texts:<ul><li>Clow, K E and Baack, D (2012) Integrated advertising, promotion and marketing communications. 5th edition Pearson, Harlow.</li><li>Clow, K. E. and D. Baack (2010), Integrated advertising, promotion and marketing communication, Pearson, Upper Saddle River, NJ.</li><li>Hackley, C. (2005) Advertising and Promotion: Communicating Brands, Sage, London</li><li>Jackson, T. and Shaw, D. (2009), ‘Mastering Fashion Marketing’, Palgrave Macmillan</li><li>Lea-Greenwood, G. in Easey, M. (2002) Fashion Marketing, 2nd ed., Blackwell Science, Oxford</li><li>Lea-Greenwood, G. (2012) Fashion Marketing Communications, Blackwell Science, Oxford</li><li>Pringle, H. (2004) Celebrity Sells, Wiley, Chichester, UK</li></ul>Recommended reading:<ul><li>Bell, J. & Ternus, K. (2006) Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, 3rd ed., Fairchild, New York</li><li>Harrison, S. (2000) Public Relations, Thomson learning, London</li><li>Lea-Greenwood, G. (1993) ‘River Island Clothing Co: A Case Study on Changing an Image’, in International Journal of Retail and Distribution Management, 21 (3)</li><li>Lea-Greenwood, G. (1998) ‘Visual Merchandising: A Neglected Area in UK Fashion Marketing?’, in International Journal of Retail and Distribution Management</li><li>Lea-Greenwood, G. (2000)’ Maine New England at Debenhams: Developing a New Range’, in Contemporary Cases in Retail Operations Management, Macmillan, London</li></ul> Lectures 12 0 88