Fashion Marketing Communications (Online)

MATS67430 Fashion Marketing Communications (Online) 20 Full year Postgraduate Taught Level 6 Yao Yao Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 Welcome to Fashion Marketing Communications. This handbook is your guide to the unit and will provide you with information about the subject including aims and learning outcomes, content and structure, delivery style, assessment and feedback and additional support. Welcome to Fashion Marketing Communications. This handbook is your guide to the unit and will provide you with information about the subject including aims and learning outcomes, content and structure, delivery style, assessment and feedback and additional support.This unit will introduce you to the key role which effective fashion marketing communications 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 both digital and physical channels and interacting with consumers. Through studying this unit, you will learn the tools and techniques to develop an integrated marketing communications plan.  Brief Syllabus<ul><li>Integrated Marketing Communications</li><li>Advertising</li><li>Social Media Marketing</li><li>Digital Marketing</li><li>PR, Sponsorship & Endorsement</li><li>Marketing Ethics</li></ul>  The unit aims to:<ul><li>explore the various forms of fashion promotion and the opportunities, challenges and complexities of integrated marketing communications in the contemporary fashion business environment.</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> Assess the roles and relative contributions of the various elements of the integrated marketing communications mix in a global fashion context  Analyse a range of marketing communications campaigns using theoretical models and practitioner frameworks   Evaluate contemporary marketing communications in accordance with ethical codes Communicate complex ideas and arguments, in oral and written formsPerform effectively in a team environment, exercising leadership, teambuilding, negotiation and project management skills The unit is delivered entirely online in a ten week block. A 20 credit unit requires 200 hours of study, which equates to an average of 20 hours per week. Some of this time will be specifically allocated, in the form of live tutorials or other such activities, while the remainder is reserved for private study using resources and reading lists available online through the University Library.Blackboard will be used to deliver the core learning materials for the unit, including short videos, guided reading, quizzes, activities, and other information. Blackboard will be utilised for assessment using Turnitin.  We will also make use of a variety of learning and teaching technologies built into Blackboard including discussion boards, padlet boards, VoiceThread activities and the Pebblepad portfolio system.The learning materials have been specifically designed to provide an interactive and carefully structured introduction to each topic, guidance on further reading, opportunities for reinforcement activity (checking that you can apply your knowledge) and formative feedback (monitoring your progress and identifying ways to improve). You will learn via both group activities and independent study.The material is designed to allow you to study in a flexible manner (at your own pace) but there will be certain points during the block of study when summative (tutor-assessed) work will need to be submitted.The course materials should be considered as the starting point for your study of the subject and you should read as much professional literature (professional body publications, market reports and periodicals) and academic literature (textbooks and journal articles) as you can.  2 Written assignment (inc essay) 100% Written MATS67430 IFM Online Conditions (Programme 10019) N Reading will be signposted in each section of the online learning materials and you are strongly encouraged to read widely from the peer-reviewed literature in order to broaden your understanding of the key topics.Main Texts are found on the Blackboard Reading List. Key texts include:Fill & Turnbull (2019) Marketing Communications Touchpoints, sharing & disruption, Pearson Lea-Greenwood (2012) Fashion Marketing Communications, Blackwell               Rossiter, Percy & Bergkvist (2018). Marketing Communications: Objectives, Strategy, Tactics. Sage.               Smith & Zook (2019). Marketing Communications: Integrating Online and Offline, Customer Engagement                 and Digital Technologies. Kogan Page               Varley, R. et al. (2019). Fashion management: a strategic approach. London: Red Globe Press. Websites to enable your search for relevant Journal Articles:https://scholar.google.co.uk/https://www.semanticscholar.org/  http://www.emeraldinsight.com    Lectures 16 0 184