Fashion Consumer Behaviour

MATS61411 Fashion Consumer Behaviour 20 Semester 1 Postgraduate Taught Level 6 Jack Waverley Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Masters/Integrated Masters P4 ' European Credit Transfer & Accumulation System Rating : 10.0 This unit introduces you to the principles of fashion consumer behaviour and relevant theories pertinent to consumer behaviour. This unit introduces you to the principles of fashion consumer behaviour and relevant theories pertinent to consumer behaviour. It will explore the impact of macro factors, such as cultural and sociological shifts, on consumers and markets and how these offer insights that could inform future strategy. You will learn how consumer behaviour can be influenced by different marketing strategies, developing an understanding of how to identify these opportunities and translate them into creative solutions to satisfy future needs in line with industry practice. This unit explores current issues in fashion consumer behaviour by evaluating fundamental and cutting-edge theories/models and their application to an international fashion context.  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>Explain the link between consumer behaviour theories  </li><li>Describe and discuss the importance of consumer behaviour theories in fashion marketing and retailing</li></ul> <ul><li>Demonstrate high level cognitive skills of critical thinking, analysis and synthesis  </li><li>Analyse market dynamics from a theoretical perspective  </li><li>Evaluate different strategies to meet given objective</li></ul> <ul><li>Find, evaluate, synthesise and use information from a variety of sources  </li><li>Express complex ideas and argument coherently in appropriate formats</li></ul> <ul><li>Demonstrate global citizenship</li></ul> This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin.  2 Written assignment (inc essay) 100% Written and verbal. N <ul><li>Blackwell et al. (2017) Consumer Behaviour, Thomas Higher Education</li><li>Parsons et al. (2017) Contemporary Issues in Marketing & Consumer Behavior, Routledge</li><li>Solomon (2016) Consumer Behavior: Buying, Having, and Being, Global Edition, Pearson</li></ul> 0 0 0