International Fashion Marketing

MATS61421 International Fashion Marketing 20 Semester 1 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 This unit will introduce you to the principles of international fashion marketing and how the fashion industry develops strategies in line with their target market in a global context.  This unit will introduce you to the principles of international fashion marketing and how the fashion industry develops strategies in line with their target market in a global context.  The unit develops the knowledge and skills to enable a strategic approach to fashion marketing through application of relevant theory, frameworks and techniques used by international fashion businesses to achieve competitive advantage. A clear strategy is seen as the driving force behind every business and it is therefore critical that organisations carefully consider how they plan to capitalise on global market opportunities whilst minimising threats. Organisations can develop their core competencies and capabilities, use their strengths to capitalise on opportunities or minimise threats, and invest in available opportunities to overcome weaknesses to compete successfully against other players in the fashion and apparel industry. Strategy will be examined from a corporate perspective that guides the whole organisation and at a functional level where strategic marketing decisions around the marketing mix are intrinsically linked to the organisation’s direction and growth. In today’s turbulent environment marketers must play new strategic roles in addition to their conventional roles. In most fashion organisations the marketing function is core and makes a significant contribution to competitive advantage. This unit examines marketing strategy in the context of the global fashion retailing industry, and considers how strategy is developed through analysis and critique of multiple internal and external factors. This unit will help to develop the critical awareness that is needed when making strategic decisions within an organisation. By analysing the internal and external environments students will be able to formulate new and innovative marketing strategies to take the organisation forward. A progressive approach to understanding global consumer culture and global citizenship is adopted to develop your ability to anticipate consequential effects of international marketing strategies. The ability to develop a clear and coherent marketing strategy is a key skill for marketers to develop. In summary this entails the approach to market segmentation, choosing key segments, clearly defining the firm’s value proposition and how this may contribute to organisational development and potential growth. This unit examines some of the key steps in the strategic planning process and captures this in a strategic marketing analysis and strategic development report. Students will critically analyse a pre-determined company and develop a new marketing strategy for the business following the analysis of the firm and its environment. In doing this, students will follow a strategic approach to the development process and demonstrate the skills required to carry out this type of audit. This unit aims to provide an in-depth critical insight into strategic marketing within the global fashion retailing industry, with a view to achieving competitive advantage through products and markets. It focuses on the significance of environmental auditing and introduces techniques which can be used by fashion organisations to capitalise on lucrative new opportunities. The identification and deployment of core competencies and capabilities through the implementation of marketing strategy, is pivotal to this unit. More specifically, this unit aims to:1.Provide a critical appreciation of the scope and theoretical perspectives on strategic marketing2.Examine contemporary strategic marketing in in the fashion and apparel industry3.Relate the relevant theories of strategic marketing to current and future practice within the global fashion industry.Brief Syllabus:<ul><li>Fundamental of marketing  </li><li>Marketing theory in action  </li><li>Contemporary marketing and emerging trends</li></ul>Overall, the unit will build students’ skills in conducting strategic analysis and develop their understanding of the competitive challenges of a global market environment. In doing so it aims to provide a realistic experience in crafting business marketing strategy, reasoning carefully about strategic options, using critical analysis to make sound strategic decisions. Thus, it develops students’ powers of judgment, the ability to assess business risk, and improves the ability to create new and innovative marketing strategies for existing fashion companies. 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 strategic marketing, in the context of international fashion business  </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 and evaluate a range of options to create solutions</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> Communicate complex ideas and arguments, in oral and written formsDemonstrate a high level of professionalism, exercise initiative and show personal responsibilityDemonstrate independent learning ability to support their continued professional development 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 will also be utilised for assessment using Turnitin. 1 Written exam 50% 2 Written assignment (inc essay) 50% Written and verbal. N The online reading list should be consulted each week via Blackboard.  Texts here are indicative reading:<ul><li>Armstrong & Kotler (2014) Marketing: An Introduction, Prentice Hall  </li><li>Bruce, M., and Hines, T., (2000) Fashion Marketing. Butterworth Heineman.  </li><li>Cateora et al. (2016) International Marketing, McGraw-Hill  </li><li>Goworek & McGoldrick (2015) Retail Marketing Management: Principles and Practices, Pearson  </li><li>McGoldrick, P., (2002) Retail Marketing.  </li><li>Posner (2015) Marketing Fashion: Strategy, Branding and Promotion, Laurence King  </li><li>Varley et al. (2019) Fashion Management: A Strategic Approach, Red Globe Press (Macmillan HE).  This is a good text that students should consider purchasing to support their studies.</li></ul>  0 0 200