Autumn semester. 
Prescribed BSc Retail and Business Management 
Elective other Management programmes 

 Unit(s) of Assessment 

 Weighting Towards Module Mark (%) 

Group project 

40% 

Group project presentation 

10% 

Exam 

50% 

Qualifying Condition(s) In order to achieve the threshold standard for the award of credits for this module, the student must meet the following criteria related to the learning outcomes described above:  

• Demonstrate familiarity with the subject matter  
• Demonstrate an adequate understanding of fashion marketing principles and techniques  
• Display an adequate understanding of the relevant literature 
• Be able to organise and present their ideas 

The international fashion industry is an exceedingly appropriate lens through which to view the core business function of marketing. The management of customer information, the creation and successful operation of appropriate supply-chain arrangements, innovations in product development and the need to develop brands with international appeal have placed marketing at the centre of fashion business activity. Thus marketing is critical to the achievement of competitive advantage in this sector. 

This module aims to give students a clear understanding of international fashion marketing in its contemporary form. Whilst a number of core themes taken from the marketing management literature are explored, this is done via using a series of key firms as ‘lenses’ through which to examine theories. Some historical material – on for example the evolution of fashion brands and fashionable spaces – will enable students to view the international fashion business in historical context. In addition a core aspect of the model will be the study of international fashion consumption (as opposed to consumer behaviour per se) 

On successful completion of this module the students will be able to: 
 

·        Demonstrate an understanding of the core fashion marketing concepts and principles (K) 
·        Understand the relationship of fashion brands with consumers, and identify and evaluate fashion marketing communications strategies (K, C) 
·        Demonstrate an awareness of the challenges of international fashion brand management (K) 
·        Critically reflect on the literature they have studied and relate this reflection to contemporary case studies of key fashion firms (K, C)  

Introduction: the international fashion business and international fashion marketing  

The fashion marketing environment: the macro and micro marketing environment  

The evolution of fashion brands  

The fashion consumer: consumer dynamics and fashion culture 

Segmentation, targeting and positioning in the fashion industry  

Fashion product development  

Fashion distribution management  

Fashion marketing communications: the role of fashion spaces 

Fashion brand planning, brand positioning and brand evaluation  

The internationalisation of fashion: managing global brands, marketing entry methods  

The teaching and learning strategy is designed to encourage an understanding of fashion marketing and its application in practice.  
The teaching and learning methods include lectures, group discussions and use of case studies (including extensive video material).  This will be supported by Ulearn. 
Assessment Strategy: 
The assessment strategy is designed to encourage critical understanding and to provide the opportunity for application of theoretical principles to the fashion industry context. 

Essential Reading 
Easey M (ed) (2008) Fashion Marketing Oxford : Blackwell. 
Recommended Reading
Bruce M Moore C and Birtwistle G (2004) International Retail Marketing: A Case Study Approach Oxford Elsevier Butterworth-Heinemann 
Hines T and Bruce M (2001) Fashion Marketing: Contemporary Issues Oxford : Elsevier Butterworth-Heinemann 
Jackson T and Shaw D (2001) Fashion Buying and Merchandising Management Basingstoke : Palgrave 
Kincade D and Gibson F (2009) Merchandising of Fashion Products London : Prentice Hall. 
Solomon M. and Rabolt N. (2008) Consumer Behaviour in Fashion London : Prentice Hall.
Tungate M (2005) Branding Style: From Armani to Zara London: Kogan Page  - Supporting 
Background Reading 
Journals 
International Marketing Review 
Journal of Fashion Marketing and Management 
Journal of Fashion Marketing Management 
Journal of Marketing Management 
European Journal of Marketing 
Fashion Theory 
International Journal of Product and Brand Management 
International Journal of Retail and Distribution Management 
Trade Press 
Retail Week 
Drapers Record