Units of Assessment

Weighting Towards Module Mark (%)

 

2 Hour Examination (Closed Book)

50

Group Report (2000 words)

40

Group Video-Led Presentation

10

Alternative Assessment 

Qualifying Condition(s) 

A weighted aggregated mark of 40% is required to pass the module.

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

·        Understand the relationship of fashion brands with consumers, and identify and evaluate fashion marketing communications strategies

·        Demonstrate an awareness of the challenges of international fashion brand management

·        Critically reflect on the literature they have studied and relate this reflection to contemporary case studies of key fashion firms

¿ Introduction: the international fashion business and international fashion marketing

¿ The fashion consumer: psychological and socio-cultural aspects

 ¿ Segmentation, targeting and positioning in the fashion industry

 ¿ Fashion product development

¿ Fashion distribution management

¿ Fashion marketing communications

  ¿ 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, use of case studies, video-led student presentations, and external industry-speakers. This will be supported by Ulearn.

 Assessment Strategy:

 The assessment strategy is designed to encourage the development of both conceptual and empirical knowledge and understanding about fashion marketing in an international context.  In particular, the group work provides an opportunity to work with and learn from peers. 

Essential

 Jackson, T., and Shaw, D., (2009). Mastering Fashion Marketing.   Basingstoke : Palgrave  Macmillan.

 Easey, M., (ed) (2008). Fashion Marketing. [3^rd edition].   Oxford : Blackwell.

 Recommended

 Bruce M Moore, C., and Birtwistle, G., (2004).  International Retail Marketing: A Case Study Approach. Oxford : Elsevier Butterworth-Heinemann.

 Diamond, Ellen,  (2006).  Fashion Retailing: a Multi-Channel Approach. Columbus : Prentice Hall.

 Dickerson, K., (2003). Inside the Fashion Business. Columbus : Prentice Hall.

 Frings Gini Stephens, (2008). Fashion: from Concept to Consumer. Columbus : Pearson.

 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.

 Solomon, M.R., and Rabolt, N.J. , (2009).  Consumer Behaviour in Fashion. Columbus : Pearson.

 Tungate,  M.,  (2005).  Branding Style: From Armani to Zara. London : Kogan Page  Supporting.

 Other Indicative 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