Module Details

Module Code: MRKT8002
Title: Fashion Marketing
Long Title: Fashion Marketing
NFQ Level: Advanced
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 2 programme(s)
Module Description: This module will provide in-depth knowledge of the dynamics of the fashion industry and is designed to develop competence in the area of fashion marketing by combining management skills such as decision making with marketing skills such as fashion branding, visual merchandising and fashion brand communications.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss how marketing tools and concepts are applied within the context of the global fashion industry and retail industry.
LO2 Analyse popular culture to develop competencies in aligning fashion trends with target customers wants and buying habits and develop strong branding strategies to create a desirable product image.
LO3 Examine the main types of promotional activities employed within fashion and retail and evaluate the importance of visual merchandising to consumer behaviour.
LO4 Discuss the importance of ethics and social responsibility in the global fashion industry and how industry players have implemented corporate social responsibility programmes.
LO5 Prepare a fashion marketing campaign, demonstrating skill in the preparation and management of the campaign.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Structure of the Fashion Market
Fashion market sectors, fashion market levels and fashion cities and trade fairs. Sustainable fashion, Eco-fashion, Ethics and Corporate Social Responsibility (CSR). The importance of an ethical approach to marketing in the fashion industry. Forecasting fashion trends.The Buying Season: Marketing Fashion to Retailers. Key events in a fashion buyers diary. Schedules for Autumn/Winter and Spring/Summer buying season.
The Customer and Fashion Consumption
Consumer behaviour. Customer profiles and motives for buying. Popular culture. Cultural differences. Fashion trends. Fashion marketing segmentation, targeting and positioning. The role of market positioning in achieving a competitive advantage. Fast Fashion. Unique selling propositions and signature style.Industry Best Practices.
The Fashion Marketing Mix
The fashion product, pricing in fashion, fashion promotion and channels of distribution and service. The importance of an ethical approach to marketing in the fashion industry.Industry Best Practices.
Fashion Brand Marketing
How and why brands sell. Brand communication. Image creation. The role of branding in attaining a competitive advantage.Industry Best Practices.
Fashion Promotion and Visual Merchandising
Promotional activities employed within fashion and retail. Trends in contemporary fashion such as the Internet, viral marketing, mobile marketing and designer/high street collaborations. Industry Best Practices. The importance of retail marketing and experience shopping. Creating "eye" catching window and interior displays. Use of mannequinns, props, graphics, colour, composition, texture and light. Store environment.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Presentation % of Total Mark 20
Timing Week 6 Learning Outcomes 2,5
Assessment Description
Students will be required to pitch their product and branding ideas.
The presentation will outline the marketing strategy for the proposed brand.
Assessment Type Practical/Skills Evaluation % of Total Mark 35
Timing Week 10 Learning Outcomes 5
Assessment Description
Experiential Marketing Event
Assessment Type Written Report % of Total Mark 45
Timing Week 12 Learning Outcomes 1,2,3,4,5
Assessment Description
Students will be required to complete a group project involving the creation of a brand for a particular piece of fashion merchandise and will be required to produce a report detailing a marketing strategy for the brand.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Specified readings and case study analysis Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Specified readings and case study analysis Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Harriet Posner. (2), Marketing Fashion: Strategy, Branding and Promotion, 2nd Edition. Laurence King Publishing, [ISBN: 1780675666].
Supplementary Book Resources
  • Patricia Mink Rath, Penny Gill and Richard Petrizzi. (2012), Marketing Fashion: A Global Perspective, 1st Edition. Fairchild Books New York, [ISBN: 978-160901078].
  • Miarianne C. Bickle. (2011), Fashion Marketing: Theory, Principles & Practice, 1st Edition. Fairchild Books New York, [ISBN: 978-15636773].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_8 Bachelor of Business (Honours) 2 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 8 Elective