Fashion Marketing

Build critical awareness and business acumen of the fashion marketplace. You will develop a strong understanding of the dynamics of both the local and global fashion landscape. Retail channels and the strategies employed by leading firms to stay ahead of their competition is explored, in addition you will gain a clear understanding of product journey from concept to final destination. 

Develop the essential skills needed as a business professional. You will examine structures, functions, roles, responsibilities and KPIs within fashion businesses, and unique strategies that inform and enhance sustainable business practice in relation to the Marketing function. 

This module explores fundamental aspects of advertising, the history, theories, purpose, scope and optimum channels. You will investigate audiences and markets, as well as the psychological influence, impact and ethics of story-telling in marketing campaigns. There will also be a particular emphasis on fashion branding strategies for product innovations, ranges and organisations. The commercial aspect of the brand and the building of brand equity will be the major focus of the module, together with its contribution to the overall strategy of the business.

This module introduces you to fashion marketing theories and processes. You will explore the marketing mix, market research and marketing strategies for different size organisations, before researching the influence marketing has on profit, reputation and the customer relationship. 

This module will enable you to explore and develop personal and professional skills to support your preparedness for life beyond university (post-graduation) in the context of your future options, employability and career readiness. 

This module provides core knowledge of the customer, and asks the question, why do we shop? It explores consumer motivations, cultures, the shopping journey, customer relationship marketing and the impact of sustainability on the process. 

This module provides a space for collaborative projects with external and/or internal partners.

The modules looks at the history of the digital landscape in relation to the data analytics, market segmentation, customer behaviour, campaigns, media influences and ethics of digital media. 

This module aims to provide an in-depth critical insight into strategic fashion marketing and planning within the global fashion industry, with the view to achieving competitive advantage through products and markets. It recognises the significance of environmental auditing and introduces techniques which can be used by fashion organisations to capitalise on lucrative opportunities within global markets. The identification and deployment of core competencies and capabilities through the implementation of marketing strategy is pivotal to this module. More specifically, this module aims to: 
1. Provide a critical appreciation of the scope and theoretical perspectives on strategic fashion marketing. 
2. Relate the relevant theories of strategic fashion marketing to contemporary practice within the global fashion industry. 
3. Assess how strategic marketing can be applied to fashion businesses for contributing towards organisational success. 

This module will critically examine global developments and future strategies in fashion marketing. This module will evaluate business and commercial management with leadership. You will investigate new markets, evolving environmental and social trends and developments in fashion retailing within the global fashion environment and through theoretical concepts and models. You will demonstrate a critical understanding of the strategies in marketing influenced by ethics, corporate behaviour, culture and sustainability. 

This Fashion Consultancy Project module will enable you to cultivate a comprehensive understanding and insight into an independently chosen area on which to focus a depth study. This module offers the opportunity for you to work on a ‘live’ industry consultancy brief or a ‘fictional’ brief which will task you to consider a particular area of enquiry related to business, management, buying, merchandising or marketing. The brief will pose a strategic level, real life or scenario based challenge relevant to their area of interest/study. 
 
Supported by mentors, you will work independently to carry out a consultancy project in which you will synthesise information including reports, data, industry/sector information, market research and/or academic literature. 

The emphasis will be on applying business acumen, research skills and professional practice to an enterprise project within a project management framework enabled by negotiating and defining a project proposal for a business venture. 

This Fashion Research Project will enable you to cultivate a comprehensive understanding and insight into an independently chosen research area. The module aims to explore and interpret research information through critical review and analysis of existing literature, as well as collect and analyse primary and/or secondary data to create a coherent and cogent argument focused on a specific case of your interest. The module requires you to investigate a substantial issue of contemporary academic and/or business interest in the context of the fashion industry. 
 
Supported by academic research mentors, you will work independently to carry out a research project in which you will synthesise theoretical, commercial and philosophical concepts stemming from relevant academic and/or industry literature.