Principles of Fashion Marketing And Branding
You’ll be introduced to fashion and the factors in our society that influence what, where and how things are sold. You’ll study the emergence of fashion and how it has evolved as a system of communication. This will give you an understanding of the industry, what factors have influenced its development and the factors that are currently influencing its continual change. You’ll learn to recognise the influences of visual communication and develop skills to enable you to communicate verbally, using images and in writing.
Visual And Cultural Influences
In this module, you will explore the global market, cultural and social trends that influence the fashion industry, using research methods to identify business opportunities like market research and trend forecasting to determine brand success. You will develop the skills needed to create influential marketing proposals and strategies that will enable you to identify strategic, yet visually effective, marketing and brand management tools. You’ll look at a number of case studies on how brands have revived or reinvented themselves, and how brands grow through re-positioning, rejuvenation and expansion.
Marketing Strategy and Communication
In this module, you’ll explore brand and marketing strategy, and work on exciting, real-life briefs set by visiting industry experts. This will give you an opportunity to demonstrate your understanding and apply your knowledge and skills of brand and marketing theory to a creative and commercial context.
This module will also cover the different methods of marketing communication, and use of marketing media and language to appeal to different target audiences. You’ll also consider yourself as a brand, and develop the skills and techniques to help position yourself for your future chosen career.
(Incorporating a 10-week internship, through a network of international and local companies.)
There are two parts to this module. The first is Fashion Business Solutions where you’ll simulate industry practice by completing a fashion marketing and branding challenge in a short time frame. The emphasis here is innovation and developing new skills in creativity and idea generation. The challenge will be current and relate to a real company and issues, and may be set by a fashion company or your tutor. Working in a team you’ll identify a problem and produce original and credible business solutions.
The second part is an independent project based on a work experience placement. You will apply theory to real life business situations whilst gaining first-hand experience of the roles and responsibilities within the fashion industry.
Strategic and Creative Solutions
This year-long module is made up of three stages; Future thinking, Research stage 1 and Realisation stage 2. For each stage you’ll complete a negotiated personal project, based on aspects of fashion marketing and branding. In Future thinking you’ll identify trends or shifts in behaviour, and their likely effects on the fashion industry, and make proposals or recommendations relevant for the future.
In the Research stage 1 you will submit a research proposal and then progress to produce a full research body of work. Realisation stage 2 is based on the conclusions and recommendations made in your research project. From this you’ll produce a set of proposals, or theoretically start up your own business, and outputs could take the form of a marketing event, an exhibition or through a marketing and branding implementation strategy.
The programme is based on a 100% coursework.
Profile of lecturers and their respective teaching modules
The average lecturer/student ratio is 1 : 100 (lecture)
The average lecturer/student ratio is 1 : 40 (tutorial)
Click here to download profiles of lecturers.