2015/16 Taught Postgraduate Module Catalogue

DESN5300M Fashion Marketing

15 creditsClass Size: 20

Module manager: Ms Edel Moore
Email: e.m.moore@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2015/16

This module is not approved as an Elective

Objectives

This module introduces postgraduate students to the principles of fashion marketing, the nature of the fashion industry and marketplace and role of the fashion consumer in the system.

Learning outcomes
On completion of the module students will understand the marketing mix and marketing communications strategies for fashion products; design and costing implications for different market sectors; supply chain structures; the role of the consumer including consumer behaviour, target marketing, segmentation and customer profiling; Branding; and the micro and macro environments.

Skills outcomes
- Industry awareness
- Marketing communications skills
- Retail awareness
- Consumer awareness

Syllabus

This module aims to provide a sound understanding of the fashion industry structure and the fashion marketplace through theoretical tools, such as the marketing mix and PEST analysis. The product element of the mix will be instrumental in delivering knowledge of product design and development and the production processes and supply chain structures and strategies currently used by the industry. The price element will be linked to costing highlighting the implications that design, production and quality have on price in relation to different market sectors. The promotion element will be linked to marketing communications strategies and theories which will ultimately link to branding principles. Place will extend supply chain strategies into the retail sector where fashion retailing, including store design and visual merchandising theories will be delivered along with the elements of the extended marketing mix. The role of the consumer will be understood through consumer behaviour theories including target marketing and market segmentation and students will gain practical experience of developing customer profiles for different fashion markets.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	8	1.00	8.00
Practical	3	2.00	6.00
Private study hours			136.00
Total Contact hours			14.00
Total hours (100hr per 10 credits)			150.00

Private study

In-store research 16 hours
Reading 60
Producing customer profile boards 10 hours
Producing the marketing plan / report 30 hours
Reflective log 20 hours

Opportunities for Formative Feedback

Regular verbal feedback on students work in the practical sessions

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	Marketing plan 1,800 to 2,000 words	50.00
Practical	Customer profile board	25.00
Reflective log	800 to 1000 words	25.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 10/09/2015

Disclaimer

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• Undergraduate module catalogue
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