2019/20 Taught Postgraduate Module Catalogue
DESN5300M Fashion Marketing
15 creditsClass Size: 20
Module manager: Edel Moore
Email: e.m.moore@leeds.ac.uk
Taught: Semester 2 (Jan to Jun) View Timetable
Year running 2019/20
This module is mutually exclusive with
DESN5400M | Fashion Marketing |
Module replaces
DESN5400MThis module is not approved as an Elective
Module summary
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 consumerbehaviour theories including target marketing and market segmentation and studentswill gain practical experience of developing customer profiles for different fashionmarkets.Objectives
This module aims to introduce 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. It allows students to investigate and apply marketing knowledge to fashion sectors in order to develop, justify and present viable business solutions. To accomplish its objectives key theoretical fashion marketing concepts and theories will be discussed and evaluated.Learning outcomes
On completion of this module, students will have provided evidence of being able to:
1. Demonstrate an understanding of the marketing mix
2. Demonstrate an understanding of marketing communications
3. Articulate and critically appraise the issues and challenges within
contemporary fashion marketing.
4. Express the role of the fashion consumer in the context of micro and macro market environments.
Skills outcomes
- Industry awareness
- Marketing communications skills
- Retail awareness
- Consumer awareness
Syllabus
Topic areas covered through the 11 week lecture series include issues concerning:
Topic Area 1: Marketing and Fashion Marketing.
Topic Area 2: The business of Fashion.
Topic Area 3: Understanding the market environment.
Topic Area 4: Developing the fashion marketing mix.
Teaching methods
Delivery type | Number | Length hours | Student hours |
Class tests, exams and assessment | 1 | 1.00 | 1.00 |
Group learning | 1 | 1.00 | 1.00 |
Lecture | 11 | 2.00 | 22.00 |
Private study hours | 126.00 | ||
Total Contact hours | 24.00 | ||
Total hours (100hr per 10 credits) | 150.00 |
Private study
Private Study and Independent Learning - Detail private study and independent learning outside formal classes as a guide to studentsabout what is expected from them for the module
1. Reading preparation for lectures – 33 hours
2. Identification and critical review of commercial literature and other sources - 28 hours
3. Preparation for formative group presentations - 15 hours
4. Exam preparation - 50 hours
Opportunities for Formative Feedback
Student progress will be monitored via attendance at lectures and seminars. The presentation in week 9-10 presentation presents an opportunity for students to receive feedback on their ideas.Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
Presentation | 15 minute group presentation | 20.00 |
Total percentage (Assessment Coursework) | 20.00 |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Exams
Exam type | Exam duration | % of formal assessment |
Unseen exam | 2 hr 00 mins | 80.00 |
Total percentage (Assessment Exams) | 80.00 |
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 websiteLast updated: 08/05/2019
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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