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2019/20 Taught Postgraduate Module Catalogue

DESN5300M Fashion Marketing

15 creditsClass Size: 20

Module manager: Edel Moore

Taught: Semester 2 View Timetable

Year running 2019/20

This module is mutually exclusive with

DESN5400MFashion Marketing

Module replaces


This 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.


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


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 typeNumberLength hoursStudent hours
Class tests, exams and assessment11.001.00
Group learning11.001.00
Private study hours126.00
Total Contact hours24.00
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 students
about 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

Assessment typeNotes% of formal assessment
Presentation15 minute group presentation20.00
Total percentage (Assessment Coursework)20.00

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

Exam typeExam duration% of formal assessment
Unseen exam 2 hr 00 mins80.00
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 website

Last updated: 08/05/2019


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