2020/21 Undergraduate Module Catalogue

DESN1347 Principles of Fashion Marketing

30 creditsClass Size: 70

Module manager: Dr Maria Logkizidou
Email: M.logkizidou@leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2020/21

Module replaces

DESN 1355 Fashion Marketing

This module is not approved as a discovery module

Module summary

This module focuses on developing understanding of the global fashion industry and how fashion companies communicate with and engage target consumers.The module begins with an overview of how the fashion industry operates. You will develop an understanding of fundamental marketing theory including the marketing mix. Working in groups and individually, you will critically appraise and apply theory in practice through, for example, market segmentation and consumer profiling.

Objectives

Principles of Fashion Marketing will introduce students to fundamental concepts of fashion marketing, fashion consumer behaviour and marketing research.

The purpose of this module is to establish and develop an understanding of the fashion system, how the fashion industry operates and the strategic decision making which informs how fashion retailers identify and engage with target consumers.
Students will develop critical insight to the dynamics of group work and the value of reflective practice to the development of key employability skills in team-working, communication and negotiation.

Learning outcomes
1. Conduct secondary and primary research and use findings to produce a customer profile for a fashion-related business concept
2. Critically evaluate market information and use to propose recommendations for improvements to industry practice.
3. Demonstrate an in-depth understanding of key theoretical principles of marketing
4. Critically evaluate design (fibres / materials and styling), manufacturing and pricing strategies in relation to a range of target markets.
5. Reflect upon individual progress and contributions to the practice of teamworking

Skills outcomes
- Primary and secondary market research
- Evaluation of fashion practice
- Use theory to inform fashion practice
- Market segmentation
- Consumer profiling
- Report writing

Syllabus

This module will cover topics including
- the fashion industry
- fashion supply chains
- product design and pricing strategy
- the fashion marketplace
- principles and theories of marketing
- market and marketing research
- consumer behaviour and consumer engagement
- group work and team-working
- professional presentation skills

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	6	2.00	12.00
Group learning	4	0.50	2.00
Lecture	10	1.00	10.00
Practical	2	2.00	4.00
Seminar	6	2.00	12.00
Private study hours			260.00
Total Contact hours			40.00
Total hours (100hr per 10 credits)			300.00

Private study

- Research & Reading (100 hours)
- Assignment research and preparation (100 hours)
- Exam preparation (20 hours)
- Team meetings, planning and organisation (24 hours)
- Reflection and critical appraisal (30)

Opportunities for Formative Feedback

Student progress and engagement will be monitored throughout the duration of the module via attendance, participation in classes and through assessments. In addition further monitoring will take place through formal formative assessment points as follows: Tutor/peer discussions in seminar sessions.
Formative and reflective feedback on group presentations. Group and individual feedback during practical workshops in semesters 1 & 2. Assignment Plan tutorials in semesters 1 & 2

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	Individual report with presentation	50.00
Group Project	group project and reflection	20.00
Total percentage (Assessment Coursework)		70.00

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

Exams

Exam type	Exam duration	% of formal assessment
Online Time-Limited assessment	1 hr 30 mins	30.00
Total percentage (Assessment Exams)		30.00

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: 10/08/2020 08:35:02

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