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2020/21 Taught Postgraduate Module Catalogue

DESN5300M Fashion Marketing

15 creditsClass Size: 20

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

Taught: 1 May to 31 July, Semester 1 View Timetable

Year running 2020/21

This module is mutually exclusive with

DESN5400MFashion Marketing

This module is not approved as an Elective

Module summary

This module aims to provide a sound understanding of the fashion industry structureand the fashion marketplace through theoretical tools, such as the marketing mix andPEST 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 highlight 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 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.

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 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 marketing theory as applied to the business of fashion.
2. Express an understanding of current fashion marketing issues and challenges including the changing role of the consumer and micro and macro market environments.

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


Syllabus

Topic 1: Marketing and fashion marketing.
Topic 2: The business of fashion.
Topic 3: Understanding the market environment.
Topic 4: Developing the fashion marketing mix.

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Lecture112.0022.00
Private study hours128.00
Total Contact hours22.00
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

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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Coursework
Assessment typeNotes% of formal assessment
Oral Presentation15 minute group presentation25.00
In-course MCQContinuous MCQ Assessment (10 questions per week for 5 weeks)25.00
Report1,000 word individual marketing consultancy report50.00
Total percentage (Assessment Coursework)100.00

Resits will be assessed by 1000 word online essay only.

Reading list

The reading list is available from the Library website

Last updated: 10/08/2020 08:35:04

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