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: Semester 1 (Sep to Jan) View Timetable
Year running 2020/21
This module is mutually exclusive with
DESN5400M | Fashion 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
Delivery type | Number | Length hours | Student hours |
Lecture | 11 | 2.00 | 22.00 |
Private study hours | 128.00 | ||
Total Contact hours | 22.00 | ||
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 module1. 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
Coursework
Assessment type | Notes | % of formal assessment |
Oral Presentation | 15 minute group presentation | 25.00 |
In-course MCQ | Continuous MCQ Assessment (10 questions per week for 5 weeks) | 25.00 |
Report | 1,000 word individual marketing consultancy report | 50.00 |
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 websiteLast updated: 10/08/2020 08:35:04
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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