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2021/22 Undergraduate Module Catalogue

DESN2348 Fashion Promotion and Creative Communication Strategy

30 creditsClass Size: 70

Module manager: Joanna Blanco Velo
Email: J.M.Blanco-Velo@leeds.ac.uk

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

Year running 2021/22

Pre-requisite qualifications

N/A

Module replaces

DESN 2375 Fashion Promotions 20 credit version

This module is not approved as a discovery module

Module summary

Through the examination of fashion brand practice across market levels, this module develops a critical understanding of marketing communications applied to a range of fashion-related industries. Students will appraise aspects of branding through the critical evaluation of theory in practice.Innovations in fashion media will be examined and evaluated to inform the development of tools suitable for a research informed communications strategy.

Objectives

Fashion promotion and communications strategy builds upon theoretical grounding in fashion marketing and consumer behaviour and the contextual platform introduced at level 1.
The purpose of this module is to explore and examine marketing communications strategies for fashion-related products and concepts. Theoretical frameworks will be used to critically evaluate contemporary practice in brand communication with fashion consumers across digital, film based and print mediums.
Students will develop an understanding of the fashion consumer journey, develop a research informed rationale for a brand communications strategy that will implement changes or adaptations to a brand’s consumer touchpoints.

Learning outcomes
On completion of this module, students should be able to ...
1. Critically appraise contemporary practice in fashion brand promotion across a range of communications channels and platforms.
2. Critically evaluate contemporary brand practice within the theoretical contexts of fashion branding and fashion marketing.
3. Conduct secondary and primary, market and consumer research and use findings to inform the production of a strategic plan for fashion brand communications.
4. Devise and produce a set of promotional tools and materials to support implementation of the fashion communications strategy.

Skills outcomes
• use marketing and brand theory to inform fashion communications practice
• define and map fashion consumer journeys
• identify and critically appraise fashion consumer touchpoints
• produce a research informed strategic plan


Syllabus

For example:
• fashion consumption
• fashion and media
• fashion communications
• communications tools / platforms
• brands and branding
• semiotic analysis
• strategy development
• campaign costing

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lectures121.0012.00
Seminars81.008.00
Tutorials40.502.00
Practicals62.0012.00
Private study hours266.00
Total Contact hours34.00
Total hours (100hr per 10 credits)300.00

Private study

• Research & Reading (100 hours)
• Assignment research and preparation (100 hours)
• Design & production of promotional materials (40 hours)
• Personal planning and organisation (26)

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.
Individual feedback during practical workshops in semesters 1 & 2.
Assignment plan practical / feedback tutorials in semesters 1 & 2.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ProjectIllustrated strategic plan 3500-4000 words50.00
PracticalPromotional materials 1500-2000 words20.00
Reflective logIllustrated log 2500-3000 words30.00
Total percentage (Assessment Coursework)100.00

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: 18/01/2022

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