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2021/22 Undergraduate Module Catalogue

DESN3367 Strategic Fashion Marketing Plan

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

DESN3360 Fashion Marketing Major Project - Research

This module is not approved as a discovery module

Module summary

This module aims to foster a broad appreciation of the context and development of contemporary fashion marketing practices. Through a mixture of lectures, workshops and practical sessions, students will engage with the contemporary notions of fashion marketing and communications and a process of reflective practice. The module consolidates and builds on knowledge gained at levels one and two of the fashion marketing programme and encourages focused and autonomous enquiry to formulate innovative solutions for the development, marketing and communication of fashion related products or services. Students take ownership of the entire marketing planning process which will include research, creative thinking, reflective practice, concept development, and commercial viability assessment, through to the submission of a detailed and professionally presented strategic marketing plan.

Objectives

This module aims to foster a broad appreciation of the context and development of contemporary fashion marketing practices. The module consolidates and builds on knowledge gained at levels one and two of the fashion marketing programme and encourages focused and autonomous enquiry to formulate innovative solutions for the development, marketing and communication of fashion related products or services. Students take ownership of the entire marketing planning process which will include research, creative thinking, reflective practice, concept development, and commercial viability assessment, through to the submission of a detailed and professionally presented strategic marketing plan.

Learning outcomes
LO1: Provide evidence of research, analysis and enquiry into a self-directed area of interest in response to fashion market opportunities and shifting lifestyle trends.
LO2: Use a process of design thinking and creative problem solving to identify a market / brand opportunity and produce a research informed project proposal.
LO3: Critically appraise the value and viability of marketing mix strategies to a specific market to define the brand’s strategic direction.
LO4: Plan and communicate a strategic direction for the business and market opportunity through critical reflection upon the idea development process and an innovative and relevant marketing mix.

Skills outcomes
• Critical thinking and problem solving
• Industry awareness
• Visual communications
• Presentation skills


Syllabus

Indicative content includes:
- Design Thinking
- Creative Problem Solving
- Trend analysis
- Reflective practice
- Innovation
- Concept development
- Proposal development
- Strategic fashion marketing
- Brand strategy

Teaching methods

Delivery typeNumberLength hoursStudent hours
Presentation13.003.00
Drop-in Session52.0010.00
Lecture61.006.00
Practical82.0016.00
Seminar32.006.00
Tutorial51.005.00
Independent online learning hours24.00
Private study hours230.00
Total Contact hours46.00
Total hours (100hr per 10 credits)300.00

Private study

Private study will be spent as follows:
Library Research & Reading 40 hours
• Contextual and visual research 60 hours
• Preparation and presentation of work 60 hours
• Concept development 70

Independent online learning will be spent as follows:
Recording reflective commentary 11 hours
Engagement with online study groups 13 hours

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 presentations.
Group and individual feedback during practical workshops and drop-in sessions

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ReportProject report: 5,000 words80.00
Oral Presentation10 Minutes / 1,000 words20.00
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: 09/07/2021

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