2021/22 Undergraduate Module Catalogue

DESN3377 Fashion Communications Strategy and Portfolio

30 credits

Module manager: Dr Alessia Grassi
Email: A.Grassi@leeds.ac.uk

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

Year running 2021/22

Module replaces

DESN3370 Fashion Marketing Major Project - Realisation

This module is not approved as a discovery module

Module summary

This module aims to extend appreciation and understanding of contemporary fashion marketing contexts and promotional activity. The module builds on the research & concept development and the strategic planning carried out in DESN3365. Through a mixture of lectures, seminars, workshops and practical project work, students will engage with the contemporary notions of innovation in fashion marketing and communications. Students will critically evaluate their plan to refine and develop promotional solutions for the implementation of their brand strategy and produce a research informed brand communications plan. Communication and promotional plans will also demonstrate an understanding of contemporary, technological, ethical and commercial constraints.

Objectives

This module aims to extend appreciation and understanding of contemporary fashion marketing contexts and promotional activity. The module builds on the research & concept development and the strategic planning carried out in DESN3365. Students will critically evaluate their plan to refine and develop promotional solutions for the implementation of their brand strategy and produce a research informed brand communications plan.

Learning outcomes
LO1: Develop contemporary and innovative direction for product or service branding and produce an integrated marketing communications (IMC) strategy.
LO2: Demonstrate the ability to design a creative verbal and visual brand concept for a new product or service using appropriate communication tools and channels.
LO3: Critically appraise an integrated marketing communications strategy to refine brand objectives and develop appropriate and innovative promotional and communication solutions for the implementation of brand strategy.
LO4: Plan, manage and execute a brand concept and promotional campaign through critical reflection and the recording and communication of creative thinking and implementation process.

Skills outcomes
• Creative thinking
• Innovative thinking
• Brand development
• Strategic planning
• Reflective practice

Syllabus

Indicative content includes:
- Innovation
- Fashion marketing
- Fashion communications
- Brand Strategy
- Visual communications
- Presentation skills
- Industry awareness
- Critical thinking and problem solving

Teaching methods

Delivery type	Number	Length hours	Student hours
Presentation	2	3.00	6.00
Drop-in Session	5	2.00	10.00
Lecture	6	1.00	6.00
Practical	8	2.00	16.00
Seminar	3	2.00	6.00
Tutorial	5	1.00	5.00
Independent online learning hours			24.00
Private study hours			227.00
Total Contact hours			49.00
Total hours (100hr per 10 credits)			300.00

Private study

Private study will be spent as follows:
• Library Research & Reading 37 hours
• Contextual and visual research 50 hours
• Preparation and presentation of work 40 hours
• Marketing/promotional strategy implementation 100

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 type	Notes	% of formal assessment
Portfolio	5,000 Words	80.00
Oral Presentation	10 Minutes / 1,000 Words	20.00
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: 25/02/2022

Disclaimer

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