2023/24 Taught Postgraduate Module Catalogue

ODES5100M International Fashion Marketing and Creative Brand Management

15 creditsClass Size: 100

Module manager: Dr Alice Dallabona
Email: A.Dallabona@leeds.ac.uk

Taught: 1 Mar to 30 Apr, 1 Mar to 30 Apr (2mth)(adv yr), 1 Sep to 31 Oct, 1 Sep to 31 Oct (adv yr) View Timetable

Year running 2023/24

Pre-requisite qualifications

Students are required to meet the programme entry requirements prior to studying the module.

Module replaces

N/A

This module is not approved as an Elective

Module summary

This module is designed to provide students with an understanding of international fashion marketing strategies and brand management practices. Students will also develop design-thinking skills that will help them plan and develop successful brand communication strategies. Students will gain insight into tools and frameworks used by companies to enter international markets and to build successful brands. Individual coursework and in-class participation will be used to assess students’ application of theory into practice in the international fashion marketing and creative brand management field.

Objectives

This module will introduce fashion marketing and the theoretical frameworks used to form the basis of creative branding management in their international context. This module will present these frameworks through the lens of design thinking as a strategy. Marketing and brand management will be examined throughout this module in relation to broader contemporary international trends and issues. By adopting an interdisciplinary approach to the analysis of marketing and consumption, students will develop critical awareness of the tensions existing between the consumers and businesses at an international level, including brand communication between consumer and business.

Learning outcomes
On completion of this module students will be able to:

1. Demonstrate critical understanding of the importance of marketing, design and branding in fashion management and business performance for an international organisation.
2. Critically assess the implications of marketing and branding on fashion organisations, consumers, and society at an international level.
3. Critically evaluate, discuss, and present case studies analysis in order to be able to formulate an international brand communication strategy appropriate to a specific context.
4. Develop successful international communication strategies to attract consumers in new markets

Skills outcomes
1. Develop critical-thinking skills when considering fashion brands development of international marketing strategies.
2. Become familiar with the situational analysis and its particularities within the international market context.
3. Develop design-thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of fashion marketing strategies and brand management.
4. Develop creative-thinking skills when devising brand management strategies.
5. Critically evaluate, discuss and present case studies analysis in order to be able to formulate recommendations for international brand strategies appropriate to a specific context.
6. Formulate appropriate international fashion marketing communication strategies considering the capabilities of the fashion brand.

Syllabus

Indicative Content for this module includes:

- The interdependence of branding and design thinking when devising successful international marketing strategies.
- The role of brands in today society.
- The role of communication and retail stores to access new markets.
- The role of design thinking in fashion marketing and branding.
- The role of creativity in managing and creating successful brands.
- The assessment of communication techniques and creative approaches to international fashion marketing approaches.
- Storytelling and narrative in creating customer value and in developing brand experiences.
- The role of brand communities to strengthen brand positioning.
- The importance and difficulties of creating and maintaining consumer engagement

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	6	1.00	6.00
Discussion forum	6	1.00	6.00
Independent online learning hours			24.00
Private study hours			114.00
Total Contact hours			12.00
Total hours (100hr per 10 credits)			150.00

Private study

Considering this is a distance learning module independent and private study activity are also to be considered in the lecture and seminar hours count.

Independent Learning - refers to non-facilitated directed learning. Students will work through bespoke interactive learning resources and reflective activities in the VLE.

Range of readings, tasks, formative MCQ test and discussion board online (e.g. search strategies and online Q&A): 24 hrs

Private Study - refers to directed reading and self-directed research in support of learning activities and discussions, as well as in preparation for assessments.

1. Understanding, critically analyse, and comparing main theories - 18 hours
2. Identifying further studies and newest research trends on the topic – 16 hours
3. Case studies analysis and review – 20 hours
4. Development of a critical review of main theories and other sources - 20 hours
5. Preparation of formative submission - 10 hours
6. Preparation of poster - 30 hours

Opportunities for Formative Feedback

- The module’s digital learning materials provide regular opportunities for participants to check their understanding and gain feedback (e.g., case studies with short answer questions and automated feedback, MCQs with detailed feedback on correct/incorrect answers).
- The individual unit webinars and discussion forums provide opportunities for formative feedback from peers and tutors.
- The module assessments (2,500 word equivalent poster project (due week 8), Plus an MCQ (due week 5) –and forum postings will enable student progress to be monitored

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Poster Presentation	.	70.00
In-course MCQ	.	30.00
Total percentage (Assessment Coursework)		100.00

Resit by failed element. The poster presentations must be a completely new pieces of work.

Reading list

The reading list is available from the Library website

Last updated: 10/08/2023

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