2022/23 Taught Postgraduate Module Catalogue

ODES5102M Strategic Digital Marketing for Fashion

15 creditsClass Size: 150

Module manager: Dr Boshuo Guo
Email: B.Guo1@leeds.ac.uk

Taught: 1 May to 30 Jun (2mth)(adv yr), 1 May to 30 June, 1 Nov to 31 Dec, 1 Nov to 31 Dec (2mth)(adv yr) View Timetable

Year running 2022/23

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 develops students’ awareness and knowledge of key concepts in digital marketing in the fashion industry. Students will gain insight, critical awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing. Teaching will focus on fashion marketing in a digital age. In addition, students will develop basic data analysis skills and understand how data modelling can facilitate managerial decisions in fashion marketing.

Objectives

This module will develop student’s awareness and knowledge of key concepts in digital marketing in the fashion industry. Students will gain insight, critical awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing. The focus of teaching on this module will be about the scope of fashion marketing in a digital age. In addition basic data analysis skills will be developed alongside how data modelling can facilitate managerial decisions in fashion marketing.

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

1. Understand and critically evaluate key concepts in digital marketing in the fashion industry.
2 Use research skills (including collecting and analysing data from multiple resources) to answer managerial questions in digital fashion marketing in order to develop creative design strategies.
3. Analyse current digital marketing campaigns used in an International Fashion context.

Skills outcomes
1. Develop critical-thinking skills when considering digital international fashion marketing strategy.
2. Become familiar with the situational analysis skills and its particularities within the international market context
3. Develop analytical thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of digital fashion marketing strategies
4. Formulate appropriate digital international fashion marketing strategies considering the capabilities of the fashion brand.
5. Critically evaluate, discuss and present analytical outcomes and strategies in order to be able to formulate a digital international marketing strategy appropriate to a specific context utilising skills developed throughout the module.

Syllabus

Indicative Content for this module includes:

- Digital Marketing Strategies
- The role of digital communication and online retailing to access new markets via digital platforms
- The role of data analytics in fashion marketing
- The assessment of communication techniques and creative approaches to international digital fashion marketing approaches.
- The role of digital fashion marketing across a range of international markets.
- The evaluation of digital fashion marketing strategies and the implementation of design-thinking planning approaches.

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	6	1.00	6.00
Tutorials	6	1.00	6.00
Independent online learning hours			12.00
Private study hours			126.00
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. research strategies and online Q&A): 12 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 – 20 hours
2. Identifying further studies and newest research trends on the topic – 18 hours
3. Case studies analysis and review – 24 hours
4. Development of a critical review of main theories and other sources - 26 hours
5. Preparation of portfolio - 38 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 assessment will enable student progress to be monitored with formative feedback provided for draft of the presentation and final pitch.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	500 - 800 word project report	50.00
Presentation	10 minute 'pitch'	50.00
Total percentage (Assessment Coursework)		100.00

Resit by failed element. Resits must be completely new pieces of work.

Reading list

The reading list is available from the Library website

Last updated: 12/07/2022 16:11:26

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