2024/25 Taught Postgraduate Module Catalogue

ODES5200M Strategic International Fashion Marketing and Brand Management

15 creditsClass Size: 150

Module manager: Dr Qingxin Peng
Email: q.peng@leeds.ac.uk

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

Year running 2024/25

Pre-requisite qualifications

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

Pre-requisites

ODES5100M

International Fashion Marketing and Creative Brand Managemen

Module replaces

N/A

This module is not approved as an Elective

Module summary

This module is designed to provide students with an in depth understanding of strategic international fashion marketing strategies and practices. Students will also further develop design-thinking skills that will help them plan and develop successful international brands. Students will gain experience using tools and frameworks used by companies to strategically maintain competitive advantage on 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 strategic international fashion marketing and brand management field.

Objectives

Building upon International Fashion Marking and Creative Brand Management, this module will extend and add depth to the analyses of fashion marketing and creative branding in their international context through the lens of design thinking as a strategy. Fashion consumption is a complex phenomenon immersed in human social attitudes and behaviours. Thus, marketing and branding are investigated in 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 tensions existing between consumers and businesses at an international level. Moreover, by adopting a design-thinking approach to the analysis of branding, students will develop the ability to devise creative solutions to overcome such tensions.

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

1. Apply design-thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of fashion marketing strategies and brand management.
2 Utilise creative-thinking skills when devising brand management strategies.
3. Formulate appropriate international fashion marketing strategies considering the capabilities of the fashion brand.
4. Critically evaluate strategic decision making for building successful fashion brands and the effect that different creative marketing strategies can have on a fashion company by implementing appropriate techniques in response to real-time situations.

Skills outcomes
1. Utilise critical-thinking skills when formulating fashion brands management strategy at international level.
2. Implement design-thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of fashion marketing strategies and brand management.
3. Evaluate the use of creative-thinking approaches when devising brand management strategies.
4. Formulate innovative solutions for international fashion brands considering their capabilities.
5. Critically develop managerial recommendations to devise international brand strategy appropriate to a specific context.

Syllabus

Indicative Content for this module includes:

- International marketing strategies and competitive advantage: creating sustainable sources of brand advantage and value.
- The role of design thinking as a strategic tool.
- Translate market needs into the design of product or service: market segmentation, positioning, and promotional techniques. And communicate this to the target market.
- Branding as a strategy in building equity and maintaining competitive advantage.
- The evaluation of international fashion marketing strategies and the implementation of design-thinking planning approaches.
- The testing and evaluation of international brand strategies.
- The role of innovation to create new products/services to enter new international markets and maintain competitive advantage.

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 – 12 hours
3. Case studies analysis and review – 18 hours
4. Development of a critical review of main theories and other sources – 18 hours
5. Preparation of formative submission – 14 hours
6. Preparation of portfolio – 34 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 (2,000 - 2,500 word project, 500 – 600 word reflective log – and forum postings associated with the log) will enable student progress to be monitored.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Reflective log	500 - 600 words	30.00
Portfolio	2,000 - 2,500 words	70.00
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: 04/09/2024

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