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2018/19 Taught Postgraduate Module Catalogue

DESN5400M Fashion Marketing

15 creditsClass Size: 60

Module manager: Edel Moore
Email: e.m.moore@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2018/19

This module is mutually exclusive with

DESN5300MFashion Marketing

Module replaces

DESN5300M

This module is not approved as an Elective

Objectives

This module introduces PG students to the principles of fashion marketing, the nature of the fashion industry and marketplace and role of the fashion consumer in the system. It allows students to apply marketing knowledge to current market environments in order to develop, justify and present viable business proposals.

Learning outcomes
On completion of the module students will understand the marketing mix and marketing communications strategies for fashion products; design and costing implications for different market sectors; supply chain structures; the role of the consumer including consumer behaviour, target marketing, segmentation and customer profiling; Branding; and the micro and macro environments.

Skills outcomes
- Industry awareness
- Marketing communications skills
- Retail awareness
- Consumer awareness


Syllabus

This module aims to provide a sound understanding of the fashion industry structure and the fashion marketplace through theoretical tools, such as the marketing mix and PEST analysis. The product element of the mix will be instrumental in delivering knowledge of product design and development and the production processes and supply chain structures and strategies currently used by the industry. The price element will be linked to costing highlighting the implications that design, production and quality have on price in relation to different market sectors. The promotion element will be linked to marketing communications strategies and theories which will ultimately link to branding principles. Place will extend supply chain strategies into the retail sector where fashion retailing, including store design and visual merchandising theories will be delivered along with the elements of the extended marketing mix. The role of the consumer will be understood through consumer behaviour theories including target marketing and market segmentation and students will gain practical experience of developing customer profiles for different fashion markets.

Teaching methods

Delivery typeNumberLength hoursStudent hours
presentation11.001.00
Lecture112.0022.00
Practical111.0011.00
Private study hours116.00
Total Contact hours34.00
Total hours (100hr per 10 credits)150.00

Private study

Store research 10 hours
Reflective log 8 hours
Presentation preparation 14.75 hours
Producing the marketing plan / report 50 hours
Reading 34

Opportunities for Formative Feedback

Students progress will be monitored though attendance at lectures and practical sessions.

Students will receive formative feedback on their initial approved proposal at the beginning of the semester and written and verbal feedback after their verbal “pitch” in week 6.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
ReportMarketing plan 2,000 words70.00
PresentationVerbal presentation, 10 minutes20.00
Reflective log800-1000 words10.00
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: 25/05/2018

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