2021/22 Undergraduate Module Catalogue

LISS1045 International Fashion Marketing

10 creditsClass Size: 30

Module manager: Mariana Suter
Email: M.Suter@leeds.ac.uk

Taught: 1 Jul to 31 Aug View Timetable

Year running 2021/22

Pre-requisite qualifications

GPA of 2.8 (US) or equivalent and enrolled at a university

This module is not approved as a discovery module

Module summary

This module is designed to build student’s awareness and knowledge of practical skills regarding foreign trade dynamics and strategic marketing decisions in the context of the fashion industry. Students will gain insight into tools and frameworks used by firms to enter and develop international markets through case-study analysis and direct interaction with industry by visiting and analysing a local fashion business. Group-work combined with individual coursework, as well as individual in-class participation will be used to assess students’ application of theory into practice in the international fashion marketing field.

Objectives

1. Build student’s awareness and knowledge of practical skills regarding foreign trade dynamics and strategic marketing decisions in the context of the fashion industry

2. Gain insight into tools and frameworks used by firms to enter and develop international markets

3. Provide students the foundations to comprehend the reasons to internationalise, the process of internationalisation of organisations, the different steps to internationalise, the environmental analyses, and the company’s internal requirements to exploit a new market

4. Apply the theory explored during the coursework into a practical case in the field of international fashion marketing.

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

understand international marketing concepts applied to the Fashion Industry;

apply skills, including group work, to identify opportunities and challenges in international markets;

demonstrate knowledge of marketing strategy tools to ensure sustainable brand development and its growth in international markets’;

apply their own approach to develop an international fashion marketing strategy considering the business’ characteristics, the firm’s capabilities, the environment variables and the new market context.

evaluate and apply learned concepts and theories.

Skills outcomes
Gain an understanding and critique of the main aspects that should be considered by Fashion firms when developing an international marketing strategy;

Evaluate key issues, problems and challenges related to the formulation and implementation of a marketing strategy abroad.

Become familiar with the environmental analysis and its particularities within the international market context;

Formulate appropriate international marketing strategies considering the capabilities of the fashion firm, its brand positioning and the new market environment;

Critically evaluate, discuss and present case studies analysis in order to be able to formulate an international marketing strategy appropriate to a specific context.

Syllabus

Indicative syllabus:
- International business and the fashion industry
- Theories of International Business and the application in the Fashion Industry context
- International environment analysis
- Modes of entry and operation
- Brand in the international market
- The role of Country-of-Origin Image in international markets
- The role of culture in international marketing and the adaptation Vs standardisation dilemma
- Marketing mix decisions when operating in international markets.

Teaching methods

Delivery type	Number	Length hours	Student hours
Visit	1	10.00	10.00
Fieldwork	1	8.00	8.00
Seminar	8	3.00	24.00
Independent online learning hours			15.00
Private study hours			43.00
Total Contact hours			42.00
Total hours (100hr per 10 credits)			100.00

Private study

15 hours pre-course preparatory work (materials available on Minerva): this will include reading assigned texts and preparation of elements relevant to assignments and group work in class

43 hours private study: this will include reading assigned texts, preparing class assignments and completing two written assignments.

Opportunities for Formative Feedback

During the seminars, students will receive feedback and their progress will be monitored by themselves and tutor on an ongoing basis, e.g. case studies discussions and short in-session exercises. In addition, there will be a session dedicated to individual essay Q&A where students will have the opportunity to discuss their essay and get verbal formative feedback.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	1,000 words	60.00
Presentation	10 - 15 minute group presentation	40.00
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: 30/06/2021 16:24:23

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