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2022/23 Taught Postgraduate Module Catalogue

DESN5319M Internationalisation in the Fashion Industry Context

15 creditsClass Size: 51

Module manager: Dr Rubab Ashiq

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2022/23

This module is not approved as an Elective

Module summary

This module is designed to build student’s knowledge, awareness and practical skills regarding foreign trade dynamics and strategies in the context of the fashion industry. Students will gain insight into skills and tools to conduct an internationalisation process of a firm through exposure to internal and external analyses, as well as the critical analyses of relevant case studies.


This module aims to provide students to develop a comprehensive understanding and insight into the foreign trade dynamics in the context of the fashion industry, the major issues, problems and challenges related to the formulation and implementation of a strategy abroad. Therefore, it offers to students the foundations to comprehend the reasons to internationalise, the process of internationalisation of organisations, the different steps to internationalise, the environmental analyses, and companies’ capabilities to exploit a new market. It also leads students to acquire knowledge about the different entry modes, as well as reflexive and critical analyses towards the dilemma adaptation vs standardization exploring, therefore, different strategies of operation across borders focused on the Fashion Industry. The module considers the different business formats in the fashion industry, such as B2B and B2C encompassing brand retailers, fashion entrepreneurs and fashion designers’ brands. To accomplish its objectives, analytical tools and frameworks to evaluate market opportunities and the development of marketing strategies are introduced.

Learning outcomes
On completion of this module, students should have provided evidence of being able to:
1. Develop and demonstrate a critical understanding of the internationalisation concept of companies;
2. Gain insight into skills to identify market opportunities at the national and international levels;
3. Appraise of compatible strategies to ensure sustainable growth and high profitability;
4. Understand different entry modes and identify the one that suits a given company taking into account the company's business model as well as environmental and contextual variables;
5. Develop their own approach to the evaluation of the market opportunity, considering the business’ characteristics and the firm’s capabilities to outline a marketing strategy that adds value to the business.
6. Evaluate and apply learned concepts and theories.

Skills outcomes
- Gain an understanding and critique of the main aspects of the internationalisation process of companies;
- Evaluate key issues, problems and challenges related to the formulation and implementation of a strategy abroad.
- Become familiar with the environmental analysis and its particularities within the international context;
- Formulate appropriate strategies in the international environment considering the adaptation vs standardization dilemma;
- Critically evaluate case studies in order to be able to formulate an internationalisation plan appropriate to a specific context.


- The concept and main aspects of the internationalisation process of companies;
- Theories of internationalisation originated in advanced economies and in emerging economies;
- Internationalisation drivers, entry modes and strategies of operation across borders;
- The importance of considering the combination of a) firm’s competencies/capabilities, b) firm’s willingness to take risk and c) firm’s inclination to invest in international markets when formulating an international strategy;
- The role of Culture in international business and international marketing;
- Environmental analysis and the dilemma adaptation Vs standardization;
- The difference between International and Global Marketing;
- Segmentation bases in the internationalisation process;
- The Brand building process in the International Environment;
- Observed forms of internationalisation looking at fashion industry cases

Teaching methods

Delivery typeNumberLength hoursStudent hours
Independent online learning hours14.00
Private study hours110.00
Total Contact hours26.00
Total hours (100hr per 10 credits)150.00

Private study

Independent online learning:
Range of reading, tasks and discussion board online (e.g. search strategies and online Q&A): 14 hrs

Private study:
Reading and preparation for lectures: 50 hours
Seminars preparation: 10 hrs
Formative preparation: 10 hrs
Assignment preparation: 40 hours.

Opportunities for Formative Feedback

Student progress is primarily monitored through ongoing engagement within seminars and tutorials focused on the final essay exercise and MCQ tests.

Methods of assessment

Assessment typeNotes% of formal assessment
EssayCritical analysis of a case study (up to three questions – between 500 and 750 words to answer).80.00
In-course MCQ10 question MCQ10.00
In-course MCQ10 question MCQ10.00
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: 06/03/2023


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