Module: BM7044-15 Fashion Marketing

Level: 7

Credit Value: 15

Module Tutor: Katie Friedlander-Boss

Module Tutor Contact Details: k.friedlander-boss@bathspa.ac.uk

1.Brief description and aims of module

With competition in the fashion industry at its most challenging and dynamic, it is imperative that brands develop successful and effective marketing strategies to maximize competitive advantage. In the digital age, fashion brands that engage with their consumers through storytelling via integrated marketing communications can gain loyalty and market share across multiple channels and platforms.

This module will explore and interrogate how industry leading brands, alongside start-ups and SMEs, are setting the pace with fashion marketing evolution and revolution.

2.Outline syllabus

Topics covered include:

• International fashion marketing and brand management strategies, in order to evaluate both risks and opportunities;
• Consumer; relationship management, trends, market profiles, segmentation, targeting, differentiation and positioning;
• Retail and e-tail expansion and distribution strategies;
• Creating and building brand equity to ensure long term success;
• Marketing communications -advertising, PR, direct marketing, sales promotion, and use of social and digital media- a holistic approach to integrated digital campaign strategy;
• Law in an international fashion context, and the impact of intellectual property protection for brands within its supply chain, and sales and marketing communications.

3.Teaching and learning activities

This module is taught by a mixture of tutor-led seminars, lectures and practical workshops with sector practitioners, student-led presentations and discussion, and the use of case studies and work-based learning scenarios.

Assessment Item 1:

• Assessment Type: Course Work
• Description: Report (3,500 words)
• % Weighting: 100%