Module: BMA5002-20 Fashion Marketing and Management

Level: 5

Credit Value: 20

Module Tutor: Mark Cox

Module Tutor Contact Details: m.cox3@bathspa.ac.uk

1. Brief description and aims of module:

As the continuing popularity of the Fashion industry grows, so does the need for innovative and exciting ways for fashion brands to communicate. By understanding the basics of how the fashion industry functions and with specific focus on the Promotional aspect of the 4P’s and expansion into the 5 C’s, this module will allow students who would like to focus their business ideas and marketing skills towards the fashion industry by developing an understanding and insight into the different issues and strategies utilised in selling fashion today.

The module will provide the graduate with attributes such as:-

• Internationally networked: studying abroad for part of their programme, or studying alongside students from overseas.

• Critical thinkers: able to express their ideas in visual, written and oral form, and possessing information literacy.

• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus

The module is divided into a number of topics; The 4P’s in relation to the fashion industry, above the line marketing strategies including advertising campaigns and the related financial implications, PR, digital marketing strategies (including personalisation, mail outs and social media), experiential marketing (including fashion shows, launches and pop up shops), customer segmentation and sustainability.

3.Teaching and learning activities

You’ll have timetabled classes as well as doing your own independent learning in order to investigate further into the subject. There will be weekly lectures covering the theoretical and business management’s aspects of the fashion industry. During the seminars you’ll be discussing your learning with your fellow students so that you learn from each other, build your skills, and develop your team working ability. There will be significant opportunities for formative assessment, including the completion of assessed seminar activities. This module also includes workshops in order to develop your use of industry specific packages that you will use to create the visual component of your work.  Also, built into the teaching Programme, seminar time will be given for the review of drafts of summative assessment. The initial presentation is an opportunity to gain significant feedback, which can be built on for the longer Marketing strategy proposal.

S1. Marketing Report:

In groups, you will undertake macro-environmental research related to a specific fashion sector (i.e. women’s sportswear). Once you have established the broader information you will create a combined case studies focussing on a specific brand within that sector, looking at the varying marketing strategies they utilise. You will need to consider the product range and will then look in depth at “promotion” giving examples of the different strategies, such as visual merchandising, PR etc with analysis and discussion grounded in academic research culminating in a proposal as to the direction you think the brand should focus for the future and why.

Within the submission, you will each need to include a brief 300 word reflection on your experience of working as a group on this project. You should focus on your own strengths and weaknesses and consider how you conducted yourself within the group dynamic. Think about what you enjoyed, found challenging, would like to do again and how this feeds into your own career aspirations.

This is a marketing report and not an essay. You will need to consider the format (this will be covered in a seminar) and make sure to include visuals and infographics within your document.

S2. Group Presentation:

In your groups, you will deliver a 10 minute presentation discussing the varying promotional strategies with a chance to present your ideas for the brands future strategies. Every member of the group must contribute.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Marketing Report

• % Weighting: 85%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Group Presentation

• % Weighting: 15%