Module: BMA6031-20 Fashion Marketing and Visualisation

Level: 6

Credit Value: 20

Module Tutor: Joshua Williams

Module Tutor Contact Details: j.williamsb@bathspa.ac.uk

1. Brief description and aims of module:

This module aims to develop and expand the depth of your knowledge and skills for working within the fashion industry today, in particular, marketing and management. In this module, you will learn how to apply a variety of marketing principles in the development of a fashion marketing strategy document in order to present a cohesive campaign strategy for a brand of your choice. You will learn the issues and challenges within the fashion industry and the key decisions that should be taken given the variations of channels and customer segments.

The module aims to raise awareness of both theory and practice relating to selling fashion, whilst developing your practical skills set and understanding about the future challenges that face marketing within the industry.

In this module, you will be able to demonstrate the following Graduate Attributes:

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

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

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

2.Outline syllabus

The core focus of this module will be the use of digital platforms to promote and sell fashion products. The key concepts covered will be: digital fashion marketing, social media for fashion marketing, e-tail, direct to consumer and the global consumer.

3.Teaching and learning activities

You will 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 aspects of the fashion industry. During the seminars you will 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

S1. Marketing strategy document

You will undertake a piece of individual research exploring a fashion brand of your choice relating to the sector of the industry that you are most interested in, giving a broad overview of the key statistics, issues, financial implications and insights that relate to the business. You will undertake original market research to inform your understanding of preferred strategies. You will then consider current thinking relating to e-tail and digital marketing strategies and propose an original idea, campaign or concept on the platform of your choice with clear explanation as to why you feel it is relevant based on your research.

S2. Campaign Presentation

Following on from your proposal you will create and deliver a 6 minute presentation communicating your campaign idea utilising digital visual communication methods i.e mood boards etc.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Marketing Strategy Document - individual assignment (3,500 words)

• % Weighting: 50%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Campaign Presentation

• % Weighting: 50%