INTERNATIONAL FASHION MARKETING - 2020/1

Module Overview

This module aims to provide a theoretical and practical understanding of the diverse role of marketing within the fashion industry. More specifically, this module aims to equip students with a framework for understanding: i)  the various marketing functions involved in operating a fashion business; ii) the importance of the effective synchronisation of these functions in creating a successful fashion brand; and iii) the impact of macro- and micro-environments on the standardisation or localisation of these marketing functions.

Module provider

Surrey Business School

Module Leader

HEMSLEY-BROWN Jane (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None.

Module content

Indicative content includes:

• Creating and managing fashion brands


• The fashion consumer


• Fashion store design & atmosphere


• Fashion communications


• Multichannel and digital fashion


• Fashion internationalisation


• Luxury fashion


• Fashion customisation

Assessment pattern

Alternative Assessment

Group Project Alternative Assessment is: Individual report only, 1500 words. (This is only applicable if a student fails the group project or cannot complete the group project under an extenuating circumstance approved by the Registry.)

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their ability to understand core marketing concepts and theories and critically apply it to investigate a fashion marketing phenomenon. Group work enhances their team work ability, a useful skill in many business contexts, including the fashion industry. It also examines their capacity to communicate ideas to an audience and increases their public speaking skills. Students will also have the opportunity to reflect on their group work. This is an essential part of any process and the development of such skills are also supported by this assessment strategy.

Thus, the summative assessment for this module consists of:

Group project (2000 word written report plus presentation)

Exam– An individual assessment. Students are asked to answer 2 essay questions out of 4,

The assessments are designed to demonstrate;

• the ability to understand complex fashion marketing problems and make suitable interpretations/ recommendations


• the ability to investigate fashion marketing topics and present findings in a logical and coherent manner.


• a wide range of  knowledge and application of marketing theories and concepts

• Students will receive the assignment in the first week and are expected to familiarise themselves with it.


• Prior to the assignment, lecture/seminar time will be spent discussing the assignment and the feedback process. To ensure students have understood the group project and are making progress.


• Both the group report and the presentation will contain a detailed marking scheme which provides guidance on how marks will be awarded for each element of assessment.


• Ongoing feedback will be provided on Surreylearn and in seminars. Students are encouraged to direct all questions concerning the assignment/exam in the relevant discussion forum.


• Generic feedback will also be provided in class or online for all work undertaken during the seminars. Seminar attendance is compulsory and will be monitored.

Module aims

• enable students to appreciate the complex and diverse role of marketing within the fashion industry;
• enable students to learn various core concepts or theories of marketing, and their useful applications in operating a fashion business; and
• develop students' research, teamwork, and communication skills.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to enable students to gain an understanding of various core marketing concepts and theories, and their applications within the fashion industry, from equally the consumer’s and the retailer’s perspectives.

The teaching and learning methods are based on the delivery of lectures and seminars, in a 2-hour workshop format and 1 hour seminar format. This workshop format facilitates class discussion and students’ engagement with the lecture topic as well as the group report and presentation.

Lectures are designed to illustrate and explain theoretical concepts or models; seminars aim to illuminate the applications of theoretical concepts or models in operating a fashion business with reference to a range of historical and contemporary cases.

The learning and teaching methods include:

• Lectures (2 hour lecture per week x 11 weeks)


• Seminars (1 hour seminar per week x 11 weeks)

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN2097

Programmes this module appears in

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.