INTERNATIONAL FASHION MARKETING AND LUXURY BRANDING - 2021/2

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:

1. the various marketing functions involved in operating a fashion business;


2. the importance of the effective synchronisation of these functions in creating a successful fashion brands;


3. the importance of the effective synchronisation of these functions in creating a successful luxury brands;


4. the impact of macro- and micro-environments on the standardisation or localisation of these marketing functions.

Module provider

Surrey Business School

Module Leader

O'BRIEN Justin (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 2

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes:

• Creating and managing fashion brands


• Luxury fashion


• Luxury branding


• The fashion consumer


• Fashion store design & atmosphere


• Fashion communications


• Multichannel and digital fashion


• Fashion internationalisation


• Fashion customisation

Assessment pattern

Alternative Assessment

Individual report: 1500 words (NOTE: this is for students who did not pass the group assignment and received an aggregate mark of less than 50%)

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 (2500-word report)


• 2-hour closed book exam

• 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 submission deadline, lecture/seminar time will be spent discussing the assignment and the feedback process ensuring students have understood the group project and are making progress.


• A detailed marking scheme will be supplied to students to explain the assessment criteria used and the weighting of each criterion; Criteria have been developed in line with the learning outcomes and reflect those.


• Overall or summative feedback, explaining what students did well and less well in their individual assignments, will be presented in the lecture once the marking process is completed.


• The generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort’s performance.

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;
• 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 lecture format and 1 hour seminar format.

 

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 x 5 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: MANM390

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 2021/2 academic year.