INTERNATIONAL FASHION MARKETING AND LUXURY BRANDING - 2023/4

Module Overview

This module aims to provide a theoretical and practical understanding of the role of marketing within the luxury and fashion industries. Via two authentic assessments you will put theory into practice and demonstrate not only a solid understanding of relevant foundational theories but also the wider industry context where these ideas can be applied.  You will reflect on how you can improve your group working capability and be able to critically assess the major ethical issues faced by these two industries.

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:

• Luxury consumption, culture, and ethics for global consumers


• Defining luxury and the anti-laws of marketing


• Building brand equity and stretching for luxury


• Luxury as an experience more than a service or product


• Introduction to the global fashion industry and the fashion consumer


• Ethically creating and managing fashion brands for global customers


• Optimising the fashion store experience design (on & offline)


• Omnichannel fashion communications


• Fashion internationalization & customisation

Assessment pattern

Alternative Assessment

Individual (video) presentation

Assessment Strategy

The assessment strategy is designed to provide you with the opportunity to demonstrate your ability to understand how some marketing concepts and theories differ in the context of luxury and fashion. The assignments will challenge you to work closely with others and test the depth of your research and understanding in a real work-related context.

Working in small groups will help enhance your communication, collaboration, creativity, and project management (team working) abilities.  These are particularly useful skills to develop for future successful job interviewing and to build the foundations for a successful career.  It will also examine your capacity to communicate ideas to an audience and increase your public speaking skills and confidence. You will also have the opportunity to reflect on your group work. This is an essential part of any process, and the development of such skills are also supported by the module assessment strategy.

The second individual assignment will invite you to identify and present recommendations using a management style report.  Here you will be expected to demonstrate a strong theoretical foundation by framing a problem or problems and recommending your own solution(s). You will be expected to concisely summarise your detailed analysis into impactful forms of words and graphical annotations, as is typical in many workplaces.

Thus, the summative assessment for this module consists of:

• Group project


• Individual Report
  
  Formative assessment and feedback

• You will receive the assignment briefings in the first week and you are expected to familiarise yourselves with it in a timely fashion.


• 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 individual management consultancy report and are making progress.


• A detailed marking scheme (marking rubric) 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, providing clear guidance to you on where to focus your efforts.


• Overall or summative feedback, explaining what you did well and less well in the assignments, will be shared once the marking process is completed using the marking rubric and short written comments.

• 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 and luxury industries;
• develop a powerful understanding of core marketing theories, concepts, and ethics, and how they might be applied in practice
• Drive personal development achieved by working closely in a small team

Learning outcomes

Methods of Teaching / Learning

During the module you will engage deeply with journal readings, case studies, and video clips prior to attending the timetabled sessions via independent, self-guided learning.  You may choose to create social learning circles to synchronously engage with the materials or to reflect on them together in a small group setting.

You will learn to apply your pre-class theoretical knowledge by attending workshops.  Here the lecturer facilitates a variety of activities that allow you to put your new knowledge into action. 

Subsequently you will be afforded a number of consolidation exercises and beyond class stretch readings that will help you deepen and widen your knowledge and understanding. 

 

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

Other information

Employability

This module helps students to understand the application of theoretical concepts, particularly, in international fashion marketing and luxury branding. Through authentic assessments it provides them with a better understanding of the real business world issues and how to develop strategies accordingly.

Global and Cultural Capabilities

The module is specifically developed to create individuals with a global understanding and the ability to work in multicultural teams. Students are taught about the differences among cultures and the implications of these on fashion/luxury strategy and operations. Students of the module come from across the world. They interact both in (e.g. group work, seminars) and out of the classroom (group work preparation), with the aim of fostering informed and positive intercultural experiences and practice.

Sustainability

Especially at an international level sustainability is a key consideration for luxury and fashion industries. Aspects like ethical and sustainable management are vital when it comes to international fashion operations (movement and resourcing of goods and materials, setting up new operations abroad, marketing brands internationally). Overall, sustainability is factored into the content of the module with content reflecting the necessity for ethical and sustainable ways of managing internationally.

Digital Capabilities

Social and digital media are ubiquitous in the fashion and luxury world. Several weeks of the module are devoted in the teaching of such aspects like blogs, influencers, social media management within a luxury and fashion context. In addition, students will be working with several platforms both during their group but also individual work. Platforms like Surreylearn- the university virtual environment-, MS Teams or ZOOM, but also Microsoft Powerpoint will be used by the students to complete the tasks.   

Resourcefulness and Resilience

The module provides students with opportunities to become resourceful and resilient which is of significant in the fashion industry and luxury. For example, they work in teams to develop skills such as flexibility, commitment, and empathy towards team members while at the same time work towards achieving the learning outcomes of the task.

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 2023/4 academic year.