A critical understanding of consumer behaviour is fundamental to business. This module examines the various models of consumer behaviour in order to contribute to effective fashion marketing strategy. The module evaluates the social, economic and psychological roots of the discipline and relates these to 21st century consumers while addressing the issues of sustainability and consumption from a global perspective.
The aim of the module is to equip students with an in depth and critical understanding of the characteristics of fashion consumers; their consumer decision making processes and choice behaviour. It will develop the student’s appreciation of how knowledge of consumer behaviour impacts fashion marketing decision making. The module discusses the challenges of the social and economic problems of the fashion industry, its contribution to the climate emergency and explores how consumers navigate newly evolving values and fashion consumption practices. The teaching provides a multi-disciplinary approach providing balance and synthesis of relevant theories, empirical research and examples of marketing practice.
The intention of the teaching and learning strategy is to develop the capabilities of students to reflect on their own consumption and behaviour and to enable an advanced understanding of consumer behaviour and fashion theory. As future responsible leaders, students have the potential to contribute to a more sustainable fashion industry and work towards a fair, more inclusive and sustainable global economy (PRME and SDGs are embedded in syllabus). PRME Students are provided with the opportunity to address issues of responsible leadership with regards the social issues in the fashion industry by using industry focussed case studies and learning activities. SDGs SDG Goal 4: Quality Education: the learning and teaching strategy addresses sustainable development and sustainable lifestyles, gender equality in the fashion industry, cultural diversity and global
