Module detail

SHE level	11
SCQF credit points	15
ECTS credit points	7.5
Module code	MMN530239
Module Leader	Cara Connell
School	Glasgow School for Business and Society
Subject	Fashion Marketing
Trimester	A (September start)

Summary of content

In recognition of the representational significance of fashion, this module examines the contribution of omni-channel brand communications to strategic competitive advantage. ‘Omni-channel’ refers to the seamless approach to marketing communications across all contact channels and is reflective of the terminology being used to describe job roles in this area. This module focuses on the significance of a relevant, consistent and integrated image and communication strategy for international fashion brands. In order to do this fashion brand communication principles and frameworks are evaluated within the context of contemporary practitioner activity and current academic enquiry. Next, the impact that technology and the international nature of many fashion brands upon the nature and delivery of fashion communications are examined. The final strand of the module explores the omni-channel communication methods utilised within the fashion sector, which is considered against the current and constant backdrop of technological innovation (i.e. advertising, photography/image creation, events, PR, direct marketing, online communications etc.) and critically reviews how these activities are evaluated in performance terms.

Assessment strategy:
Assessments have been designed in line with GCU’s Strategy for Learning (SfL) 2030, specifically to ‘enhance employability, knowledge and skills’.Working in groups, students will devise, design and present a suitable omni-channel communication strategy and creative content for a relevant fashion brand. In addition, students will keep a critical journal/blog on an individual basis via GCU Learn within which they will critically evaluate the real life application of the theory being considered throughout the module.

PRME related issues:
The international nature of fashion brands means that they are affected by global political, economic, environmental, social and legal issues and this module will take account for these throughout the teaching. S

Module details

The module will be delivered in 36 hours of contact time consisting of lectures, seminars and practical sessions in computer labs.
Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. Practical sessions in computer labs will develop students’ skills using image manipulation and design software such as Adobe Creative Suite. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities.
Assessments are designed in line with GCU’s Strategy for Learning (SfL, 2030), specifically to enhance employability, knowledge and skills. The two coursework-based assessments promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum.
In line with SfL, collaborative and active learning is a key feature of the module with students set an industry-standard brief in the group assessment. This provides students with the opportunity to enhance employability and build their knowledge and skills through the emulation of industry practice. Students’ digital skills will be developed/enhanced through practical CAD sessions providing students with the opportunity to produce creative outputs in support of their academically and data-derived strategies.
The module incorporates the use of VLE's (GCU Learn) whereby student resources will be served on a dedicated module website. GCU Learn will also support the individual assessment for the module as students will complete their critical journal/blogs online.
Summative feedback will be provi

Module structure

Activity	Total hours
Lectures	11
Tutorials	0
Practicals	11
Seminars	11
Independent Learning	67
Assessment	50
Placement	0

Assessment methods

Component	Duration	Weighting	Threshold	Description
Course Work001		40	45	CW1 - Individual critical journal/blog
Course Work002		60	45	CW2 - Group presentation of strategic communication campaign (peer assessment included)

Academic essentials

Omni-channel Fashion Communications

Summary of content

Module details

Module structure

Assessment methods