FASHION BRAND PROMOTION

SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N225575
Module Leader Cara Connell
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • B (January start)

Pre-Requisite Knowledge

Fashion Brand Development or equivalent.

Summary of Content

The aim of this module is to examine the importance of creativity in fashion brand promotion. The module considers the promotional mix, and focuses specifically on those tools utilised within a fashion context. Each tool will be outlined from the conceptual process, to the design, operational delivery and evaluation and the importance of an integrated message across all tools within the promotional mix stressed. A strong focus on the omni-channel nature of current fashion brand communications is provided with new and traditional media considered in-depth. The distinguishing feature of the module is the practical, computer-aided design skills applicable to image making and contemporary communications. PRME related issues: The fashion business is recognised as a global industry and as such is affected by environmental issues, unethical practices and sustainability. Hence this module, takes account of these issues throughout the teaching, considering in particular ethical marketing communication practice in an international context.

Syllabus

The Promotional Mix, Integrated Marketing Communications (IMC), Promotional Environment Fashion Advertising Fashion Sales Promotion & Personal Selling Fashion VM, packaging and POS Fashion Sponsorship & Celebrity Endorsement Direct Marketing and CRM Fashion E-promotion Fashion Journalism & PR Fashion Event Management Fashion Image Creation, Styling and Manipulation

Learning Outcomes

On successful completion of this module, the student should be able to:1. Introduce the concept of integrated fashion brand communications, identify and evaluate the promotion mix within the context of fashion branding and demonstrate an understanding of the nature and impact of e-promotion.2. Outline the variety of promotion tools employed by fashion brands and critically discuss their value, potentional application and the process involved in the creation.3. Critically explore the range of measurement methods used to evaluate the effectiveness and efficiency of promotional tool used by fashion brands and develop a portfolio of creative tools appropriate to fashion promotional activities.4. Understand and have a working knowledge of Photoshop software.

Teaching / Learning Strategy

The teaching and learning strategy will consist of lectures, seminars, practicals and independent student learning. Theories and concepts will be delivered in lectures, handouts and by directed reading. This module will be supported by VLE in the form of Blackboard, which will enhance the students' learning experience. Blackboard will provide a vehicle to display lecture overheads, provide contact information to both staff and other class members. Seminar topics, associated reading and bulletin boards will also be available. Practical classes will also make use of relevant creative design software packages e.g. Adobe Photoshop. Guest lectures from fashion practitioners will be used where applicable to demonstrate the connection between theory and practice and provide contemporary industry insight. The module also aims to deepen and broaden learning with formative feedback and reflective learning all being embedded in the learning, teaching and feedback structure. In particular students are required to utilise both formative and summative feedback received during the course of the module to assist in the completion of the final assessments. Feedback: students will receive both formative and summative feedback. Feedback will be in both written and verbal formats and will be received by students within the 3 week timeframe specified in GCU feedback guidelines.

Indicative Reading

Recommended Reading Fill, C. and Turnbull, S. (2016) Marketing Communications: Discovery, creation and conversations , 7th Ed., Pearson Education Additional reading: Arens, W.A. and Weigold, M.F. (2017) Contemporary Advertising and Integrated Marketing Communications , 4th ed, McGraw-Hill Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspective , 2 nd Edition, John Wiley and Sons. Belch, G. E. and Belch, M. A. (2018) Advertising and Promotion: An Integrated Marketing Communications Perspective , 11th Ed, McGraw-Hill. Bendoni, W.K. (2017) Social Media for Fashion Marketing: Storytelling in a Digital World , Bloomsbury, London Burke, S (2006) Fashion Computing Design Techniques , Burke Copley, P (2014) Marketing communications management: analysis, planning, implementation , 2nd Ed, Sage De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2017) Marketing Communications: A European Perspective , 6th Ed, Pearson Diamond, J and Diamond E. (1999) Fashion advertising and promotion , Fairchild Easey, M. (2008) Fashion Marketing , 3rd Ed, Blackwell Science Egan, J. (2015) Marketing Communications , 2nd Ed, Sage Publications Fill, C. (2013) Marketing Communications: Brands, experiences and participation , 6th Ed., Pearson Education Harrison, R (2015) Social media: effective strategies for dominating social media marketing . 2nd Ed, Createspace Hines, T. and Bruce, M. (2007) Fashion Marketing - Contemporary Issues , Edited Book, 2nd Eds, Butterworth Heinemann Jackson, T and Shaw, T (2007) The Fashion Handbook , Routledge Jefkins, F. (2000) Advertising , 4th Ed. Ed by D. Yadin, Prentice Hall Keaney, M (2007) Fashion and Advertising , Rotovision Lea-Greenwood, G (2012) Fashion Marketing Communications , Wiley & Sons Morgan, T (2009) Visual Merchandising , Laurence King. Mower, S (2007) Stylist- The Interpreters of Fashion , Rizzoli O'Guinn, T (2012) Advertising and Promotions: an integrated brand approach , 6th ed, South-Western Percy, L (2014) Strategic Integrated Marketing Communications , 2nd Ed, Routledge Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications , 2nd Ed, Prentice Hall. Posner, H (2015) Marketing Fashion , 2nd ed, Laurence King Publishing Saren, M. (2006) Marketing Graffiti: the view from the high street , Butterworth-Heinemann Shimp, T.A. & Andrews, J (2015) Advertising, Promotion and other aspects of integrated Marketing Communications , 9th Ed, Prentice-Hall. Shimp, T.A. (2010) Integrated marketing communications in advertising and promotion , 8th ed, Thomson South-Western Shinkle, E (2008) Fashion as Photograph, Viewing and Reviewing Images of Fashion , I B Taurus & Co. Smith, P., Zook, Z (2016) Marketing communications: Offline and online integration, engagement and analytics . 6th Ed. Kogan Page Yeshin, T. (2011) Advertising , South-Western/Cengage Learning Journals: Applied Communication Research Clothing and Textiles Research Journal European Journal of Marketing International Journal of Advertising International Journal of Research in Marketing International Journal of Retail and Distribution Management Journal of Advertising Journal of Advertising Research Journal of Consumer Behaviour Journal of Consumer Research Journal of Customer Behaviour Journal of Fashion Marketing Management Journal of Marketing Journal of Marketing Management Journal of Marketing Research Journal of Product and Brand Management Journal of Promotion Management Other sources: 'Quality Press' including: The Guardian, The Telegraph, The Herald and Financial Times. Trade publications including: Campaign, Design Week, Drapers, PR Week, Marketing Week Trade analytical and trend reporting services: WGSN, EDITED, Drapers, Business of Fashion

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Knowledge and understanding in the context of the subject: Demonstrate broad and more specialist understanding of subject. Time management: Manage own time in order to meet deadlines Independent working: Work effectively in an independent form. Information retrieval skills: Demonstrate ability to source information using traditional and electronic methods. IT skills: Work effectively using information and communication technology such as web and Internet, databases, spreadsheets, email, word processing and Photoshop software. Communication skills, written oral and listening: Demonstrate ability to communicate accurately and appropriately to the audience. Numeracy skills: Use financial and other forms of numerical data to report information and solve problems

Module Structure

Activity Total Hours
Assessment (FT) 50.00
Practicals (FT) 12.00
Seminars (FT) 12.00
Independent Learning (FT) 114.00
Lectures (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 40.00 35% Individual evaluative online journal (week 12)
Course Work 01 n/a 60.00 35% Group Presentation (week 14)