SUMMER SCHOOL - MARKETING FOR THE FASHION INDUSTRY (5)

SHE Level 3
SCQF Credit Points 5.00
ECTS Credit Points 2.50
Module Code M3N225333
Module Leader Margie Shields
School Glasgow School for Business and Society
Subject Fashion Marketing
Trimester
  • C (May start)

Pre-Requisite Knowledge

Sufficient prior knowledge of key areas to allow meaningful outcome.

Summary of Content

The overall aim of the module is to provide an introduction to the nature and characteristics of contemporary fashion marketing and retailing in today's society. This module explores the dynamic nature of the sector, drawing upon the theories of marketing, fashion buying, branding, merchandising, fashion production systems, ethics and consumer trends. An awareness of the design and creative elements of fashion is also developed.

Syllabus

Definitions and Levels of Fashion Fashion Production Systems The Fashion Marketing Mix The Role of Branding within Fashion Fashion Buying, fashion inspiration and trends Global sourcing and supplier selection Fashion sourcing and ethics

Teaching / Learning Strategy

A blended learning approach will be used, which combines lectures, seminars, practical workshops and fieldtrips. Practical sessions and seminars will be linked to the theory considered in the lectures and incorporate problem based learning strategies and on line learning materials. Fieldtrips to fashion retailers and exhibitions will illustrate the theory in action.

Indicative Reading

-567 Books and articles: Aaker, D and Joachimsthaler, E. (2009), 'Brand Leadership', Free Press; London Agins, T (2001) 'The end of Fashion' Harper Collins; London Bendoni, WK (2017) Social Media for Fashion Marketing: Storytelling in a Digital World Cox, R., Britain, P. (2004) ' Retailing: An Introduction', Prentice Hall, London Additional Reading Hines T. and Bruce M (2007) Fashion Marketing - Contemporary Issues, Butterworth (E-BOOK) Bohdanowicz, J & Clamp, L (1994) 'Fashion Marketing' Routledge; London Brassington, F (2007) ' Principles of Marketing' FT Prentice Hall; London Bruce, M (2003) 'International Retail Marketing' Elsevier Butterworth-Heinemann; London Christopher, M & Peck, H (2003) 'Marketing Logistics' Butterworth-Heinemann; Oxford (E-BOOK) Curtis, E (2004) 'Fashion Retail' Wiley Academic; London Diamond, E (2006) 'Fashion Retailing' Prentice Hall; London Dunne, P., Carver, J. and Lusch R. F. (2013) Retailing (International edition) 8th edition Easey, M. (2009) 'Fashion Marketing' 2nd edition, Blackwell Publishing; England (E-BOOK Hameide, K. K. (2011) Fashion Branding Unravelled, Fairchild Fringis, G (2009) 'Fashion from concept to consumer' Prentice Hall; London Harris, C. (2016) The Fundamentals of Digital Fashion Marketing , Jackson. T and Shaw, D (2009) 'Mastering Fashion Marketing' Palgrave; England Jackson, T and Shaw, D (2007) 'The Fashion Handbook' Palgrave; England Jones, R. (2006) 'The Apparel Industry', Blackwell Publishing; London Jobber, D (2009) 'Foundations of Marketing' McGraw Hill; London Kitchen, P and Pelsmacker, P (2004) 'Integrated Marketing Communications' Routledge; London (E-BOOK) Kotler, P (2010) 'Principles of Marketing' Pearson Prentice Hall; London McGoldrick, P. (2002) 'Retail Marketing' 2nd edition, McGraw Hill; London Solomon, M (2009) 'Consumer Behaviour in Fashion' Prentice Hall; London Varley, R (2006) 'Retail Product Management' Routledge; London Tungate, M (2008) 'Fashion Brands: Branding style from Armani to Zara', Kogan Page; London (E-BOOK) Waddell, G (2004) 'How Fashion Works' Blackwell; London -567 Websites EDITED - Apparel Retail Review - <https://edited.com/blog> MINTEL - Global Market Research & Market Insight - www.mintel.com/ <http://www.mintel.com/> Similarweb market Intelligence - www.similarweb.com <http://www.similarweb.com> WGSN Trend Forecasting and Analytics - <http://www.wgsn.com/en/>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas : Knowledge and understanding of contemporary fashion marketing. Critical thinking, creativity and problem solving. Time management Oral and visual Presentation and communication skills Research skills Independent and Group working skills

Module Structure

Activity Total Hours
Seminars (FT) 5.00
Practicals (FT) 5.00
Assessment (FT) 8.00
Lectures (FT) 10.00
Independent Learning (FT) 22.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 40% Group Presentation - 20 minutes