DIGITAL FASHION BRANDING

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N522500
Module Leader Zuzanna Cejmer
School Glasgow School for Business and Society
Subject Fashion and Marketing
Trimester
  • A (September start)

Pre-Requisite Knowledge

Creative Fashion Brand Development and Promotion or equivilant

Summary of Content

Online retail sales accounts for 10% of total retail spend yet within the fashion clothing and footwear sector, online sales accounts for 17% of total retail spend (Mintel, 2014). Technology has equipped fashion brands with new opportunities for sales growth and the developing intimate customer relationships. Consumer's continued consumption of emerging technologies such as smart phones and tablets is impacting on consumer behaviour and how they interact with fashion brands across different digital channels. This module explores the role of technology in the development, communication and sustainability of fashion brands. In focusing on the emergence and growth of digital marketing communications, students will examine how fashion brands have embraced the transformational shift in the entrepreneurship, commerce and professional practices of the fashion industry. Through the synergy of theory, technology and professional practice students will apply this learning and knowledge to critically analyse fashion brand ing concepts and paradigms within the digital environment. The students will also examine the relationship between fashion branding theory and e-branding practice; and the impact of emerging technologies in terms of communications, business models and market structures. Ethical, environmental and sustainability practices will also be examined to determine similarities and differences to the physical fashion environment. Summary of how PRME-related issues / topics are covered in this module : 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, in particular an examination of similarities and differences between the virtual and physical 'worlds' of fashion branding and aims to inform and develop the students understanding and critical awareness of these issues.

Syllabus

Digital Marketing - definitions and development Current and emerging issues relating to the fashion industry Development of e-business models Consumer consumption of technology E-Branding theories and practice Digital media and marketing communications Use of social media to augment brand - consumer relationships Digital technologies & resources - Lectra CAD (computer aided design), Photoshop, EDITED Creativity in developing digital marketing communication campaigns Integration digital marketing tools Future Considerations - Ethical Issues Technology embracing Sustainability

Learning Outcomes

On successful completion of this module, the student should be able to:1. Critically review the impact of the evolving digital environment on the fashion industry and demonstrate an understanding of key theoretical concepts within digital marketing and the emerging business models reflecting current practice.2. Review the strategic use of new and emerging technologies by fashion brands and the development of e-branding within this sector.3. Analyse the range of the digital marketing communications available to fashion brands to augment the brand consumer relationship by considering creative and digital learning e.g. Lectra CAD/Photoshop and future technologies.4. Demonstrate an ability to apply digital marketing concepts to strategic decision in developing a digital marketing communication campaign. 5. Examine how fashion brands have embraced the transformational shift in the entrepreneurship, commerce and professional practices within the fashion industry.6. Learn independently through experience and reflective practice in the online module within a VLE.

Teaching / Learning Strategy

In facilitating full and blended-modes of delivery this module will be delivered using a weblog (blog) as the principal support for learning. This portal will support lecture content and allow students to access contextualised video-podcasts, core PDF readings and interactive discussions. Additionally this resource will site a technological HUB whereby students will be able to access a series of podcasted technological tutorials along with recorded guest speakers. Recorded interviews and audio-visual materials will be utilised to enhance the student learning experience. In addition to lectures , seminars and practicals and independent student learning will also be experienced. Theories and concepts will be delivered in lectures, handouts and by directed reading. The application of materials will be delivered through workshops in the form of group work. This module will be supported by VLE in the form of GCULearn, which will enhance the students' learning experience. GCULearn will provide a vehicle to provide contact information to both staff and other class members. Seminar topics, associated reading and bulletin boards will also be available. Guest lectures from fashion practitioners will be used to demonstrate the connection between theory and practice and provide contemporary industry insight. Feedback: The module also aims to deepen and broaden learning with formative feedback reflective learning all being embedded in the learning and teaching 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 assessment. 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

-567 Books and articles: Core Texts: Chaffey, D., & Ellis-Chadwick, F. (2012) Digital Marketing, Strategy, Implementation and Practice, 5 th Edition Pearson The following website accompanies the above core text, which provides additional useful information: www.smartinsights.com <http://www.smartinsights.com> . Lea-Greenwood, G. (2013) Fashion Marketing Communications. Chichester: Wiley-Blackwell -567 -567 Recommended Reading: Adamson, A.P., (2009) Brand Digital: Simple Ways Top Brands Succeed in the Digital Workd, Palgrave McMillan Aaker, D (2010) Building Strong Brands, Simon & Shulster. Belz, F.M., and Peattie, K., 2009, Sustainability Marketing: a global perspective: Wiley Brown, D. & Fiorella, S. (2013) Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing Brown, E. (2010) Working the Crowd: Social Media Marketing for Business, 2 nd Edition BCS/British Informatics Society -567 Burke, S (2006) Fashion Computing Design Techniques, Burke Chaffey,D. and Smith, P.R. (2013) eMarketing eXellence: Planning and Optimizing your -567 Chaffey, D. Chaffey et al. (2009) Internet Marketing 4 th Edition, Prentice Hall. There are a number of 4 th editions available in hard copy in the University library and there is also an e-book version. To access the e-book, locate the book within the library catalogue, use your Athens username and password and you are in. The e-book can be accessed by a number of students at the same time. -567 De Chernatony, L. (2006) From Brand Vision to Brand Evaluation, Butterworth Heinemann, Oxford De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The strategic process, 3 rd Edition, Butterworth-Heinemann -567 Dillon, S (2011)The fundamentals of Fashion Management, AVA Publishing Fisher-Buttinger, C, Vallester, C (2008) Connective Branding, John Wiley & Sons Fletcher, K. and Grose, L. (2013) Fashion & Sustainability: Design for Change, Harris, L. & Denis, (2008) Marketing the e-Business, Routledge Kapferer, J-N (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity), 5 th Edition, Kogan Page -567 Keaney, M (2007) Fashion and Advertising, Rotovision Kendall, G.T. (2009) Fashion Brand Merchandising, Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity (recommended), Pearson Education, Essex. Lawrence King J. & Frost, R., E-Marketing, Strauss, (2008), 5th Edition, Pearson International Edition McEachern, M.G. and Carrigan, M. (2013) Contemporary Issues in Green and Ethical Marketing (Key Issues in Marketing Management, Routledge Minney, S. (2011) Naked Fashion: The New Sustainable Fashion Revolution, New Internationalist publications Mohammed, R; Fisher, R; Jaworski, B & Cahil, A (2009) Internet Marketing, -567 International Edition, McGraw Hill Rowles, D. (2013) Mobile Marketing Kogan Page Ryan (2014) Understanding Digital Marketing: Marketing strategies for engaging the digital generation, Kogan Page Safko and Brake (2012) The Social Media Bible: tactics, tools and strategies, John Wiley and Sons (ebook) Seymour, S (2008) Fashionable Technology, Springer Verlag. Shijian, L (2012) Communicating Fashion Brands, Sendpoints -567 Shimp, T.A. (2006) Advertising, Promotion and other aspects of integrated Marketing Communications, 6th Ed, Prentice-Hall. Shaffer, N. (2013) Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success, Wiley Strauss, J, Ansary, A, Frost, R (2009) E-Marketing 5th Edition, New Jersey US Wang, S. (2013) Fashion Exposed: Graphics, Promotion and Advertising, Promopress Wheeler, A (2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team, Wiley Weber (2009) Marketing to the Social Web: how digital customer communities build your business, Second Edition, John Wiley & Sons (ebook) Zarella, D. (2010) The Social Media Marketing Handbook O'Reilly (available online) -567 Web sites www.smartinsights.com www.ecommerceandmarketing.com www.socialmediaexaminer.com <http://www.socialmediaexaminer.com> www.wearesocial.net www.asusc.org/jcmc/ www.ecommercetimes.com www.isoc.org www.imjuk.com www.clickz.com www.emarketer.com www.ecommerce.vanderbilt.edu www.nua.com <http://www.nua.com> www.statistics.gov.uk www.marketing-online.co.uk www.mckinseyquarterly.com www.connectedinmarketing.com Mobile Apps for Digital Marketers e.g. Hootesuite Feedly WordPress Journals ACM Transactions on Internet Technology Brand Strategy European Journal of Marketing Internet Research International Journal of Marketing International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Journal of the Academy of Marketing Science Journal of Consumer Marketing Journal of Direct, Data and Digital Marketing practice Journal of Digital & Social Media Marketing Journal of Fashion Marketing and Management Journal of Interactive Marketing Journal of Internet Marketing Journal of Marketing Journal of Marketing Intelligence and Planning Journal of Marketing Theory and Practice -567 Journal of Product & Brand Management Journal of Strategic E-Commerce

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 and word processing. 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
Lectures (FT) 24.00
Seminars (FT) 12.00
Independent Learning (FT) 118.00
Practicals (FT) 12.00
Assessment (FT) 34.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 50.00 35% Group PresentationWeek 10
Course Work 02 n/a 50.00 35% Group Report 5000 words Week 14