DIGITAL FASHION BRANDING

SHE Level 3
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M3N525164
Module Leader Irene Garcia Medina
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 equivalent.

Summary of Content

This module explores the role of technology in the development, communication and sustainability of fashion brands. In focusing on the emergence and growth of virtual realities and e-communications students will examine how fashion brands have embraced the transformational shift in the entrepreneurship, commerce and professional practices of the fashion industry. Building on previous creative and digital teaching the module will further this learning and engage with a number of theoretical concepts and current/developing technologies that will challenge and enhance both creative competencies and professional skills sets. Through the synergy of theory, technology and professional practice students will apply this learning to apply this knowledge to critically analyse fashion brand ing concepts and paradigms within an electronic market space. The students will also examine the relationship between fashion branding theory and e-branding practice; and the impact of the developing Information technology in terms of communications, emerging transactional 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

E-Branding - definitions and development Role of branding in E-Branding Current and emerging issues relating to the fashion industry Consumer concerns; development of e-business models CAD (computer aided design) E-Branding theories and practice Development of E-Strategy and Planning Appraise the Internet as a communication/transactional tool - Promotion - online promotion, integration; ECR - Price Issues - Product/Service - product development/brand support/role of service - Distribution - emerging market structures Future Considerations - Ethical Issues E-Branding: the heart of technology Innovation, Design and Technology Technology embracing Sustainability

Learning Outcomes

On successful completion of this module the student should be able to1. Examine how fashion brands have embraced the transformational shift in the entrepreneurship, commerce and professional practices within the fashion industry.2. Extend creative and digital learning e.g. Lectra CAD/Photoshop and demonstrate application with a number of theoretical concepts and current and future technologies.3. Critically analyse fashion branding concepts and paradigms within the electronic market space.4. Examine the relationship between fashion branding theory and e-branding practice; and the impact of the developing Information technology in terms of communications, emerging transactional models and market structures. 5. Critically evaluate the ethical environmental and sustainability practices in terms of similarities and differences to the physical fashion environment. 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 Blackboard, which will enhance the students' learning experience. Blackboard 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, peer assessment 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 reflective assessment. Students will receive both formative and summative feedback which will be utilised within the final reflective assessment to increase engagement and understanding of feedback received. 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 Text: Chaffey, D; Mayer, R; Johnston, K; Ellis - Chadwick, F (2009) Internet Marketing, 4 th Edition, Prentice Hall Lea-Greenwood, G. (2013) Fashion Marketing Communications. Chichester: Wiley-Blackwell -567 Recommended Reading: Adamson, A.P., (2009) BrandDigital: 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 Bickerton, P, M; Pardesi, U (2000) Cybermarketing Second Edition,Heineman Brown, D. & Fiorella, S. (2013) Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing Bryce, M (2008) Viral Marketing: Potential & Pitfalls, VDM. Burke, S (2006) Fashion Computing Design Techniques, Burke Chaffey, D (2009) E-Business and E-Commerce Management: Strategy, Implementation and Practice, Prentice Hall Chaffey, D. & Smith, PR., (2008), eMarketing eXcellence, 3rd Edition, Butterworth Heineman, UK Chaffey, D., Ellis-Chadwick, F., Mayer, R. & Johnston, K., Internet Marketing, (2009) 4 th Edition, Prentice Hall, UK Chaston, I (2000) E-Marketing Strategy, McGraw Hill Dann, S. J & Dann, S (2004) Strategic Internet Marketing 2nd Edition, Walstad Press 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, Lawrence King -567 J. & Frost, R., E-Marketing, Strauss, (2008), 5th Edition, Pearson International Edition 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. Komenar, M (1997) Electronic Marketing, Wiley Computer Publishing 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 O'Connor, J & Galven, E (2001) Marketing in the Digital Age 2nd Edition, Pearson O'Connor, J & Galven, E, Evans, M (2003) Electronic Marketing: Theory & Practice, Pearson Education Education in Limited England Phillips, P (2003) E-Business Strategy: Text and Cases, McGraw-Hill Pickton, D. and Broderick, A. (2004) Integrated Marketing Communications, 2nd Eds., Prentice Hall. Rana, N. & Aasma, N. (2009) E-Marketing Intelligence - Transforming Brand and Increasing Sales - Tips and Tricks with Best Practices, Self Help Publishers -567 Seymour, S (2008) Fashionable Technology, Springer Verlag. Shaffer, N. (2013) Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success, Wiley 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. Smith, P R & Chaffey D (2002) e Marketing Excellence, Butterworth & Heineman -567 Sterne, J (1999) World Wide Web Marketing 2nd Edition, John Wiley & Sons 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 -567 Web sites www.davechaffey.com www.ecommerceandmarketing.com www.ebusinessforum.com www.asusc.org/jcmc/ www.ecommercetimes.com www.isoc.org www.imjuk.com www.internetmarketingjournal.info www.emarketer.com www.ecommerce.vanderbilt.edu www.nua.com www.cyberatias.com www.marketing-online.co.uk www.mckinseyquarterly.com www.connectedinmarketing.com www.gov.ac.uk/forsight www.ukonlineforbusiness ++ Journal of Marketing Journal of Consumer Marketing Journal of Marketing Intelligence and Planning European Journal of Marketing Internal Journal of Marketing Journal of Marketing Theory and Practice International Journal of Retail & Distribution Management International Review of Retail, Distribution and Consumer Research Brand Strategy -567 European Journal of Marketing Internet Research -567 Journal of Brand Management Journal of Internet Marketing Journal of the Academy of Marketing Science -567

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) 16.00
Seminars (FT) 16.00
Independent Learning (FT) 122.00
Practicals (FT) 12.00
Assessment (FT) 34.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 0.00 50.00 35% Creative Project and Presentation20 minutes
Course Work 02 n/a 50.00 35% Individual Portfolio with Report (2000 words)