SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN223657
Module Leader Erica Charles
School School of Computing, Engineering and Built Environment
Subject GCU London
  • B (January start)
  • A (September start)

Summary of Content

This aim of this unit is to critically evaluate the growth strategy opportunities and performance optimisation techniques for fashion businesses. In the first half of this unit the traditional tools and frameworks for growth will be outlined, applied and critiqued taking into account the complexities of internationalisation within a variety of digital economies. Then emerging models for growth are encouraged to be identified and experimented with, especially those from other business sectors. The second part of the unit focuses on performance optimisation strategies, here the learner will comprehend the range of internal and external options available and be able to critically evaluate what is appropriate and sustainable for a fashion brand aiming to grow its business.


Growth Strategies Positioning and Repositioning Life Cycles and Portfolio Management Brand Extensions and Collaborations Internationalisation (Distribution and Communication) Start Up /SME to Corporate transition Financing Growth (i.e. Venture capital, private equity, M&A, Crowdfunding etc) Performance Optimisation Brand Auditing and Benchmarking Brand Value Measurement and Brand Equity Big Data and Deep and Predictive Analytics Talent Recruitment, Management and Development 360 Degree Customer Relationship Management

Learning Outcomes

On successful completion of the module the student should be able to:- 1. Critically identify and evaluate the range of strategic growth options suitable for a fashion brand at various levels of development, demonstrating an ability to gain inspiration from alternative business sectors CW012. Develop an advanced understanding of the key strategic processes and critical success factors of internationalisation for a fashion business CW023. Demonstrate a critical knowledge of positioning strategies and an appropriate application of the frameworks available to measure and manipulate a brand's market position CW014. Critically analyse the strategic motives for fashion business performance optimisation with particular respect to financial and investment considerations CW015. Discover, synthesise and evaluate the internal and external methods of performance optimisation strategies relevant for fashion businesses operating in an increasingly digital environment CW01, CW02

Teaching / Learning Strategy

The unit is designed to have a balance of pedagogic techniques to support the needs of diverse learners and will consist of lecturer-led teaching material, student led-discussion and investigative analysis. Theoretical concepts shall be developed and taught through formal lectures, seminars and through directed learning. Lectures shall be used to introduce key theoretical principles, practices and techniques. Concepts shall be analysed to greater detail through a series of student-centred and practical learning including case studies, scenario-based teaching, problem solving exercises, group work and guest speakers from industry.

Indicative Reading

Key Texts Marr, B (2015) Big Data: Using SMART bog data Analytics and Metrics to Make Better Decisions and Improve Performance, John Wiley & Sons: New Jersey Verbeke, A., (2013), International Business Strategy, Cambridge University Press, 2nd Edition Recommended Reading Aaker, D (1991) Managing Brand Equity: Capitalizing on the value of a Brand Name, Free Press: New York Alexander, N, Docherty, A (2008) International Retailing, Oxford University Press: Oxford Bones, C, Hammersley, J (2015) Leading Digital Strategy, Kogan page: London Chaffey, D (2014) Digital Business and Ecommerce Management Edition 6, Pearson: London Charlsworth, A (2014) Digital Marketing a Practical Approach, Routledge: London De Chernatony and McDonald (2010) Creating Powerful Brands, Butterworth-Heinemann Crane, A., & Matten, D. (2010), Business Ethics: Managing Corporate Citizenship and Sustainability in an Age of Globalisation, Oxford University Press, 3 rd Edition Fernie, J, Grand , J (2015) Fashion Logistics: Insights into the Fashion Retail Supply Chain, Kogan Page: London Kapferer, J, N (2014) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Kogan Page: London Fill, C (2013) Marketing Communications: Brands, Experiences and Participation, Pearson: London Kawasaki, G, Fitzpatrick, P (2014) The Art of Social Media, Penguin: London Kaufman, A , Horton, H (2014) Digital Marketing Integrating Strategy and Tactics with Values, Routledge: London Lea-Greenwood, G (2012) Fashion Marketing Communications, John Wiley & Sons: New Jersey Lopez, M (2014) Right time experiences: Driving Revenue with mobile and big data, Wiley & Sons: New Jersey Moore, C, Bruce, B (2004) International Retailing: A Case Study Approach, Kogan Page: London Marr, B (2012) Key Performance Indicators (KPI), Financial Times/Prentice Hall: London Richardson, N, James, J Kelly, N (2015) Customer Centric Marketing: Supporting Sustainability in the Digital Age, Kogan Page: London Ries, A, Trout, J (2001) Positioning: The Battle for Your Mind, Routledge: London Varley, R (2014) Retail Product Management: Routledge: London Taylor, D (2014) Resourcing and Talent Management, CIPD: London Trott, P (2011) Innovation Management and New Product Development, Prentice Hall: London Journals: European Journal of Marketing European Management Journal European Management Review Harvard Business Review Journal of Advertising Journal of Brand Management Journal of Business Strategy Journal of Direct, Data and Digital Marketing Practice Journal of Fashion Marketing and Management Journal of Global Fashion Marketing Journal of International Business Studies Journal of International Marketing Journal of Marketing Management Journal of Retail and Distribution Management Journal of Retailing International Business Review International Journal of Retail and Distribution Management MIT Sloan Management Review Web resources: <> <> <> <> <> <> <> <> <> <>

Transferrable Skills

-108 Critical thought and analytical talents; Creativity in idea generation and problem solving Group work, negotiation, diagnostic abilities Independent working competence including information retrieval and research, listening and discussion, and oral presentation Reflective practice through planning, monitoring and evaluating own learning and development

Module Structure

Activity Total Hours
Tutorials (FT) 8.00
Assessment (FT) 40.00
Lectures (FT) 24.00
Independent Learning (FT) 116.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (School) n/a 40.00 45% Simulation/Exam Oral
Course Work 01 n/a 60.00 45% Group Report