SHE Level 5
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code MMN523656
Module Leader Erica Charles
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

The aim of this module is to provide students with a critical understanding of fashion branding theory through an examination of key theoretical frameworks relating to brand culture, brand relationships, brand personality and brand identity. Students will examine all aspects of international fashion branding and look at the significant modern growth of global fashion branding and create their own brand proposal. With emphasis on the digital marketplace, students will explore opportunities presented by social networking and consider the technological and cultural challenges involved in developing an effective digital strategy for their business. Students understanding of marketing communications theory will be developed by adopting a Global marketplace perspective. Students will critically analyse how a brand may be marketing via digital communications within the global marketplace and apply the marketing communication's mix to develop their own strategy. This unit will develop the student's theoretical knowledge and critical awareness of brand creation and marketing issues necessary to the successful development and maintenance of the fashion brand within the global environment. It will encourage students to apply their theoretical knowledge and will develop student's own personal skills of creativity to the development and maintenance of a successful global fashion brand. An interactive problem solving approach will be used to develop student's awareness and marketing skills. The aim of the module is to facilitate a critical and enquiring approach to fashion brand creation and marketing communications and enable students to learn the skills necessary to gain an appreciation of the importance of theory and market knowledge in application to the global environment.


Introduction to branding theory and concept of brand identity The development of global fashion brands Brand value and positioning Building brand equity Components of brand identity: physique, personality, culture, relationship, self image and self reflection Embedding sustainability in brand identity The marketing communications mix : online and offline Consumer perspectives in brand development The theories associated with globalisation and the impact on marketing strategy. Developing international market entry strategies Marketing strategies - (pricing, communications, distribution, branding, offline and online) Marketing Strategies for brand protection, parallel trading, counterfeiting, legal protection and the impact on marketing decisions

Learning Outcomes

On successful completion of the module the student should be able to:-1. Critically analyse the development of a real fashion brand within the global fashion environment - CW12. Evaluate the need for marketing mix adaptations when entering the global fashion marketplace - CW23. Demonstrate an understanding of branding theories, tools and frameworks from marketing literature, together with their practical application - CW14. Understand the basic principles for creating and embedding ethical and sustainable business practices through branding and marketing communications activities - CW25. Critically appraise the various elements of the fashion marketing communications mix - CW26. Understand and appraise the use of established marketing theories and concepts required to create a viable marketing strategy - CW2

Teaching / Learning Strategy

Learning and teaching will be delivered through lectures and student led seminars. Guest speakers will provide an insight into the process of creating, developing and marketing a fashion brand. These concepts are further analysed, elaborated and applied in a series of rigorous seminars utilising case studies, presentations and group discussion. Student-centered learning will be encouraged through directed research and the requirement to present findings in seminars. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. The teaching philosophy incorporates the use of Blackboard. Reflective practice will be introduced during workshop sessions to enhance the experiential element of the Teaching and Learning Strategy for the programme. In particular, students will be encouraged to identify and utilize the most effective digital communication technologies in order to form, share and communicate their ideas and brand proposal. Detailed feedback on assessments will be provided within three weeks of assessment submission.

Indicative Reading

Essential Reading Fill C (2013) Integrated Marketing Communications, 6th edition, Pearson Keegan, W.J & Green, M. (2011) Global Marketing Management, 2 nd Edit, Pearson, US Recommended Reading Aaker, D. (2002) Building Strong Brands, Free Press, New York. Alexander, N. and Docherty, A. M. (2009) International Retailing, Oxford University Press, UK Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2nd Edition. Wiley? Chaffey D & Ellis-Chadwick F (2012) Digital Marketing: Strategy, Implementation and Practice De Chernatony, L. (2010) From Brand Vision to Brand Evaluation, Butterworth-Heinemann, Oxford. De Chernatony L. (2003) Creating Powerful Brands, 2 nd ed, Butterworth Heinman, UK. Egan J (20140) Marketing Communications, 2nd edition, Sage Publications Hollensen, S. (2011) Global Marketing, 5th Edition, Prentice Hall Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page.? Keller, K. L. (2012) Strategic Brand Management, Essex: Pearson Education.? Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall, US McGoldrick P.J. (2002) Retail Marketing, 2nd Edit, McGraw Hill, UK. Posner, H. (2011) Marketing Fashion, Laurence King, London Sheridan, J. (2010) Fashion Media Promotion, Wiley-Blackwell, UK Smith, S (2002) Uncommon Pratice: People Who Deliver a Great Brand Experience, Financial Times/ Prentice Hall Usunier, J. and Lee, J.A. (2009) Marketing Across Cultures, 5 th Pearson Education, Essex. Yurchisin, J. and Johnson, K.P. (2010) Fashion and the Consumer, Berg, Oxford Young A (2014) Brand Media Strategy, 2nd edition, Palgrave MacMillan Web Resources : <> <> <> <> <> <> <> <> <> <> <> <> www.ukonlineforbusiness <http://www.ukonlineforbusiness> Journals : European Journal of Marketing Internal Journal of Marketing International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Internet Research Journal of Brand Management Journal of Consumer Marketing Journal of Interactive Marketing Journal of Internet Marketing Journal of Marketing Journal of Marketing Intelligence and Planning Journal of Marketing Research Journal of Marketing Theory and Practice Journal of Product and Brand Management Journal of Services Marketing Journal of the Academy of Marketing Science Other sources: 'Quality Press' including: The Guardian, The Telegraph and Financial Times Trade publications including: Admap, Campaign, Interactive Marketing News, PR Week, Marketing Week, Media Week

Transferrable Skills

-360b7 Interpersonal skills developed through group work b7 Analytical and critical thought utilised in research exercises, case studies and coursework assignment b7 Creative thought b7 Communication skills , oral presentation and report writing skills developed in group and coursework assignments b7 Problem solving b7 Independent learning and self management b7 Planning and time management skills developed through student requirement to lan their learning and work in a timely manner to meet course deadlines. b7 Ethical conduct Reflective learning

Module Structure

Activity Total Hours
Lectures (FT) 11.00
Seminars (FT) 22.00
Independent Learning (FT) 137.00
Assessment (FT) 30.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 60.00 45% Individual Brand PortfolioDigital presentation of brand concept
Course Work 02 n/a 40.00 45% Group Integrated Marketing Communications Plan