CONTEMPORARY ISSUES IN INTERNATIONAL FASHION MARKETING

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524941
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion Marketing
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

This module provides students with the founding principals of the contemporary business of fashion. The key concepts of international fashion marketing will be introduced, explored and critically examined. There will be a holistic approach to the areas explored within the module. Context will be provided through a historical understanding and a contemporaneous examination of current and future themes. These would be inline with trends with the research literature and industry developments. This will be underpinned with strategically devised seminars developed to embed the skills required for critical academic reading and writing within the context of fashion marketing. Working closely with the Learning Development Centre the module will embed active learning in the reading, writing, group work and presentation skills within the context of contemporary fashion issues. The aim is to support the students in the development of the fundamental academic skills required throughout a Masters programme. The topics will include an introduction into the business of fashion, a critical review of the concept of fashion marketing, an historical understanding of the sector and a number of dynamic and current themes that will be updated yearly in line with the Next Generation Assembly. As part of this module the students will partake on a trip to explore the fashion market in an international context. It is the intention to include 'The Next Generation Assembly'. This is a part of the Fifth International Workshop on Luxury Retail, Operations and Supply Chain Management that aims to provide students with an opportunity to create advanced business models and to deliver novel ideas pertaining to sustainability, innovation and e-commerce in an international environment consisting of practitioners, designers, business managers, decision makers and academicians. As part of the assessment the students will be part of working groups presenting at the Next Generation Assembly. They will also write up a report based on the same topic. Ultimately the aim of the module is to furnish the students with the knowledge and skills to critically examine contemporary international themes within the dynamic and fast-paced business of fashion.

Syllabus

Online module lecture content will cover: - L1. Business of Fashion L2. International Fashion Marketing L3. History of Fashion L4. Fashion Design and Product Innovation L5. Sustainable Fashion L6. Digital Fashion World Scaffolded reading and writing activities, which are linked the assessment, will enhance the lecture topics. These also prepare the students for the topics covered as part of the international trip workshop.

Learning Outcomes

On completion of the module the student should be able to:1. Examine analytically and demonstrate a deep understanding of the conceptual development of fashion marketing and the fashion marketing trends within a dynamic and fast paced international environment2. Demonstrate a critical understanding of the development of fashion and fashion marketing from a historical perspective.3. Critically assess the ways in which design and product innovation impacts on fashion brand marketing4. Explore the trend and the conceptual development of a sustainable and ethically focused fashion ethos5. Demonstrate an advanced and critical understanding of the importance of the digital platform within the context of a contemporary fashion marketing6. Explore and exhibit an advanced understanding of the critical reading and writing skills required and personally develop both group work and presentation skills.

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, LDC focused seminars, practical international workshops, directed study and independent student learning. Theories and concepts are delivered and examined through lectures, hand-outs, international trip, and directed reading. The module will be delivered through 7 hours of lectures and a two-day international student workshop. In addition, 7 hours of LDC tutor-led seminar activities will be delivered using scaffolded learning strategies. The international trip will allow students to work in cross-cultural and multi university groups. They will be meeting both students and fashion industry leaders worldwide. In facilitating full and blended-modes of delivery, this module is delivered using the GCULearn E-Portal (VLE) to enhance students' learning experience. This portal supports lecture and seminar content and allows students to, core PDF readings, interactive discussions and general information. The assessment for the module comprises an individual report in which students are required to critically analyse the academic literature surrounding one of the contemporary issues within the international fashion industry, allowing them to demonstrate their writing skills which have been developed throughout the module. There are three significant characteristics of this module. First it provides the founding understanding of international fashion marketing, which is essential for a conversion programme. Secondly, the academic skills required at Masters level are embedded into this module and delivered by the LDC team. Thirdly, the international student trip is part of this module and is linked to the assessment. The outcome is an exceptional experience, which seeks to engage, and prepare students for not only the entire programme but within their future careers.

Indicative Reading

Agins, T., (1999), The End of fashion: The mass Marketing of the Clothing Business Forever, Harper Collins, New York Bickle, M.C., (2011), Fashion marketing: theory, principles, & practice, Fairchild Books, New York Bohdanowicz, J. & Clamp, L., (1994), Fashion marketing, Routledge, New York: London Breward, C., (2003), Fashion, (Oxford History of Art), Oxford and New York: Oxford University Press Easey, M., (2002), Fashion marketing, 2nd edn, Blackwell Science, Malden, MA;Oxford, England Fletcher, K., (2008), Sustainable Fashion & Textiles: Design Journeys, Earthscan Gordon, J.F. and Hill, C., (2015), Sustainable fashion: past, present and future, Bloomsbury Publishing Harris C., (2017), The Fundamentals of Digital Fashion Marketing, London, Bloomsbury Publishing Hines, T., Bruce, M. & Chartered Institute of Marketing (2001), Fashion marketing: contemporary issues, Butterworth-Heinemann, Oxford Posner, H., (2011), Marketing fashion, Laurence King, London. Journals and Resources- Brand Strategy European Journal of Marketing International Journal of Retail and Disribution Management International Journal of Marketing International Review of Retail Distribution & Consumer Research Internet Research Journal of Brand Management Journal of Consumer Marketing Journal of Fashion Marketing Management 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 Retailing and Consumer Services Journal of Services Marketing Journal of the Academy of Marketing Science Harvard Business Review Drapers Record Fashion of Business International Retail Week Mintel Global database

Transferrable Skills

-360b7 Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving b7 Presentation skills: written communication in a variety of formats; visual communication and oral presentational skills. b7 Planning and time-management; organising and planning work; self-management and independent working b7 Inter-cultural awareness: understanding different perspectives, multi-cultural sensitivity and appreciation and development of a global mindset b7 Inter-personal and group working skills including questioning and listening, influencing and persuading, advising others and giving feedback. b7 Research skills: information retrieval and collection; data analysis and synthesis.

Module Structure

Activity Total Hours
Independent Learning (FT) 70.00
Seminars (FT) 9.00
Lectures (FT) 7.00
Assessment (FT) 40.00
Practicals (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Report n/a 100.00 50% Individual Report 3000 words via Turnitin