SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524942
Module Leader Catherine Canning
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

A critical knowledge and understanding of consumer behaviour is fundamental to business. This module examines the various models of consumer behaviour in order to develop effective product, communication and delivery fashion marketing strategies. The course evaluates the social, economic and psychological roots of the discipline and relates these to 21st century consumers, while also addressing the issues of sustainability and consumption from a global perspective.


The consumer as an individual: Cognitive, behavioural and e xperiential models of consumer behaviour Perception,Attitudes and Attitude Change,Personality The consumer as group member: Reference groups,Culture and sub culture,Cross-cultural aspects of consumer behaviour and the implications for fashion marketing practice, Psychographics and Lifestyle, Opinion Leadership, Fashion consumer behaviour models Consumption and Identity: The role of consumption in society, Self and Self concept, Consumption and symbolic meaning, Consumerism and ethical consumption, Shopping and compensatory consumption, fashion and identity Implications for Fashion Marketing Strategy: Developing effective marketing strategies, Materialism, Consumption and Sustainability, The 21st Century Consumer, international mega trends and developments in consumer analysis.

Learning Outcomes

On successful completion of this module, the student should be able to: 1. Demonstrate an advanced understanding of the role of consumer behaviour in fashion marketing practice and strategy?2. Demonstrate a critical understanding of the underlying theories and concepts explaining consumer behaviour from a cognitive, behavioural and experiential perspective3. Critically analyse the social, cultural and technological aspects of international contemporary consumption and emerging concerns regarding sustainable consumption.4. Demonstrate an in depth and critical understanding of key emergent international mega trends in consumer behaviour.

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme, these concepts are further analysed, elaborated and applied in a series of intensive seminars incorporating diaries, group discussions and oral presentations. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessment will incorporate the use of a consumption electronic diary or blog as a means of self- reflection and personal critical analysis to provide an opportunity for creative self-expression and learning. On-going formative assessment and feedback is incorporated within seminar time. The summative assessment will include the reflective diary material and a critical essay. The assessment process is fully supported with custom made assessment workshops created in association with the Learning Development Service to provide specific guidnac eand feedback. Individual formative feedback is provided at least 2 weeks before final submission of summative assessment.. Both academic and industry guest lecturers are used to enhance the teaching and learning strategy. The teaching philosophy incorporates the use of VLE's (Blackboard) whereby student resources will be served on a dedicated module website. This will provide a range of learning resources, including lecture materials, academic journals, videos and links.

Indicative Reading

-108 Required/ recommended Reading: Solomon, M, Bamossy, G, Askegaard, S, and Hogg, M. (2016), Consumer Behaviour: A European Perspective. Prentice Hall, 6th Edition. Additional reading: Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspectice, John Wiley and Sons. Bendoni, W. K. (2017) Social Media for Fashion Marketing: Storytelling in a Digital World, Fairchild Books Blythe, J (2013) Consumer Behaviour, Thomson. Cova, B, Kozinets, R, and Shankar, A (2012) Consumer Tribes, Butterworth-Heinemann. Gabriel Y and Lang T (2006) The Unmanageable Consumer, 2nd Edition. Sage. Harrison,R, Newholm, T and Shaw, D. (2005) The Ethical Consumer, Sage Publications. Alevizou, P. J.(2017) Sustainability in Fashion: A Cradle to Upcycle Approach Lewis, D & Bridger, D (2001) The Soul of the New Consumer. Nicholas Brealey Publishing Parsons, Nahai, N. (2017) Webs of Influence: The Psychology of Online Persuasion Norton, M. (2017) The Cambridge Handbook of Consumer Psychology (Cambridge Handbooks in Psychology). Cambridge University Press, 1 st Edition. Shaw, D. & Carrington, M. (2016) Ethics and Morality in Consumption: Interdisciplinary Perspectives, Routledge, 1 st Edition. Solomon M, & Rabolt, N (2008) Consumer Behaviour in Fashion, Prentice Hall. Stillerman, J (2015) The Sociology of Consumption, a Global Approach, Polity Press, 1 st Edition Szmigin, I., & Piacentini, M (2014) Consumer Behaviour, Oxford Publishing. Thomas, S. (2017) Fashion Ethics, Routledge, 1 st Edition. Wagner, S (2003) Understanding Green Consumer Behaviour: A Qualitative Cognitive Approach (Consumer Research and Policy) Routledge. <> -108 Journals: Journal of Advertising Research Journal of Consumer Research Journal of Interactive Marketing Journal of Customer Behaviour Journal of Marketing Journal of Marketing Management Journal of Fashion Marketing Management Journal of Marketing Research Other sources: 'Quality Press' including: The Guardian, The Telegraph and Financial Times? Trade publications including: Admap, Campaign, PR Week, Marketing Week, Media Week

Transferrable Skills

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

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Assessment (FT) 50.00
Independent Learning (FT) 64.00
Lectures (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Electronic Reflective Diary n/a 100.00 50% Electronic Reflective Diary and Critical Essay 3000 words