SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524943
Module Leader Louise McBride
School Glasgow School for Business and Society
Subject Fashion Marketing
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

This dynamic and creative module allows students to examine how the creation and delivery of a new fashion brand concept through creative technologies represents a transformational shift in the entrepreneurship, commerce and professional practice of the contemporary marketer. Students will engage with a number of theoretical concepts through an exploration of the theory of brand, branding and brand management and will consider, in depth, the elements of brand identity. The professional workshop series, which includes Photoshop and Moviemaker, will challenge and enhance the students' critical and creative competencies as well as professional skill sets. The mentor sessions provide detailed formative feedback throughout the module, enhance the understanding of the theories, facilitate better group work, and improve quality of the final projects. The assessment output is based on turning theory in practice with the creation of a new and dynamic fashion brand. The students will develop a branded visual essay project through well-considered group work and they will also participate in peer assessing their team members. Through the synergy of theory, technology and professional practice, students, through sophisticated and professional teamwork, will develop, present and virtually produce a new fashion brand concept. The module supports Principal 3 for Prime and supports the values, integrity and creativity of the GCU Common Good.


Online module lecture content will cover: - L1. Brand Evolution L2. Brand Identity L3. Brand Values, Mission and Vision Positioning L4. Consumer Targeting and Mentalisation L5. Brand Physique L6. Brand Personality L7. Brand Relationships L8. Brand Culture and Sustainability These will be enhanced by a number of online assessment help guides, which are linked to the lecture topics and the assessment. Seminar sessions and reading will be devised to deepen the understanding of these key concepts

Learning Outcomes

On completion of the module the student should be able to:1. Critically analysis the fashion market and identify and defend market opportunities within the marketplace through in depth research2. Synthesize a set of holistic values based on underpinning theory to build the a brand's ethos3. Examine analytically and demonstrate a deep understanding of the key elements of brand identity within the environmental and operational constraints4. Demonstrate an advanced and critical understanding of the brand identity elements through creative practical application of the theory5. Explore and exhibit an advanced understanding of the importance of the visual identity elements through the use of a variety of creative technologies

Teaching / Learning Strategy

The teaching and learning strategy consists of lectures, seminars, practical workshops, directed study and independent student learning. Theories and concepts are delivered and examined through lectures, hand-outs, online lectures, online assessment help videos, and directed reading. The module will be delivered through a flipped approach. Lectures and assessment help guides will be available online through GCULearn as directed learning. In addition, 12 hours of tutor-led seminar activities will be delivered using applied learning strategies. 12 mentor sessions will provide each assessment group in-depth formative feedback throughout the module. Students will also be provided with 12 professional skills sessions, which focus on PowerPoint, Photoshop and MovieMaker. The applications of the materials are delivered through workshops in the form of group work. 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 access online lectures, core PDF readings, interactive discussions and general information. The technical digital content is embedded through a clinic programme administered by field-specific tutors, which is further supported by GCULearn, whereby students are able to access a series of supplementary podcasted technological tutorials. The group assessment is designed to promote reflection, analyse real-life settings and requires students to apply ethical and sustainable business thinking and professional skills. The group assessment will involve a peer-assessed element, which has been developed over a five-year period in conjunction with the programme teaching team and students. A significant characteristic of this module is that students must practically apply their academic understanding of branding and brand identity. This involves developing skills in: interpreting and analysing market data, selecting and applying various appropriate theories, and image manipulation and creation using software such as Abode Photoshop and moviemaker. These activities will be supported by the seminars and computer lab sessions. The outcome is a dynamic portfolio piece, which showcases their knowledge, creative professional skills, and their ability to effectively work in a group. The learning and teaching strategy seeks to empower the student throughout their experience on the module and beyond.

Indicative Reading

Core - Kapferer, J. N. (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking (3 rd edition), London: Kogan Page. Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2 nd Edition, Chichester: Wiley. Bryman, A. (2004) The Disneyization of Society, London: Sage. De Chernatony, L. (2010) From Brand Vision to Brand Evaluation: The strategic process of growing and strengthening brands (3 rd Edition), Oxford: Butterworth-Heinemann. de Chernatony, L., McDonald, M. & Wallace, E (2010) Creating Powerful Brands (4 th Edition), Oxford: Butterworth-Heinemann. Egan, A, (2009) Initial Lust: The Key to Visual Communication and Brand Marketing (Romancing the Customer),Word4Word. Fisher-Buttinger, C. & Vallester, C. (2008) Connective Branding, Chichester: John Wiley & Sons. Fringis, G. (2004) Fashion: From Concept to Consumer, New Jersey: Prentice Hall. Gardetti, M. A. & Torres, A. L. (2013) Sustainability in Fashion and Textiles: Values, Design, Production and Consumption, Sheffield: Greenleaf Publishing. Hyndman, Sarah, (2016), Why Fonts Matter, Random House London Jensen, R. (2008) Dream Society Realized, New York: McGraw-Hill. Jensen, R. & Aaltonen, M. (2013) The Renaissance Society: How the Shift from Dream Society to the Age of Individual Control will Change the Way You Do Business, New York: McGraw-Hill. Keller, K. L. (2012) Strategic Brand Management (recommended), Essex: Pearson Education. Levinson, J.C., Meverson, M., and Scarborough, M.E., (2008) Guerrilla Marketing on the Internet, Entrepreneur Press. Opara Eddie, and Cantwell John., (2013), Color Works: Best Practices for Graphic Designers, Rockport Pine, J. and Gilmore, J. (2011) The Experience Economy, Harvard Business School Press Sandee Adobe Creative Team (2010) Adobe Photoshop CS5 Classroom in a Book (Classroom in a Book, Adobe Publishing Limited England. Schmitt, B (2000) Experiential Marketing, Free Press. Schroeder, J. E. and SalzerMf6rling, M. (eds) (2006), Brand Culture, London, Routledge Wheeler, Alina (2012) Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition Websites- <> www.ukonlineforbusiness <> 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

-360 b7 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) 74.00
Seminars (FT) 12.00
Practicals (FT) 12.00
Tutorials (FT) 12.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Group Project n/a 100.00 50% Creative Visual Brand Project (Group) with peer assessment