INTERNATIONAL FASHION MARKETING PLANNING & STRATEGY

SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524945
Module Leader Mandy Sheridan
School Glasgow School for Business and Society
Subject Fashion Marketing
Trimesters
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

Strategic Marketing Planning is core to organisations' success and a crucial competence for any marketer. This module involves practical application of the strategic marketing planning process to develop a winning strategy as a means of creating competitive advantage by building a sustainable value proposition for each target market identified as part of the planning process. Students are able to put their learning into action using a computer based marketing strategy simulation with the task of developing and implementing a marketing strategy for a simulated company and competing in a virtual marketplace. This module also addresses the issue of internationalisation of a brand. Students will develop insight into the issues facing a brand when moving into international markets and the impact upon brand adaptation to ensure organisational success in non-domestic markets. As the global environment and how consumers react to this in individual markets is one of the key areas of analysis this module ensures students consider the impact of their strategic marketing decisions on the global environment thus developing graduates who care about the global environment and social responsibility as well as teaching them to become responsible managers and leaders.

Syllabus

-360a7 Strategic Marketing in context a7 The Strategic Marketing Planning Process a7 Vision, mission and objectives a7 The marketing audit and analytical tools a7 Segmentation, targeting and positioning and the value proposition a7 Market Selection and Entry Strategies a7 Adaptation of the Marketing Mix for international context/ markets

Learning Outcomes

On successful completion of this module the student should be able to:-1. Understand the marketing planning process and its application to international fashion brands.2. Demonstrate an in depth and practical understanding of the analytical tools and techniques for strategic marketing planning.3. Structure and prepare a comprehensive strategic marketing plan for a fashion brand entering a foreign market. 4. Identify and critically discuss the macro and micro environmental issues marketers face when developing their fashion brand in international markets.5. Evaluate the influence of global and domestic dimensions with respect to fashion brand adaptations.

Teaching / Learning Strategy

The module will be delivered in 36 hours contact time consisting of lectures, seminars and workshops.The module embraces a blended learning approach and thus will include traditional face to face teaching methods alongside digital media. Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated on and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessment will be both formative and summative. Formative feedback will be given weekly in seminars and via the reflective weekly journal. Summative feedback will assess the learning outcomes via a group poster presentation and an individual international marketing plan. Feedback on the summative components will be given within three working week in line with University guidelines.

Indicative Reading

Required/ recommended Reading: McDonald, M and Wilson, H (2016), Marketing Plans: How to Prepare Them, How to Profit from them 8 th Edition, Wiley. Additional reading: Aaker, D. (2002) Building Strong Brands, Free Press, New York. Alexander, N. and Docherty, A. M. (2009) International Retailing, Oxford University Press, UK Aperia, T., Georgson, M., Keller, K.L., (2012) Strategic Brand Management A European Perspective, 2 nd Edition, Prentice Hall Boudreax C. & Emerick (2014) The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media, Prentice Hall Bradford <http://www.amazon.co.uk/Edmund-Bradford/e/B009NO8H7M/ref=ntt_athr_dp_pel_1> , E., { 010009000003f41900000000cb19000000000400000003010800050000000b0200000000050000000c024a003d00030000001e0004000000070104000400000007010400cb190000410b2000cc0049003c000000000049003c0000000000280000003c00000049000000010018000000000054330000000000000000000000000000000000001818182121212121212929292121212121211818181818181010100808101010182921292121212929293131313131312931292121211810105a4a521008082921215a5a6363636b2929293931397b6b73a58c94a58c8c8c73734231313121219c8484cebdb5a5948c524a423121293131312929313131392121312929312129312929292121212929292118212118181010101010181018181818211818212121211818212121211818212121211818211818212121212118212121292121292929292121212121211818181010101818182921292118212121212929293931393939393131312121212118185a4a52100808524a52848c9442424a39394a2929315a4a5a84737ba58c948c7b8429181852424ad6bdbdceb5adceb5b59c84844a39393121214231392929313131393131392929312929292929292929293939392921212121211010181010101010101818211818212121211818212121211818212121211818211818182121211818182121212121212121211810181010181010101818181818182118211818182929292929293939393131312929291810105a4a52180810736b7b73737b39394a42425239394a3931425a425284737b8473843929398c7b84c6adadd6b5b5d6b5bdbda5a57b636342313931212939293131313139393929293129293129292929292931292931292921212121212118181818182110181818181810101818182118182118212118181818182121212118182121212121212129212921212121212118181818181810101818181818181821212121212131313131313139393921212121181884737b5a525a948c945a5a633942524a4a6331394a39314a42394a524a5a635a6b636373ada5b5d6bdc6d6b5bdd6b5bdd6b5bdb59ca5634a52392129392931313131313131313131293131393939292929312931312929292929212929292929212121182121101010181818181818182121181818181821181818181818181818181818181821181818181821181818181818101010101010101010181818181818212121292929393939393131292121211818ada5a59484948c8c9439394a424a5a39425a39395242425a5a526b4a425a52526b5a6373848494ada5adceb5bdceb5bdceb5bdc6adb59c848c5a424a312929312929313131292929293131313131313131292931313131212121292929212929212929181818101018101010181818101018181818101818181818212121181818212121181818181821181818181821181818181818100810101010101010181818181818292929393939423939312929291818a59c9ca59ca56b637b31394a313952293952394a634a526b6b6b848484a5737b945a637b5a637b736b84a594a5c6b5c6c6adbdceb5bdc6adb59484844231313931313131313131312929292931312929313131393131312929292129292929292129292121211018181018181010101818181818181821211818181818182118211818181818181818181818181810181818181010101010100808081010101010101818182121213131314242393931311808089c8c949c949c423952212939313952394a6b4a5a735a5a7b7b84a59494b5949cbd7b8cad7384a5636b846b73848c849cb5a5b5c6b5bdd6bdc6b5a5a58473733129212929213131313139392929313129312921313129312929292929292121212929292121211821211010101010101010181818181018181818182929292121292121291818181818211010181810181010101810181010101010100808101010101010102121212929294a4242393131291818948c948c848c21213131395252637b73849c6373947b84ad8c94b58c94b58c94bd94a5c6849cb58c9cb563738c6b73848c8c9cb5a5b5bdadb5c6b5b5b5ada56352523129293131313939393131393129393129392921313131312929292929292129292929291821211818181010101018181010101818181018184a4a4a4a4a4a4242423939392921292121211810101810101008101010101010101008100800081008081810182921213931314a4242312929847b8452525a1818314a526b8494ad6373946b84a57384a5848cb5949cc694a5c68494b58ca5c68ca5c68c9cbd7b84a5737b8c7b7b94a5a5adbdb5bdc6b5bda59c9c524a42312929313131292929313139312931312939292929292929212129292929212121212121181818181818101010101018101018181818736b6b736b6b736b6b736b6b6b636b52525239393921212121181810101010081010080810080808080818101021181839313142393942393973737b31314229314a8c94b57b8cad6b7b9c637b9c7b8cad8c94b594a5c68c9cbd94a5c694a5c694a5c68ca5c68c9cc68494b57b8ca57b7b9c9494adadadb5cebdc69c8c944a4242392929393131312931423942292131292931212929292929292929292929212121212121181818181018181818292929313131736b6b7b6b6b736b6b7b7373736b6b736b6b635a5a635a5a42393939313129212929212118181818101010080818101021181042393929293163636b29314263738c8c9cb57b8cad637394637b9c6b7b9c8494ad8c9cbd8c9cbd8c9cbd94a5c6849cbd8ca5c68ca5c68ca5ce8494bd848cb5848ca59494adada5b5c6b5bd8c7b7b4a394239292939313131313131313929293129292921212131313131313129292921212129212929292931313131313139393973636b6b6363736b6b6b6363736b6b6b6363736b6b736b6b736b6b6b6363635a5a5a5252525252424242423939423939393131524a4a4a424a5a5a6352526b94a5bd8c9cbd7384a5637394637394737b9c7b8cad8c9cbd8c9cbd94a5c694a5ce94a5c68ca5c68ca5ce8ca5c694a5ce8494bd8c94b58c94ada59cadbdb5c6c6b5bd73636b4239393931313931393939393939422929292929293131314242423131313131313131314239393939394239393931396b5a636b63636b63636b6363635a636b63636b63636b63636b636b736b6b6b6363736b6b6b63636b63636363636b6363635a5a6b6363635a6363636b7b849c9ca5bd7b8cad637b944a63845a6b8c6373947b84a57b8cad8494bd8c9cbd94a5c68ca5c68c9cc6849cbd849cc6849cbd8c9cc68c9cbd949cbd9c9cb5a59cadbdb5bda59ca5524a523931313939394239423939393131313131314239424239423939393931394239393931393939393931313931316b63636b5a636b63636b63636b636b6b63636b636b6b63636b6363635a5a6b63636b63636b636b6b63636b6b6b6b63637b6b6b6b63636b636b636373a5a5bd848cad7384a55a6b8c4a5a844a63846373947384a57b8cb57b8cb58494bd8494bd849cbd849cbd849cc6849cc68ca5ce8c9cc694a5c68c9cbda5adc69494adb5adbdc6bdc6847b844239394239424242424a42424242424a42424242424a4242423939423942393939393939393131393139393131635a5a635a5a5a525a635a5a635a5a6b6363635a5a6b63636b63636b6363635a5a6b6363635a636b6363635a636b6363635a5a6b6b6b5a5a5a737384949cb57b8ca563739452638c4a5a7b526b8c6373947384a57384ad7b8cb57b8cb58494bd7b94b5849cbd849cbd849cc67b94c68c9cce8c9cc68c9cc6949cbda5adc6a5a5bdbdbdcea5a5ad5a525a3129314a42424a42424a4a4a4a42424242423939394239393931393931393931313931393129313931316b6363635a5a635a63635a5a6b6363635a5a6b6363635a5a6b6363635a636b6363635a5a6b6363635a636b6363635a5a6363636b636b63636b7b7b8c949cb573849c5a6b8c425273425a7b4a5a845a6b8c5a6b946b7ba56b7ba57b8cb5738cb5849cbd849cbd849cbd7b94bd7b94c6849cc68ca5ce8c9cc694a5c6a5adceadadc6adb5c6bdbdc67b7b84393939423942524a524a424a4a42424239394239393931393939393931313939393931313931313129315a5252635a5a635a5a635a5a5a525a635a5a5a525a635a5a5a525a635a5a635a5a635a5a635a5a635a63635a5a635a63635a635a5a635a5a6b7b7b8c848ca56b7394424a7331426329396331426b394a7342527b4a5a845a6b9463739c6b84ad7384ad7b94b57b94b57b94bd7b94bd849cce849cc6849cc694a5ce949cc6a5adc6adb5cebdbdcea59ca54a4a4a4a4242524a4a4a4242393139423939393131393131393131423939393131393131312931313131635a5a635252635a5a5a5252635a5a5a5252635a5a635a5a635a5a635a5a635a63635a5a635a5a5a5a5a635a63635a5a635a6352525a6363737b849c7b849c4a5a7b42527b42527b4a5a844a5a845a6b945a6b946b7ba56b7ba56b7bad637ba5738cad7384ad7b8cb5738cb57b94c6849cc6849cce849cc68c9cce8ca5c6adb5d6a5adc6b5bdceb5b5b55a52524a42424a4242423939423939393139393939393131393

Transferrable Skills

-360b7 Knowledge and understanding in the context of the subject: demonstrate broad and more specialist understanding of subject. b7 Time management: manage own time in order to meet deadlines. b7 Independent working: work effectively in an independent form. b7 Group working: work effectively in a group environment. b7 Information retrieval skills: demonstrate ability to source information using traditional and electronic methods. b7 IT skills: work effectively using information and communication technology such as web and Internet, databases, spreadsheets, email and word processing and simulation software. b7 Communication skills, written oral and listening: demonstrate ability to communicate accurately and appropriately to the audience. b7 Numeracy skills: use numerical data to report information, solve problems and support proposed strategies.

Module Structure

Activity Total Hours
Independent Learning (FT) 74.00
Lectures (FT) 24.00
Seminars (FT) 12.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Marketing Plan n/a 50.00 45% Individual Marketing Plan (2500 words)
Group Presentation n/a 50.00 45% Group Poster Presentation (and peer assessment)