SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524946
Module Leader Cara Connell
School Glasgow School for Business and Society
Subject Fashion Marketing
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

In recognition of the representational significance of fashion, this module examines the contribution of omni-channel brand communications to competitive advantage. 'Omni-channel' refers to the seamless approach to marketing communications across all contact channels and is reflective of the terminology being used to describe job roles in this area. This module focuses on the significance of a relevant, consistent and integrated image and communication strategy for international fashion brands. In order to do this fashion brand communication principles and frameworks are evaluated within the context of contemporary practitioner activity and current academic enquiry. Next, the impact of technology and the international nature of many fashion brands upon the nature and delivery of fashion communications are examined. The final strand of the module explores the omni-channel communication methods utilised within the fashion sector, which is considered against the current and constant backdrop of technological innovation (i.e. advertising, photography/image creation, events, PR, direct marketing, online communications etc.) and critically reviews how these activities are evaluated in performance terms. Assessment strategy: Working in groups, students will devise, design and present a suitable omni-channel communication strategy and creative content for a relevant fashion brand. In addition students will keep a reflective blog on an individual and weekly basis via GCU Learn within which they will reflect on the development of their learning and skills throughout the module. PRME related issues: The international nature of fashion brands means that they are affected by global political, economic, environmental, social and legal issues and this module will take account of these throughout the teaching. Students will also be encouraged to respond to these issues in their work. This module provides students with the opportunity to practically apply their learning in a real-world context by using industry-focused assessment briefs and tasks. Industry practitioners will be invited to conduct guest lectures and to set live assessment briefs to ensure industry relevancy.


-360b7 The concept of integration b7 Theories and models of the communication process b7 Communication strategy frameworks and their application b7 The use of data analytics to underpin the development of communication strategy b7 The omni-channel fashion communication mix (including: advertising, social media, sales promotion, personal selling, direct marketing, PR, sponsorship, endorsement, events) b7 The impact of the international market place on communications b7 The role of image creation and storytelling in integrated fashion communication

Learning Outcomes

On successful completion of this module the student should be able to:1. Demonstrate a deep understanding of the evolving nature of integrated omni-channel fashion brand communication strategy and critically evaluate the key theories and frameworks with reference to contemporary practitioner activity.2. Synthesize the assortment of issues that internationalisation has brought to fashion brand communication planners and explain how they affect future decisions from both industry and a consumer perspective.3. Demonstrate an in-depth and critical understanding of the nature of digital and offline tools of the fashion communications mix including the functions, benefits and limitations in different circumstances and the techniques and applications of each tool.4. Critically assess the ways in which technology has changed the impact and delivery of integrated fashion brand messages and images.5. For any given level of the fashion market, analyse and predict the most efficient and effective methods of fashion marketing communication making use of data analytical tools where appropriate.

Teaching / Learning Strategy

The module will be delivered in 36 hours of contact time consisting of lectures, seminars and practical sessions in computer labs. Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars which encourage students to actively participate, work in teams and present ideas. Practical sessions in computer labs will develop students' skills using image manipulation and design software such as Adobe Photoshop. All class activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. The group assessment will involve a live industry brief where appropriate. The module incorporates the use of VLE's (GCU Learn) whereby student resources will be served on a dedicated module website. GCU Learn will also support the individual assessment for the module as students will complete their reflective blogs online. Summative feedback will be provided via GCU Learn within three working weeks. Formative feedback will be provided throughout the module in the practical and seminar sessions. A key aspect of this module is that students must practically apply their academic understanding of integrated communication. This involves developing skills in: interpreting and analysing communication data (data analytics), image manipulation software such as Adobe Photoshop and image creation e.g. through photography/videography. These activities will be supported by the seminars and computer lab sessions.

Indicative Reading

Required/ recommended Reading: De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2017) Marketing Communications: A European Perspective, 6 th Ed, Pearson Additional reading: Arens, W.A. and Weigold, M.F. (2017) Contemporary Advertising and Integrated Marketing Communications, 4 th ed, McGraw-Hill Belz, F. M. and Peattie, K. (2012) Sustainability Marketing: A Global Perspective, 2 nd Edition, John Wiley and Sons. Belch, G. E. and Belch, M. A. (2018) Advertising and Promotion: An Integrated Marketing Communications Perspective, 11 th Ed, McGraw-Hill. Burke, S (2006) Fashion Computing Design Techniques, Burke Copley, P (2014) Marketing communications management: analysis, planning, implementation, 2 nd Ed, Sage Diamond, J and Diamond E. (1999) Fashion advertising and promotion, Fairchild Easey, M. (2008) Fashion Marketing, 3rd Ed, Blackwell Science Egan, J. (2015) Marketing Communications, 2 nd Ed, Sage Publications Fill, C. (2016) Marketing Communications: Discovery, creation and conversations, 7th Ed., Pearson Education Fill, C. (2013) Marketing Communications: Brands, experiences and participation, 6th Ed., Pearson Education Harrison, R (2015) Social media: effective strategies for dominating social media marketing. 2 nd Ed, Createspace Hines, T. and Bruce, M. (2007) Fashion Marketing - Contemporary Issues, Edited Book, 2nd Eds, Butterworth Heinemann Jackson, T and Shaw, T (2007) The Fashion Handbook, Routledge Jefkins, F. (2000) Advertising, 4th Ed. Ed by D. Yadin, Prentice Hall Keaney, M (2007) Fashion and Advertising, Rotovision Lea-Greenwood, G (2012) Fashion Marketing Communications, Wiley & Sons Morgan, T (2009) Visual Merchandising, Laurence King. Mower, S (2007) Stylist- The Interpreters of Fashion, Rizzoli O'Guinn, T (2012) Advertising and Promotions: an integrated brand approach, 6 th ed, South-Western Percy, L (2014) Strategic Integrated Marketing Communications, 2 nd Ed, Routledge Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd Ed, Prentice Hall. Posner, H (2015) Marketing Fashion, 2 nd ed, Laurence King Publishing Saren, M. (2006) Marketing Graffiti: the view from the high street, Butterworth-Heinemann Shimp, T.A. & Andrews, J (2015) Advertising, Promotion and other aspects of integrated Marketing Communications, 9 th Ed, Prentice-Hall. Shimp, T.A. (2010) Integrated marketing communications in advertising and promotion, 8 th ed, Thomson South-Western Shinkle, E (2008) Fashion as Photograph, Viewing and Reviewing Images of Fashion, I B Taurus & Co. Smith, P., Zook, Z (2016) Marketing communications: Offline and online integration, engagement and analytics. 6 th Ed. Kogan Page Yeshin, T. (2011) Advertising , South-Western/Cengage Learning Journals: Applied Communication Research, Clothing and Textiles Research Journal, European Journal of Marketing, International Journal of Advertising, International Journal of Research in Marketing, International Journal of Retail and Distribution Management, Journal of Advertising, Journal of Advertising Research, Journal of Consumer Behaviour, Journal of Consumer Research, Journal of Customer Behaviour, Journal of Fashion Marketing Management, Journal of Marketing, Journal of Marketing Management, Journal of Marketing Research, Journal of Product and Brand Management, Journal of Promotion Management. Other sources: 'Quality Press' including: The Guardian, The Telegraph, The Herald and Financial Times. Trade publications including: Campaign, Design Week, Drapers, PR Week, Marketing Week Trade analytical and trend reporting services: WGSN, EDITED

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 image manipulation software e.g. Adobe Photoshop. 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
Seminars (FT) 12.00
Lectures (FT) 12.00
Assessment (FT) 40.00
Practicals (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual reflective blog n/a 60.00 45% Individual critically reflective online blog (weekly)
Group Presentation n/a 40.00 45% Group presentation of strategic communication campaign (peer assessment included)