SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN524951
Module Leader Joe Docherty
School Glasgow School for Business and Society
Subject Fashion Marketing
  • B (January start)
  • A (September start)
  • C (May start)

Summary of Content

This module introduces students to the principles of marketing and the central role of the consumer in marketing within different types of organisations. It provides an understanding of the key decision areas in the marketing function within a global context and offers an depth critical evaluation of some of the challenges facing marketers in modern global organisations. Key issues around marketing management process, branding, the use of technology in marketing and ethical challenges form the core concepts of the module. This module links to the core values of GCU and its Common Good principles by being specifically connected to the values of PRME. Issues of corporate social responsibility and ethical trading are particularly relevant within the manufacture, production and marketing of products and services and will inform the teaching and learning of marketing concepts and ideas on the module. The PRME principles will be applied and will help focus attention on the ethical practices of marketing managers in global markets and will underpin the development of students as good global citizens with responsible and responsive marketing management skills and values.


The syllabus links to the Common Good principles of GCU by including Corporate Social Responsibility and Ethical Consumption as specific topics in the course syllabus. At the same time Common Good principles are also woven into marketing topics as and when appropriate. For example, the Branding 1 and Branding 2 topics will introduce students to issues such as brand value, brand heritage, and brand vision. -360b7 What is marketing? b7 The marketing environment b7 Marketing research b7 Segmentation, targeting, and positioning b7 Branding 1 (Basic Principles) b7 Branding 2 (Brand Management) b7 E-Marketing 1 (Basic Principles) b7 E-Marketing 2 (Affiliate Marketing) b7 Marketing communications b7 Corporate Social Responsibility b7 Ethical consumption

Learning Outcomes

On successful completion of this module, the student should be able to:1 Demonstrate a broad knowledge of the key elements that relate to the marketing management process.2 Show awareness of the importance of branding in establishing successful products and services.3 Demonstrate an understanding of the principles and practice of E-marketing.4 Critically evaluate and discuss the ethical issues involved in marketing.

Teaching / Learning Strategy

Total student contact time is three hours per week for 12 weeks. This will consist of a one hour lecture, and one hour taught seminar, and a one hour supervised workshop session. Students will be introduced to theoretical concepts, principles and issues of the module through the lectures and these issues / concepts will be further examined during the seminars. Similarly students will be set practical tasks linked to the lectures during the supervised workshops. Four of the workshops will be used for students to make assessed presentations (see Assessment Components) below. In this way students will have an interactive experience with the module that will encourage them to challenge themselves whilst working and learning in a collaborative manner. The teaching philosophy incorporates the use of a virtual learning environment (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a large range of learning resources, including lecture slides, other course material, further reading, videos etc. Students will receive verbal feedback on their presentations immediately after the presentation followed by written feedback one week after it has taken place. As regards the individual written assignment (see Assessment Components below) students will be shown clearly defined feedback criteria at an early stage in the module and a customised individual recording will be prepared for each student to provide a mark and feedback within three weeks of the submission of the individual assignment in accordance with GCU assessment guidelines. Generic feedback will also be made available on GCU learn.

Indicative Reading

-567 Books and articles: Core Text: Armstrong G, Kotler P, Harker M, Brennan R, (2015), Marketing An Introduction, FT Prentice-Hall, 3rd Edition. Others: Blythe J, (2013), Principles and Practice of Marketing, Sage, 3 rd Edition. Chaffey D, & Ellis-Chadwick F, (2012), Digital Marketing, Strategy, Implementation and Practice, Pearson, 5 th Edition. Chaffey D, and Smith P R, (2013), eMarketing eXcellence: Planning and Optimizing your digital strategy, Butterworth Heineman, 4 th Edition. Crane A, & Matten D, (2016), Business Ethics: Managing Corporate Citizenship & Sustainability in the Age of Globalization, Oxford University Press, 4 th Edition. Davis J ,A, (2010), Competitive Success: How branding adds value, Wiley. Devinney T A., Augur P, Eckhardt G M, (2010), The myth of the ethical consumer, Cambridge University Press. Jobber D, & Ellis-Chadwick F, (2012), Principles & Practice of Marketing, McGraw-Hill, 7 th Edition. Keller K L, (2013), Strategic Brand Management, Pearson 4 th Edition. Kotler P & Armstrong G (2013), Principles of Marketing Pearson, 6 th European edition. -567 Online sources: Module web site on GCU Learn -567 GCU Library - subject guides and electronic journals including <> Google Scholar site- <>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas -360b7 Ability to identify assumptions, evaluate statements in terms of evidence and apply the terms correctly. b7 Effective communication in both oral and written skills b7 Use of information technology for communication and presentation. b7 Effective self-management and self-awareness b7Effective team working.

Module Structure

Activity Total Hours
Tutorials (FT) 12.00
Independent Learning (FT) 74.00
Practicals (FT) 12.00
Lectures (FT) 12.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Individual Assignment n/a 50.00 45% ndividual written assignment submitted in Week 12
Group Presentation n/a 50.00 45% Group Presentation (25 minutes)with presentations taking place in weeks 8 to 12 during tutorial sessions.