STRATEGIC DECISIONS IN THE INTERNATIONAL FASHION MARKETPLACE

SHE Level 5
SCQF Credit Points 4.00
ECTS Credit Points 2.00
Module Code MMNY24886
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU New York
Trimesters
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

Core to organizational success is strategic planning, implementation and evaluation. This module considers the challenges facing fashion organizations in the contemporary marketplace and explores the creation and consideration of solutions that arise from such. Adopting a marketing planning perspective this module will equip you with the necessary tools, skills and insights to generate a comprehensive, cohesive and congruent fashion marketing plan. As a starting point, the module will reflect upon fashion brand creation and maintenance, fashion communication decisions, routes to market, the role of retail, pricing decisions, critical pathways, operationalization and implementation, contingency planning and strategic evaluation. The module addresses the issue of market analysis (including domestic, international and global perspectives) as the backdrop for strategic decision-making. It then considers the resource based view of the firm, with an emphasis upon the resource capability combination as a means of creating competitive advantage by offering superior benefits and thus generating economic value.

Syllabus

The following represents the key themes that will be addressed in this module: The global fashion marketplace The nature and role of fashion brands Brand development in the global fashion marketing environment Competitive branding strategies for fashion companies Ethical issues in fashion branding Culture, community and commerce Fashion brand communications: the role of store brand image and flagship stores Standardisation and adaptation of the marketing mix Brand protection The Marketing Planning Process The Marketing Audit Segmentation, Targeting & Positioning Mission Statement & Objectives Formulating Strategy Managing the Marketing Mix Implementation and Control

Learning Outcomes

On successful completion the student should be able to:1 Evaluate the theoretical and practical issues associated with fashion brand portrayal and consumer characteristics2 Critically analyse that strategic brand management challenges in the context of the global fashion marketplace3 Evaluate the influence of global and domestic dimensions with respect to fashion brand adaptation decisions4 Demonstrate an in-depth and practical understanding of the analytical frameworks for strategic marketing planning.5 Critically appraise alternative competitive marketing strategies and recommend optimal strategy using qualitative and quantitative data.6 Develop a strategic marketing plan and demonstrate the ability to design methods of monitoring and evaluating plan implementation.

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 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. 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. The assessment process is supported with custom made assessment workshops created in association with the Learning Development Centre. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. The module incorporates the use of VLE's (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a range of sophisticated learning resources, including bulletin boards, chat rooms and the opportunity to deliver course materials and a diverse range of learning resources to students through varied devices. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing.

Indicative Reading

Aaker, D. (2002) Building Strong Brands, Free Press, New York. Alexander, N. and Docherty, A. M. (2009) International Retailing, Oxford University Press, UK Bradford <http://www.amazon.co.uk/Edmund-Bradford/e/B009NO8H7M/ref=ntt_athr_dp_pel_1> , E., <http://www.amazon.co.uk/Marketing-Navigation-marketing-implementation-ebook/dp/B009H77KPA/ref=sr_1_1?s=books&ie=UTF8&qid=1363262919&sr=1-1>{ 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Transferrable Skills

-360b7 Cognitive and intellectual skills including critical thinking, self-reflection, creativity and ethical problem-solving -360b7 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 -360b7 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
Independent Learning (FT) 106.00
Assessment (FT) 50.00
Independent Learning (PT) 106.00
Lectures (FT) 22.00
Assessment (PT) 50.00
Lectures (PT) 22.00
Seminars (FT) 22.00
Seminars (PT) 22.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 40.00 n/a Group Presentation (Week 14)
Coursework 3 n/a 50.00 n/a Individual Report (3000 words) (Week 34)
Coursework 2 n/a 10.00 n/a Group Presentation (Week 26)