LUXURY BRANDING & RETAILING

SHE Level 5
SCQF Credit Points 4.00
ECTS Credit Points 2.00
Module Code MMNY24892
Module Leader n/a
School School of Computing, Engineering and Built Environment
Subject GCU New York
Trimesters
  • C (May start)
  • B (January start)
  • A (September start)

Summary of Content

The module begins by exploring the role of technology and the creative process in the development of brands. Focusing on the emergence and growth of virtual realities and e-communications, students will examine how the creation and delivery of a new brand concept through creative technologies represents a transformational shift in the entrepreneurship, commerce and professional practice of the contemporary marketer in the luxury sector. Students will engage with a number of theoretical concepts as well as current technologies that will challenge and enhance their critical and creative competencies as well as professional skill sets. Through the synergy of theory, technology and professional practice, students will develop, present and virtually produce a new luxury brand concept. The module then progresses to a critical analysis of the international luxury supply chain management process (from market trends, product concept, to sourcing, buying and merchandising) aiming to develop the student's understanding of the dynamic nature, characteristics and inter-relationships that exist between the activities of forecasting, product development, buying and logistics and further explores the creative process and role of technology in the development, communication and sustainability of brands within the luxury goods sector.

Syllabus

-360b7 The evolution of brand identity b7 Brand physique on and off-line b7 Brand personality - real and augmented b7 Creating and maintaining brand relationships b7 Embedding brand culture and sustainability b7 Consumer reflection and self-image -360b7 Luxury Goods Buying & Merchandising -360 - Analysis and Interpretation - Market Intelligence - Luxury Goods Trend Forecasting -360 - B&M function - structures -roles & responsibilities of the luxury retail buyer - Principles of Buying - Buying Strategy - Product Development, Assortment Planning - Measuring Performance - Financial Stock Management - Stock Planning & Forecasting - Global & Domestic Sourcing - Supplier selection and relationships - Ethical Issues in luxury goods sourcing -360b7 Strategic Logistics and Supply Chain Management -360 - Supply Chain Structure and Development -360 - Supply Chain Relationships - Supply Chain technologies - Luxury Retail Internationalisation - Mass customisation and the customer service dimension -360b7 CSR in the supply chain including Sustainability & Green Logistics

Learning Outcomes

On completion of the module students should be able to:1 Examine analytically and critique the key elements of brand identity within environmental and operational constraints 2 Reflect critically upon the use and integration of technologies for sustainable brand production3 Synthesise a range of specialised concepts, principles and models and apply these to the development of a digital brand portfolio, appropriate to the market sector and global brand concept 4 To critically appraise the sources of market intelligence and luxury trend predictions, and the role of the buying and merchandising team and its members from a practitioner's perspective and their contribution to achieving corporate objectives.5 To critically assess the role, scope and structure of logistics and supply chain management models, technologies and relationships for luxury retail companies in order to achieve a competitive advantage within an international context;6 To critically appraise the role of supply chain logistics in delivering customer value in an ethical and sustainable manner

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. The module also incorporates a series of practicals designed to provide students the knowledge, skills and ability to utilise relevant digital technologies. 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. Students will utilise digital and creative technologies to create real-life virtual brands and campaigns. 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. In facilitating full and blended-modes of delivery, this module will be delivered using a Virtual Learning Enviornment as the principal support for learning. This environment will support lecture content and allow students to access their contextualised video-podcast, core PDF readings and interactive discussions. Additionally this resource will site a technological HUB whereby students will be able to access a series of podcasted technological tutorials along with recorded guest speakers. All content will be embedded through a clinic programme administered by field-specific tutors. Recorded interviews and audio-visual materials will be utilised to enhance the student learning experience. 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

Texts Belz, F.M., and Peattie, K., (2012), Sustainability Marketing: a global perspective: 2 nd Edition. Wiley Brannon, E, L (2005) 'Fashion Forecasting' Fairchild; New York Bruce. M. (2002) Design in business: strategic innovation through design. London: Financial Times. Bryce, M. (2008) Viral Marketing: Potential and Pitfills. VDM Bryman, A. (2004) The Disneyization of Society, London: Sage. Carr, H & Pommeroy, J (1992) Fashion Design & Production, Wiley Blackwell Chaffey, D (2009) E-Business and E-Commerce Management: Strategy, Implementation and Practice, Prentice Hall Chaffey, D., & Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice . Harlow: Pearson Chaffey, D., & Smith, P.R. (2013) EMarketing Excellence: Planning and Optimising your Digital Marketing . New York: Routledge Chaffey, D., Ellis-Chadwick, F., Mayer, R. & Johnston, K., Internet Marketing, (2009) 4th Edition, Prentice Hall, UK Chevalier M. & Gutsatz M., (2012) Luxury Retail Management: How the World's Top Brands Provide Quality Product & Service Support, John Wiley & Son Chevalier M. & Mazzalovo G. (2012) Luxury Brand Management: A World of Privilege, John Wiley & Son Christopher M(2005) Logistics and Supply Chain Management , 3rd Edition., Pitman Publishing Clotfelter, R (2009) Retail Buying: From Basics to Fashion. Dann, S. & Dann, S. (2011) eMarketing Theory and Application, New York: Palgrave MacMillan. De Chernatony, L. (2006) From Brand Vision to Brand Evaluation, Butterworth-Heinemann, Oxford De Chernatony, L., McDonald, M. & Wallace, E (2010) Creating Powerful Brands, Oxford: Butterworth-Heinemann. Diamond, J. & Pintel, G (2007) Retail Buying 6th Ed., Prentice Hall. Egan, A, (2019) Initial Lust: The Key to Visual Communication and Brand Marketing (Romancing the Customer),Word4Word. Elliott, F & Ryder , J (2007) Retail Buying Techniques, Mercury Business Books. Fernie.J. and Sparks, L (2009) Logistics and Retail Management, 3rd Edition, Kogan Page Fisher-Buttinger, C, Vallester, C (2008) Connective Branding, John Wiley & Sons Hines, T. & Bruce, (2006) Fashion Marketing - Contemporary Issues, Butterworth Heinemann J. & Frost, R., E-Marketing, Strauss, (2008), 5th Edition, Pearson International Edition Jackson, T & Shaw, D (2007) Mastering Fashion Marketing, Palgrave Macmillian. Jackson, T. & Shaw, D (2000) Mastering Fashion Buying and Merchandising Management, Palgrave 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. Jensen, R. (2008) Dream Society Realized, New York, McGraw-Hill Kapferer, J. N. (2012) The New Strategic Brand Management: Advnaced Insights and Strategic Thinking, Kogan Page, London. Keller, K.L. (2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity (recommended), Pearson Education, Essex. Kerpen, D. (2011) Likeable Social Media: How to delight your customers, create an irresistible brand and be generally amazing on Facebook (and other social media) . New York: McGraw Hill Levinson, J.C., Meverson, M., and Scarborough, M.E. (2008) Guerrilla Marketing on the Internet. Entrepreneur Press Martin, R. (2010) The Design of Business: Why Design Thinking is the Next Competitive Advantage, New York, Mihnea Moldoveanu. McClellan, D. (2008) Adobe InDesign CS4 One-on-One. Sebastopol, CA: O'Reilly Media Inc McClellan, D. (2008) Adobe Photoshop CS4 One-on-One. Sebastopol, CA: O'Reilly Media Inc McKelvey, K & Munslow, J (2008) Fashion Forecasting, Wiley Blackwell. O'Connor, J & Galven, E, Evans, M (2003) Electronic Marketing: Theory & Practice, Pearson Education Okonkwo U. (2007) Luxury fashion branding - Trends, tactics, techniques, Palgrave Macmillan, Basingstoke Orwig, C. (2008) Adobe Photoshop CS4 How-Tos: 100 essential techniques. Berkeley, CA: Peachpit Paulins, V & Hilary, J (2009) Ethics in the Fashion Industry, Fairchild. Perna R. (1992) Fashion Forecasting, Fairchild Phillips, P (2003) E-Business Strategy: Text and Cases, McGraw-Hill Phillips, P and Young, D (2008) PR in Practice: Online Public Relations, Kogan Page Pine, J and Gilmore, J (1999) The Experience Economy, Harvard Business School Press Rivis (2009) E-Mail Marketing Dynamite, Strategic Web Profits. Ross, A. (1977) No Sweat: Fashion, Free Trade, and the Rights of the Garment Workers, Verso Ryan, D., & Jones, C. (2011) Best Digital Marketing Campaigns in the World . London: Kogan Page Schmitt, B (2000) Experiential Marketing, Free Press Scott, D.M. (2011) The New Rules of Marketing and PR: How to use social media, online video, mobile applications, blogs, new releases & viral marketing to reach buyers directly. Hobeken, NJ: John Wiley & Sons Sterne, J, Burby, J, Atchison,S (2007) Actionable Web Analytics: Using Data to make smart business decisions, John Wiley & Sons Strauss, J, Frost, R (2008) E-Marketing, 5th Edition, New Jersey US Tepper, B (2008) Mathematics for Retail Buying, Fairchild Books. Trott, Paul.,(2008) Innovation Management and New Product Development, 4th Edition, Prentice Hall Tungate M. (2009) Luxury World: The Past, Present and Future of Luxury Brands <http://www.amazon.co.uk/Luxury-World-Present-Future-Brands/dp/0749452633/ref=la_B001HCUSZW_1_3?ie=UTF8&qid=1364248076&sr=1-3>, Kogan Page Tungate M. (2012) Fashion Brands from Armani to Zara, 3 rd edition, Kogan Page Tyler, D.J. (2008) Carr & Latham's Technology of Clothing Manufacture, Blackwell Publishing Ltd., Varley, H. (2006) Retail Product Management - Buying and Merchandising, McGraw-Hill Walters, D. & Laffy, D. (1996) Managing Retail Productivity and Profitability, Macmillan Business Web Resources http://showstudio.com/ http://stylebubble.typepad.com/ http://thesartorialist.blogspot.com/ www.ascusc.org/jcmc/ www.bah.com www.chainstoreage.com www.connectedinmarketing.com www.cyberatlas.com www.davechaffey.com www.Designcouncil.com www.dma.org.uk www.ebusinessforum.com www.ecommerce.vanderbilt.edu www.ecommerceandmarketing.com www.ecommercetimes.com www.emarketer.com www.gov.ac.uk/forsight www.ideo.com www.isoc.org www.just-style.com www.marketing-online.co.uk www.marketspace.org.uk www.mckinseyquarterly.com www.npd-solution www.psfk.com www.retailing.uk.com www.style.com www.trendwatching.com www.ukonlineforbusiness www.wgsn.com www.wto.com Journals Brand Strategy European Journal of Marketing Internal Journal of Marketing International Journal of Retail & Distribution Management International Review of Retail, Distribution & Consumer Research Internet Research Journal of Brand Management Journal of Consumer Marketing Journal of Internet Marketing Journal of Marketing Journal of Marketing Intelligence and Planning Journal of Marketing Theory and Practice Journal of Services Marketing Journal of the Academy of Mark

Transferrable Skills

-360b7 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.

Module Structure

Activity Total Hours
Lectures (FT) 5.00
Assessment (FT) 40.00
Independent Learning (FT) 116.00
Seminars (FT) 13.00
Practicals (FT) 18.00
Tutorials (FT) 8.00

Assessment Methods

Component Duration Weighting Threshold Description
Project n/a 50.00 n/a Group Project (Virtual)
Portfolio n/a 50.00 n/a Individual Portfolio (2000 words)