Fashion Business and Marketing

Whatever a student’s future career, there are certain professional skills that are required in the workplace. This module provides opportunities to acquire and apply essential skills for academic success, while also developing digital skills that are a prerequisite for a successful career.

Students will practice, and build confidence in wide ranging skills, as part of their transition into higher education. By establishing and pursuing a personal development plan, students develop a set of personal qualities such as self-awareness, confidence and resilience; and professional skills such as communication, teamwork, risk management, coaching and feedback. Whilst students learn to construct outstanding CVs and professional LinkedIn profiles, this module also aims to raise students’ digital skills competencies. The module will cover the general Microsoft Office suite and specific digital skills of particular relevance to the discipline that the student is studying. This module is taught as a mix of lectures, practitioner guest lectures, hands-on skills seminars and computer lab sessions.

The Fashion Principles module offers a comprehensive exploration of the fundamental aspects of fashion. It encompasses three components: Fashion Fundamentals, Fashion Industry and Global Markets, and Trend Forecasting.

1. FASHION FUNDAMENTALS This module provides a comprehensive exploration of fashion fundamentals, covering the evolution of fashion from ancient civilisations to modern times. Students will examine the changing face of the fashion business from the 1940s onwards, including key historical milestones. They will explore the influence of art and design movements on fashion, understanding how creative expressions shape trends. Ethnographic studies will showcase diverse cultural perspectives, highlighting fashion's role in cultural identity. Students will also delve into the fascinating history of fashion icons and influencers, explore gender dynamics in

fashion, analyse the impact of fashion photography, and investigate subcultures' influence on style. The module concludes with an exploration of revival and nostalgia in fashion, examining retro and vintage trends. A fashion dictionary will be provided to familiarise students with industry-specific terminology.

2. FASHION INDUSTRY AND GLOBAL MARKETS In this component, students will gain a comprehensive understanding of the fashion industry, its key players, and the dynamics of global markets. Various business models, marketing strategies, and consumer behaviour within the fashion industry will be explored. Students will also examine the impact of globalisation on fashion markets, including emerging trends and challenges fashion businesses face in a rapidly changing global landscape.

3. TREND FORECASTING This component equips students with the skills to anticipate and interpret fashion trends. Through an exploration of methodologies, tools, and sources, students will gain an understanding of the factors that shape trend forecasting. They will learn to communicate trend insights effectively and integrate them into product development and marketing strategies. Topics covered will include consumer behaviour, cultural and societal trends, colour and material trends, research methods, trend reports, communication techniques, implementation in product development, digital tools, and the future of fashion trends.

This module introduces the concepts, theories, and practices of marketing. It explores the meaning and scope
of modern marketing as both a management philosophy and a business function. The module contains three
components.
1. Marketing Principles
Marketing concepts are examined in depth, emphasising the importance of aligning marketing strategies with
market demands. Students are encouraged to develop a critical marketing perspective, considering the
broader impact of marketing on the economy, society, and the environment.
2. Marketing Research
Students will learn the fundamental methodologies and techniques collecting, analysing, and interpreting
data. It equips them with the necessary skills to conduct valuable research and contribute to evidence-based
marketing practices in today's fast-paced business environment. Students will gain a deep understanding of
how marketing research offers valuable insights into consumer behaviour, market trends, and competition.
3. Consumer Behaviour
Students will explore contemporary consumer behaviour theory and its relevance in marketing management, decision-making, and societal contexts. Various disciplinary perspectives, including economics, psychology, sociology, and cultural anthropology, are examined to reveal the motivations underlying consumer behaviour.

This module provides students with a comprehensive understanding of digital marketing concepts, digital content creation, and emerging trends in the industry.

1. DIGITAL MARKETING CONCEPTS Students will be introduced to the fundamental concepts and principles of digital marketing, exploring topics such as the digital marketing environment, consumer behaviour in the digital space, digital marketing tools and channels, digital marketing strategy and planning, and metrics and analytics for measuring digital marketing effectiveness. Students will develop a solid foundation in digital marketing principles and strategies through case studies and practical exercises.

2. DIGITAL CONTENT Students will learn the art of creating compelling and engaging digital content, studying key concepts in content strategy, audience analysis, content planning, content creation and development, content optimisation for search engines (SEO), content promotion and amplification, content measurement and analytics, and content management systems (CMS). By applying these concepts, students will gain practical skills in crafting effective digital content across various platforms and formats.

3. EMERGING TRENDS and TECHNOLOGY Students will explore the latest emerging trends and technologies shaping the digital marketing landscape, delving into topics such as artificial intelligence (AI) and machine learning, virtual and augmented reality (VR/AR), voice search and voice assistants, Internet of Things (IoT) and connected devices, blockchain technology in marketing, fashion tech and wearable technology, and data privacy and GDPR compliance. Through case studies and interactive discussions, students will analyse the implications of these emerging trends and technologies on marketing strategies and consumer experiences.

This module enables you to develop your understanding and competence in using diverse research methods for academic and professional purposes. You will explore a variety of research approaches and will develop practical qualitative and quantitative research skills including defining and scoping a project; designing an effective and manageable research protocol; collecting data and using appropriate analysis methods.

You will develop an appreciation of ethical implications of the research process to facilitate responsible research practice and will be introduced to the key stages required to complete an applied project from concept to delivery. You will learn how to manage a project and contribute effectively as a member of a project team, using ideas generation techniques and problem-solving skills to develop innovative solutions to business problems. This module contributes to your continuing professional development as you will gain key insights into how to perform technical process improvement tasks in a range of environments to solve real-world business problems.

Essential for fashion business and marketing students, this module delves into sustainable and ethical fashion. It highlights the interconnectedness of fashion with the Sustainable Development Goals (SDGs) and addresses environmental challenges, ethical labour practices, and regenerative fashion. Students gain crucial knowledge to drive positive change and navigate the evolving demands of responsible fashion in their future careers.

1. SUSTAINABLE DEVELOPMENT GOALS
This component introduces students to the United Nations Sustainable Development Goals (SDGs 9 & 12) and their relevance to the fashion industry. Students learn about the interconnectedness between fashion and global goals such as poverty eradication, gender equality, and responsible consumption. Through engaging discussions and activities, students explore how fashion can contribute to achieving a more sustainable and equitable future. 



2. SUSTAINABLE FASHION This component focuses on the environmental challenges faced by the fashion industry. Students examine the impact of climate change, global warming, and overconsumption. They explore sustainable fibres and materials, along with ethical labour practices and fair trade. Students delve into sustainable design strategies, circular economy principles, and responsible consumption habits to mitigate environmental impacts to promote a more sustainable fashion industry. 



3. REGENERATIVE FASHION In this component, students explore the transformative potential of regenerative fashion. They learn about regenerative agriculture, which restores ecosystems and promotes sustainable fibre production. Students examine regenerative materials, holistic design approaches, and the integration of social sustainability. Through hands-on activities and case studies, students discover the power of regenerative fashion to combat climate change, restore biodiversity, and empower communities, fostering a regenerative mindset for a more sustainable and thriving fashion industry.

Essential for fashion business and marketing students, this module delves into sustainable and ethical fashion. It highlights the interconnectedness of fashion with the Sustainable Development Goals (SDGs) and addresses environmental challenges, ethical labour practices, and regenerative fashion. Students gain crucial knowledge to drive positive change and navigate the evolving demands of responsible fashion in their future careers.

1. SUSTAINABLE DEVELOPMENT GOALS

This component introduces students to the United Nations Sustainable Development Goals (SDGs 9 & 12) and their relevance to the fashion industry. Students learn about the interconnectedness between fashion and global goals such as poverty eradication, gender equality, and responsible consumption. Through engaging discussions and activities, students explore how fashion can contribute to achieving a more sustainable and equitable future.

2. SUSTAINABLE FASHION This component focuses on the environmental challenges faced by the fashion industry. Students examine the impact of climate change, global warming, and overconsumption. They explore sustainable fibres and materials, along with ethical labour practices and fair trade. Students delve into sustainable design strategies, circular economy principles, and responsible consumption habits to mitigate environmental impacts to promote a more sustainable fashion industry.

3. REGENERATIVE FASHION In this component, students explore the transformative potential of regenerative fashion. They learn about regenerative agriculture, which restores ecosystems and promotes sustainable fibre production. Students examine regenerative materials, holistic design approaches, and the integration of social sustainability. Through hands-on activities and case studies, students discover the power of regenerative fashion to combat climate change, restore biodiversity, and empower communities, fostering a regenerative mindset for a more sustainable and thriving fashion industry.

Industry Placement - 120 credits

The aim of this module is to offer students to opportunity to undertake meaningful and relevant employment experience. The employment experience will take the form of a 30 weeklong work placement and the student will be required to demonstrate the relevance of the work practice to the named route of study. The employment experience will involve students’ demonstrating competency in key skills, such as communication and team working, and tasks relevant to their field of study. This will necessarily require the student to apply learning from their studies to the workplace, thus providing the opportunity to fully integrate their academic study with meaningful employment experience.

Optional Modules - 30 Credits

• Performance Marketing - 30 credits
• Relationship Marketing - 30 credits

The Brand Innovation and Management module is designed to provide students with a comprehensive understanding of the principles, strategies, and techniques involved in building and managing successful brands in today's dynamic business environment. The module encompasses three major components: brand identity, strategy, and positioning; brand innovation; and experiential marketing. 



1. BRAND IDENTITY, STRATEGY AND POSITIONING This component focuses on the fundamental concepts and techniques involved in building a strong brand identity, developing effective brand strategies, and positioning brands in the market. Students will explore the elements of brand identity, including brand name, logo, tagline, colours, and visual identity. They will gain an understanding of different brand architecture models and their application in managing brand portfolios. The module will cover brand positioning, teaching students how to create a unique and compelling brand position in consumers' minds. Students will examine brand equity and its impact on brand value, customer loyalty, and market performance. The role of brand personality and values in shaping brand perception and consumer relationships will be explored. 



2. BRAND INNOVATION Brand Innovation focuses on cultivating an innovation-centric culture within brand management practices, emphasising the strategies needed to drive continuous brand innovation. Students will explore the concept of brand innovation and its significance in maintaining competitiveness in dynamic markets. They will learn to harness consumer insights and engage in co-creation processes to generate innovative brand solutions. The application of design thinking principles will foster creative problem-solving and idea generation for brand innovation. The module will also delve into brand extensions and innovations, exploring different approaches to meet evolving consumer needs. Students will examine the impact of technology and digital disruption on brand innovation, identifying opportunities in the digital space. 



3. EXPERIENTIAL MARKETING This component focuses on the creation of immersive brand experiences that deeply engage and connect with consumers on multiple sensory levels, driving brand loyalty and advocacy. Students will gain an understanding of the core principles and objectives of experiential marketing, which aims to build meaningful brand experiences. They will learn how to map the customer journey to identify touchpoints and opportunities for creating memorable brand experiences. The module covers event marketing and activation strategies, including planning and executing effective brand events and experiential activations. Students will explore the power of brand storytelling, leveraging narratives that resonate with consumers to enhance brand experiences. The role of sensory elements such as sound, scent, and touch in creating immersive brand experiences will be examined. The module also examines the importance of retail environments and designing impactful in-store experiences to enhance brand engagement. Students will explore innovative ways to create immersive digital brand experiences.

This module explores the key visual principles used in social media within a commercial context.  The module explores the role of communication planning and how best to deliver a timely message, to a specified target audience using appropriate social media channels. In addition, the module will explore key theories and concepts surrounding the social media marketing zones and the social media marketing campaign planning process.

The Communication Management module is designed to provide undergraduate students with a comprehensive understanding of various aspects of marketing communication. It aims to equip students with the necessary skills and knowledge to effectively communicate marketing messages to target audiences in today's dynamic business environment. The module will cover three major components: Advertising, Sales and Negotiation, Public Relations (PR), and Integrated Marketing Communications (IMC).

1. ADVERTISING, SALES AND NEGOTIATION This component delves into the fundamental principles and strategies of advertising, sales, and negotiation. Students will acquire the skills to develop persuasive advertising campaigns, enhance sales techniques, and excel in business negotiations. The module emphasises practical abilities like copywriting, media planning, sales presentations, and negotiation tactics. Key topics covered include advertising strategies, creative advertising, media planning and buying, sales techniques, sales management, negotiation skills, and sales promotion.

2. PUBLIC RELATIONS (PR) This component explores the essential principles and practices that shape a company's image and reputation. Students will gain the skills to effectively manage relationships with the public, media, and stakeholders through strategic communication efforts. Key topics covered include PR principles and ethics, media relations, crisis communication, corporate social responsibility (CSR), internal communication, event management, online reputation management, and influencer marketing. This module equips students with the knowledge and techniques to excel in building a positive brand image and managing communication challenges in the dynamic PR landscape.

3. INTEGRATED MARKETING COMMUNICATIONS This component delves into the ever-evolving landscape of communications, technology, and emerging trends. Students will explore the seamless integration and coordination of diverse marketing communication tools and channels to create compelling and impactful campaigns. Topics covered include developing IMC strategies in the digital era, branding and positioning in the digital age, leveraging digital marketing channels and strategies, utilising data-driven marketing insights, understanding consumer behaviour in the digital world, navigating cross-cultural communication, measuring success through metrics, and executing integrated campaigns. Students will gain the skills to effectively reach and engage target audiences using innovative technologies and emerging trends.

• Capstone Project - Dissertation - 30 credits
• Capstone Project - Consultancy Project - 30 credits
• Capstone Project - Placement for Good - 30 credits
• Capstone Project - Start Up for Good - 30 credits