FA6031 - Strategic Fashion Marketing

You will attend weekly sessions, including a number of lectures and workshops that will introduce and critically explore the core elements, approaches, and potential future trajectories of fashion marketing, which will be supported by practical workshops in which you will engage with real-world marketing provision and gain critical understanding through the analysis of fashion marketing case studies. These tutor-led and peer-learning activities will be supported by tutor-student tutorials that will support your learning and your assessment preparations and progress.

The module reading list and tutor-set learning activities mean that you also need to engage in self-directed learning that will enhance your knowledge and skillset in relation to fashion marketing and its crucial (and evolving) role in fashion business and will also ensure that peer-focused learning experiences are engaging and reflect the tenets of experiential learning, and that you are fully prepared for the module assessment.

While you will receive summative feedback post assessment submission that will provide you with evaluative commentary and important feedforward that can aid you in improving future work, you will also receive formative support in tutorial and assessment-focused class sessions.

You will be supported through research-rich lectures that guide you through the key elements of fashion marketing and that outline the goals and content of the module. These sessions and these will provide ongoing guidance, support and assessment Q&A opportunities throughout the module. Additionally, you will have one-to-one tutorial support from the module tutor(s). In terms of academic and learning support, you will build on the guidance you receive in the Academic, Research and Career Development module and further academic skills support can be accessed via the University Library.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:

1. Demonstrate understandings of marketing theories and the role of strategic marketing and marketing in global fashion business and its impact on successful commerce (K&U 1, K&U2).

2. Demonstrate critical knowledge of digital and emerging marketing platforms and analyse how they are shaping contemporary fashion marketing experiences (K&U 3).

Intellectual / Professional skills & abilities:

3. Analyse the role of strategic marketing by creating original marketing work that illustrates and responds to real-world industry developments and challenges (IPSA 1).

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

4. Demonstrate ethical awareness by assessing the impact of fashion marketing and develop a global mindset, recognizing the importance of diversity and international perspectives in fashion marketing and consumer engagement (PVA 1).

5. Show evidence of adaptability in responding to changing communication platforms and marketing strategies in the fashion industry. (PVA 3).

This module will be summatively assessed at the end of the module through the following submission:

1. Strategic Marketing Report (100%): This assessment is based on the creation of a marketing report that sets out a new strategy for a chosen fashion brand. Students will consider and apply components such as market and consumer analysis, brand strategy and positioning, the marketing mix, ethical/inclusivity factors, and consider the practical elements of the strategy (the marketing campaign timeline, a proposed budget, and how its performance will be appraised. The assessment covers LO1, LO2, LO3, LO4, and LO5. 4000 Words.

The assessments address Summative feedback will be provided to students through the appropriate teaching and learning platform (Blackboard/Turnitin).

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This module enables you to understand established and emergent marketing approaches and tools so that you have a detailed and reflective understanding and future-facing professional curiosity to engage with fashion consumers in a global context. You will critically explore and examine a series of strategic marketing platforms and approaches and explore how they are crucial in fashion brand positioning and consumer engagement in terms of product connection and brand storytelling, retail strategies, fashion promotion, and differing forms of experiential marketing. As such, you will learn the key components of these marketing tools and assess them in the context of real-world fashion business exemplars. Furthermore, you will have knowledge of core digital marketing approaches (social media), but also connect with the ways in which VR/XR are continuing to develop and are being increasingly driven by artificial intelligence, a technology that is transforming fashion marketing in terms of personalized consumer engagement, visual merchandising, influencer engagement assessment, and be positioned to engage with emergent AI forms that will play strategic roles in the fashion industry in the future. However, you will also critically appraise the need for sustainable and ethical marketing and understand (and formulate) fashion market strategies that are inclusive and that respect global diversity. By the end of the module, the combination of taught content, independent study and assessment preparation will ensure that you have a firm academic and practical knowledge of strategic marketing in the context of global fashion business.