BA (Hons) Fashion Marketing and Branding course content

Transcription

1 BA (Hons) Fashion Marketing and Branding course content Year One During Year One you will be provided with a thorough foundation of the subject of fashion marketing and branding, and the industry in which it operates. You will be taught the theory that underpins the subject and encouraged to apply that to real world examples. You will learn the importance of the visual message, as well as the spoken and written. You will develop your creative skills through innovative thinking and by learning to use design tools, such as Adobe Photoshop and Illustrator. You will also learn about the global factors that influence the fashion industry. Year One modules Visual and Cultural Influences (40 credits) This module introduces you to fashion and the factors in our society that influence what, where and how things are sold. You will study the emergence of fashion and how it has evolved as a system of communication. This will provide you with an understanding of the industry, what factors have influences its development, and the factors that are currently influencing its continual change. The fashion industry can be influenced by many factors, some not directly linked with fashion. These include political, economic, sociological and technological aspects, in addition to the influences of popular culture. You will explore these factors by looking at what is happening in the fashion industry today and considering what has influenced these developments, and how these impact on marketing or branding. Topics you will cover include: fashion as a signifying system; research methods and principles; the contemporary world and its influences; and visual communication skills CAD, Photoshop, Illustrator and InDesign. Module Content This module will help you to begin to explore the ways we understand and make meaning of images through the analysis of visual culture. Some of the sources you will be expected to use include fashion, film, television, photography and new media. These represent some of the texts that are important in helping us make sense of the way social life happens. It is important, in this environment, for you to be as socially and culturally aware as possible. You will start to understand the power of images in contemporary culture and how they function to help us represent, make meaning of, and communicate to and in the world around us. This module also emphasises the crucial role that depth and breadth of research and presentation plays in developing your understanding and knowledge of the subject in context, and the generation of ideas. Throughout the module you ll produce:

2 An illustrated group presentation (using PowerPoint) that will last between minutes. This will be based on the development of your ideas around analysing and expanding the given project. An individual illustrated essay that explores a subject relating to a brand/person/movement that has had a real impact on fashion marketing and branding in the context of image. This should be a professionally presented body of work that includes images and supporting quotes. It should be between 2,000-2,500 words. A group visual essay/narrative that explores the given subject using images and quotes. This should be a professionally presented body of work that uses 50 images supported by quotes/observations. You ll also provide a 3,000 word rationale explaining the context of your research and response. Delivery and assessment This module is delivered through: lectures; seminars; individual and group tutorials; visual communication workshops; and specialist and industry guest speakers. You ll also spend time undertaking other teaching and learning activities such as: visits to galleries, exhibitions and museums; career guidance; and film reviews. Assessment for this module is 100% coursework which will include a group research project, an individual illustrated essay and a group visual essay. Principles of Fashion Marketing and Branding (80 credits) This module explores the marketing and branding theories, business models and practices undertaken in the global fashion lifestyle industry. You will identify and explore the global market, cultural and social trends that influence the fashion industry, and use research methods to identify business opportunities and better understand consumer behaviour. You will use marketing activities such as market research and trend forecasting with critical analysis to determine brand success. By the midpoint of the module you will have an understanding of the broader fashion and creative landscape, including how marketing and branding theories and models are applied within the fashion industry. You will have explored the influential factors and relationships which stimulate and inform decisions made by brands and individual consumers. During the second half of the module you will develop the skills needed to create influential marketing proposals and strategies that will enable you to confidently identify strategic, yet visually effective, marketing and brand management tools. You ll look at a number of case studies on how brands have revived or reinvented themselves, and how brands grow through re-positioning, rejuvenation and expansion strategies.

3 By the end of the module you will have an understanding of the market and retail landscape. You will explore how organisations can build and sustain a global brand, investigating the global relationships of people, culture and economic activity. In this module you will cover: the fashion landscape; structures and roles within the fashion industry; principles of marketing and branding theory; fashion marketing mix; primary and secondary research methods; qualitative and quantitative research methods; social, economic and cultural trend analysis trends catwalk to high street; consumer buying behaviour; consumer and market segmentation; brand identity / DNA; brand positioning, rejuvenating and brand stretch; brand management in the local and global market ; channels of distribution; range planning and the importance of innovation; globalisation and market entry strategies; corporate responsibility and sustainability; introduction to marketing communication; communication and presentation skills; development and application of a variety of media; and verbal and written communication skills. Semester 1 projects Group Presentation 1 In teams of 4/5 your brief is to give a 10 minute PowerPoint presentation on key macro trends (societal, cultural, style etc.) influencing consumer behaviour today. You will conclude by drawing 3-5 key conclusions on how these key trends may impact on your chosen brand s future. Group Presentation 2 In your team your brief is to give a 10 minute PowerPoint presentation providing an indepth understanding of the consumer in terms of their behaviour and perceptions of your assigned brand. Individual written document Brand Situational Analysis Where is the brand now? The first step in develop a strong market plan is to understand your current situation. Taking the brand you ve been assigned, you are required to complete a detailed review of the brand and their current marketing environment. From this identify and critically discuss the key issues that may affect your brand and make recommendations for any new opportunities open to the brand. The document should be no more than 1,500 words. You should pay particular attention to the visual look of your report and include images to illustrate your findings, where appropriate. Brand choices (which may change each year) include: Reiss;

4 Gap; American Apparel; French Connection; Superdry; JD Sports; and Rimmel. Semester 2 projects, Marketing Strategy and Planning Group Presentation 1 Using research from your trip to New York and within the UK, your brief is to work as a team and give a 10 minute PowerPoint presentation on the fashion brand you ve been assigned. You should provide a review of the brand and their current marketing environment. From this you will identify and critically discuss the key issues that may affect your brand, and make recommendations for any new opportunities open to the brand. You will be put into your groups and assigned your brand before the trip to New York. Group Presentation 2 In your teams you ll develop a PowerPoint presentation which highlights the challenges and opportunities of launching your assigned brand in the USA. Compare and contrast consumer behaviour in the UK v US market. Consider the cultural differences and media landscape differences that need to be addressed for global brands/retailers to success in the USA market. Draw conclusions from your research and give key recommendations that could be adopted by your assigned brand to ensure its global potential in the USA is maximised. Individual report Develop a marketing and communication plan for a brand that explores the challenges and opportunities the brand faces in strengthening its positioning in the UK and maximises its global potential in the USA. This document should be no more than 3,000 words and you should pay particular attention to the visual look of your report, including images to illustrate your findings where appropriate. Brand choices: Whistle Mamas and Papas Jack Wills Sweaty Better Neal s Yard Remedies All Saints Delivery and assessment This module is delivered through: lectures; seminars; individual and group tutorials; workshops; and specialist and industry guest speakers. You ll also spend time getting career guidance and on study trips.

5 Assessment for this module is through coursework. This will take the form of group presentations and individual reports. Year Two In Year Two you will build on what you have learnt in Year On, and apply the theory to industry practice. You will have the opportunity to focus on brand positioning and identity management, including PR and advertising. Through live projects you ll also look at issues surrounding the development of strategic recommendations. You will also have the opportunity to undertake a work experience placement, or study an alternative project based module. Year Two modules Marketing Strategy and Communication (60 credits) In this module you will explore how brand and marketing strategy is conceptualised within the fashion environment. This will be done via live projects which will build on your knowledge developed in Year One, its context, and marketing and branding theories and practice. You will work on exciting, real-life briefs set by visiting industry experts. This will give you an opportunity to demonstrate your understanding and apply your knowledge and skills of brand and marketing theory to a creative and commercial context. This module will cover the different methods of marketing communication, and use of marketing media and language to appeal to different target audiences. This module not only focuses on fashion brands but it also considers you as a brand. Through understanding self-promotion you will develop the skills and techniques to help position yourself effectively for your future chosen career. In this module you will cover: integrated marketing strategies; global expansion strategies; emerging markets; technology and digital marketing; social networking; on and offline retail marketing; brand touch points; web design and usability; PR, advertising and events; communicating to different audiences; brand story-telling; planning critical path and project management; financials; further development of individual and team-working skills; further develop and application of a variety of media and increased software expertise; and self-promotion skills and techniques. Module Content You will explore how marketing strategy is devised within the fashion environment via a team and live individual project. You will learn to understand the current and future strategic role of brands in marketing and business, and develop a brand from researchbased perception through to a branding strategy that can be implemented.

6 You will learn how to create a clear strategic marketing and communication plan. You will further develop your research skills, including methods of observation, documentation and analytical techniques. You ll understand how to develop and implement marketing strategies. You will also develop your IT skills as visual presentation and design layout remain a critical element of your work. There are three assignments in this module, one of which is live so you ll undertake and manage it in real time. These assignments will centre on a client s brief that outlines their business issues which you will work to resolve. Assignments will include market research and analysis, brand strategy, idea generation, and marketing communication recommendations on how your solution will be implemented. Additionally you will be asked to keep a digital reflective journal and observation log of your research, or Pinterest. Delivery and assessment This module is delivered through: lectures; seminars; individual and group tutorials; workshops; and specialist industry guest speakers. You ll also spend time getting careers guidance, visiting galleries, exhibitions and museums, and completing film reviews. Assessment for this module is 100% coursework. This will take of the form of and individual presentation, report and executive summary. Brand Environments (60 credits) This module is divided into two elements that are weighted 40% and 60%. The first element is Fashion Business Solutions, which is compulsory and makes up 40% of the overall 60 credit module. This element runs through the first five weeks of the module, and will end in a submission of work and feedback. Fashion Business Solutions will allow you to simulate industry practice by requiring you to undertake a fashion marketing and branding challenge, within a short and focused time frame. You will need to use all the knowledge and skills you ve gained so far at University. The challenge will be current and relate to a real company and issues, and may be set by a fashion company or a current business issue identified by your tutor. During this element you will reflect on topical issues with the fashion environment. You ll identify a problem and, working in a team, you ll produce original and credible business solutions. The module content will make sure you are equipped with the relevant skills to tackle this challenge, such as brainstorming research and project management skills. You will cover: problem identification and solving techniques;

7 macro and consumer trends; marketing and competition strategy; event management; strategic business planning; development of creative briefs; and team dynamics. The second element is an independent project. You ll have two options to choose between and it will contribute to 60% of your overall credit module. This element runs throughout the remaining ten weeks of the module and ends in a submission of work and feedback, depending on which option you choose. You ll be able to choose to undertake a ten week work experience placement or, if you aren t able to secure a placement, the Fashion Map option. In your first year, during your group tutorials, you will be encouraged to start to consider which of the two options you are most interested in doing. You will be guided and support by your personal tutor to help you with your final selection, during the first term of Year Two. Both options will allow you to use the knowledge and skills you have learnt on your course, and provide you with academic and practical transferable core skills. If you choose to complete a work experience placement, at the end you will be able to apply theory to real life business situations and provide solutions. You ll also have gained first-hand experience of the roles and responsibilities within the fashion industry. Option 1: Work Experience Placement Your placement will be in a role and company that allows you to experience the concepts of fashion marketing and branding. Your exact duties will vary depending on where your placement is. Whilst in your role, you will be expected to keep a reflective learning log to track your knowledge and skills development and to investigate an aspect of the business, which you ll produce a report on. During your work experience placement they key source of your learning will be with the industry specialists you are working alongside. There will be no formal teaching but you will remain in contact with staff and fellow students at a distance via a weekly blog through NOW. You will discuss and reflect upon your experiences to enable you to develop your project. You will also receive contact from your tutor that may take the form of a visit, telephone call or Skype, to discuss your progress with both you and your line manager. Relevant articles and supporting materials will be uploaded onto NOW for you to access. Companies that our students have recently worked with include: ASOS; Paul Smith; The Woolmark Company; Nicole Fahri; Christian Dior Parfums; Gossard; Designer Forum; Topshop; Look magazine; Claire s Accessories; and Tommy Hilfiger. Option 2: Fashionmap During your Fashionmap project you will cover: workshops on data capture / field work, multi method research; data analysis; ethnography, consumers and scenario building seminars; consideration of possible professional outcomes of such research; group discussion of relevant wider themes as well as individual research and reflection on practice; progressive checks and negotiated target setting where appropriate; and

8 discussion and debates on relevant topics and news worthy items. At the end of the Fashionmap research project, you ll have an understanding of all aspects of mass fashion trends. Delivery and assessment This module is delivered through: lectures; seminars; individual and group tutorials; workshops; and specialist industry guest speakers. You ll also spend time undertaking other teaching and learning activities such as: visiting galleries, exhibitions and museums; getting career guidance; reviewing films; and blogging. In Element 1 you will be assessed by a group report and group presentation. In Element 2 you will be assessed by an individual report and individual presentation. Final year Final Year module Strategic and Creative Solutions (120 credits) This year-long module consists of three parts. They are based on individually negotiated personal projects that utilise and extend the knowledge and skills you ve developed in the first two years. Each of the three parts will generate a body of work that you ll submit at intervals throughout the year, communicating your findings professionally and taking in to account your audience using appropriate written, visual and/or verbal methods. Part 1 - Future thinking The first part aims to enable you to identify and anticipate future scenarios, and embed Future Thinking into the marketing and branding strategies and visions you propose. An in-depth understanding of the factors and developments currently impacting the industry, and an appreciation of how trends have historically develop will be discussed. Emerging trends in what may appear to be unrelated aspects of life will be explored. You will identify significant trends or shifts in behaviour, and their likely future consequences upon the fashion industry. By considering the future scenarios and having a global understanding of macro and micro trends, the proposals or recommendations made will be relevant for the future and able to withstand thorough examination. You will work in groups and individually to form links between interconnecting trends, promote lateral thinking and generate new ideas for the future to inform your personal projects. Part 2 - Research stage 1 During the second part you will initially submit a research proposal, and then progress to produce a full research body of work. You will document the current knowledge and

9 thinking on your chosen subject, and then identify gaps in the knowledge and opportunities based on changed circumstances. To achieve this, you will need to produce a clear rationale and research methodology. You will be expected to demonstrate imaginative and creative expression through independent thought and the appropriate presentation skills relevant to the research topic. The process of researching and managing the project will allow you to develop and demonstrate a range of transferable skills, which will enhance your career development and lifelong learning. Part 3 - Realisation stage 2 The final part of this module is for you to use your own judgement in evaluation, selection and application of research conclusions and recommendations made in your stage 1 research project, to present a fully resolved set of proposals and outputs. This could take the form of a marketing event, an exhibition or through a marketing and branding implementation strategy. You will demonstrate a clear rationale and research methodology, and apply imaginative and creative expression appropriate to your project and in the presentation of your realisation proposal. Throughout this process you will use your communication and negotiation skills to network and build relationships with industry experts, to support you in the development of your project. The majority of your time during your final year is spent focused on your projects. You will be designated a personal tutor who will meet with you on a weekly basis either individually or in groups. In this module you will cover: scenario building; contemporary trends (political, economic, social, technological, legal and ethical); primary and secondary research; quantitative and qualitative research methods; environmental scanning to identify macro and micro trends; trend forecasting principles and techniques; project and critical path management; visual communication; fashion and visual culture theory; application of hypothetical concepts into practice; project management; resolution of strategic creative proposals; development of writing skills; strategic business planning; and budgets and finance. Delivery and assessment This module is delivered through: lectures; seminars; individual and group tutorials; workshops in visual communication, ideas generation, research and project management; and

10 specialist and industry guest speakers. You ll also spend time undertaking other teaching and learning activities such as: career guidance; trend briefings; study trips; visits to galleries, exhibitions and museums; film reviews; and drop in sessions / tutorial sign up. This module is assessed 100% through coursework, in the form of an individual report with supporting materials, presentation and executive summary.