INTERNATIONAL FOUNDATION DIPLOMAINFASHION DESIGN AND MARKETINGMARKETING THEORY AND FASHION BUSINESSMODULE INFORMATIONModule InformationPage1of8
Section 1: General InformationModule TitleMARKETING THEORY AND FASHION BUSINESSType of ModuleCOREPre-requisitesNilCo-requisitesNilSemester OfferedNovFormal contact hours wherestudent is expected to be inattendanceStudy FormatHoursLectures21Tutorials12Field trips3Total contact hours36Section 2: Module Aim and Learning OutcomesAim/sThis module aims to provide understanding of the fashion industryby studying the positioning of a collection and a brand, analysingcompetitors’ scenario, understanding the luxury brands structure anddeveloping selling capacity.Learning OutcomesOn completion of this module, the student should be able to:1.Understand the importance of fashion business2.Identify the important historical & contemporary people inthe fashion industry3.Understand basic fashion & business concepts4.Understand the meaning of brands in today’s consumermarket5.Understand Marketing Terminology and the 4 P’s of fashionmarketing6.Describe Fashion Principles, Perspectives and Theories7.Understand Fashion Analysis and Prediction8.Describe processes to target the fashion consumer9.Understand the fashion product development process10.Understand how these principles are applied in industryduring field trips to branded storesModule InformationPage2of8
Section 3: Delivery PlanTeaching and Learning Methodology:Indicate the various formal platforms that students will learn in, e.g. lectures, tutorials, andlab sessions. Indicate other platforms such as online (BB or any other blended learning) orexperiential learning such as site visits, etc. Indicate the learning strategies used in theseplatforms, e.g. group and project work; individual and group presentations; case studiesreflection journals or role playing. Indicate also any learning from formative assessmentssuch as feedback from test, portfolio, presentation, peer and self-assessments.UNITTOPICREADINGS1The Importance of Fashion BusinessLecture, individual/group discussions &presentations1.1 Introduction to the Fashion Business1.2 Understand the Fashion LandscapePosner, H., 2015.Marketing fashion:strategy, branding andpromotion, London:Laurence KingPublishing.Rath, P.M., Petrizzi,R. & Gill, P., 2012.