Fashion Branding and Strategic Communications

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how to critically examine academic ideas and debates related to fashion marketing and branding.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate accurate and effective academic research and communication skills

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• critically analyse examples and case studies relevant to fashion marketing and branding.

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

• identify and apply contemporary fashion marketing and branding frameworks and theories to develop brand consistent fashion marketing and branding strategies to address critical industry issues.
• design and produce creative and innovative digital content which demonstrates an understanding of consistent strategic marketing brand communications.

This module will delve into the theory and practice of fashion branding by identifying and analysing fundamental concepts in the branding field, using real-life examples and case studies. The module is anchored on three key pillars of branding: Pillars •Building the Brand   •Growing the Brand   •Communicating the Brand   The complexity of branding decisions requires enhanced understanding of a brand's eco-system. You will gain a comprehensive understanding of the brand management field and will apply critical thinking, planning and creativity skills. Indicative content includes: Brand management •Branding in the Digital Era   •Sustainability and Branding   •Developing a Strategic Brand Management Plan   •Designing the Brand Strategy   Acknowledging the significance of strategic communication in brand management, this module also aims to offer you valuable insights into crafting and overseeing effective brand communication strategies. Indicative content includes: Brand Communication and campaign •Brand Building Campaign fundamentals   •Brand communication campaigns   •Innovative communication strategies fostering sustainable consumption   •Real World Examples of Effective Campaign   Examination of these topics will be aligned with your other semester 1 modules which focus on contemporary fashion marketing themes, trends and case studies.

Teaching methods may include: •Lectures •Seminars •Case study analysis •Digital workshops Learning activities may include •Independent learning, including reflection and evaluation of feedback •Group projects •Contextual simulated activities •Creative and strategic activities •Independent research •Peer-group learning •Class discussions •Presentations

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

In-class activities

• Assessment Type: Formative
• Feedback: Feedback and feed-forward will be given on the in-class activities throughout the semester
• Final Assessment:
• Group Work: Yes

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.