module specification

MC5062 - Online Fashion Retailing (2017/18)

Module specification Module approved to run in 2017/18
Module title Online Fashion Retailing
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
105 hours Guided independent study
45 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 30%   Group presentation in seminars
Coursework 70%   Individual project
Running in 2017/18
Period Campus Day Time Module Leader
Spring semester City Monday Morning
Autumn semester City Monday Morning

Module summary

The fashion industry operates in a dynamic environment resulting in a rapid expansion of fashion internet retailing.  Increasingly consumers are switching between channels in their purchasing of Fashion.   This module extends and builds on a critical understanding and analysis of fashion etailing . The module examines the various factors which influence on line customer journey, trends in multichannel approaches and strategies. The module examines the various determinants of e- consumer/consumer & buyer behaviour. The module will deal with a range of theoretical, practical techniques in understanding and researching  the management of  fashion retailing.

Module aims

This module has been designed to build on level 4 knowledge with a focus on the understanding of the management of fashion etailing. This module aims to develop a critical understanding of the importance Internet retailing and its contribution to Fashion retailing.
The module aims to:

  • Develop students' understanding and knowledge of the influential factors affecting consumer decision making and buyer behaviour in the context of online / off line channels
  • Develop an understanding of the role of research in understanding social, cultural psychological and behavioural aspects of consumers.
  • Enable and develop student’s technical skills and knowledge in applying market research methods using appropriate digital metrics.
  • Develop an understanding of the scope of digital marketing research in designing and implementing successful  internet retailing  strategies.
  • To acquire an appreciation of various analytical techniques and use of statistical software in marketing research

The module also aims to assist students in the acquisition of the following skills:

  1. Digital literacy and IT skills
  2. Researching & analysing
  3. Inter-personal/Inter-cultural communication
  4. Application of knowledge and presenting data
  5. Critical thinking
  6. Academic writing


• Primary Fashion e-tailing business models - pure player strategy , multi-channel strategy aggregate player strategies
• Fashion internet retailing and multi-channel marketing
• Fashion E-Retailing Operations and IT Logistics
• The influences of  online fashion consumer behaviour
• Decision-making process of  the fashion consumer purchasing online
• Customer insight & customer journey in Fashion etailing & order fulfilment process
• Understanding analytics in Fashion internet retailing
• Fashion etailing content - product information management
• Fashion e-retailing product strategy range, sourcing and selection
• Online merchandising
• Supporting activities for fashion etailing –SEO, pay per click,  affiliates, social networking
• E- CRM e-loyalty and e-trust in Fashion etailing
• Cross channel marketing
• Legal and ethical issues &  the scope of security of information systems

Learning and teaching

The module will be delivered over a 15 week period and consists of 1.5 hours lectures and 1.5 hours seminar each week.   The weekly lectures will focus on key theories, concepts models and frameworks of  e-consumer , e- fashion retailing principles and methods.
The seminar sessions will cover discussions, debates, cases, quizzes, questions and answer sessions to build on the contemporary issues covered in the lectures.  At least 2 seminars will require computer sessions. The seminar  serves to anchor knowledge imparted in the lectures and provides a forum for:

  • A better understanding of lectures through small group discussions, case study/ journal article/problem solving analysis and interchange of questions and answers.
  • Assist students in relating their knowledge to the fashion retailing discipline and profession
  • Applied understanding of technical skills required for carrying out research in order to assist in employability skills for future careers in fashion retailing. Students will need to consider this aspect of the module as part of their personal development and be able to produce examples in a portfolio of the research skills for a future employer.

The facilities of WebLearn will be used as part of a blended learning approach and will be central to the delivery of module handbook, case studies, journal articles, and external web links learning. In particular students will be encouraged to use the leading portals covering market research developments which contain live up to date information and white papers on the subject.

Learning outcomes

On successful completion of this module, students should be able to:

  1. Select and apply e-retailing  concepts and theories to practical fashion marketing situations
  2. Engage in the analysis of real world cases and current academic thinking in order  to investigate how  fashion internet retail theory can explain and justify specific retail strategies
  3. Be able to differentiate, apply, and analyse theories, concepts, commonly used in exploring and understanding fashion e-tailing and how internet analytic research is used as an aid in effective retail management decision making.
  4. Demonstrate knowledge and skills of planning, designing, implementing, analysing, and reporting a fashion internet retail project.
  5. Understand the current issues in fashion internet retailing in 21st century

Assessment strategy

Assessment strategy 
The assessment has been designed to test achievement of the module’s learning outcomes.
The assessment strategy consists of three components, which aims to assess the module’s learning outcomes.  These assessments require students to think critically and apply the knowledge gained during the module. 
Accordingly, the module is assessed by two components:

  1. a 30 mins group presentation weighing 30%; weeks due: 5-12
  2. individual 3000 word coursework weighing 70%; week due: 14

1) Group presentation
Students will be required to work in groups of 3 for this presentation. Each group should address a specific aspect of fashion internet retailing.  This will relate to the previous two weeks’ lecture material. Therefore this will run as rolling presentations.  The aim is for the presentations to be a student lead activity to allow groups of students to investigate specific aspects of fashion internet retailing in more detail and share their knowledge with colleagues. This has been designed to be a learning tool for both the presenters and the audience. They will be expected to consider wider implications of fashion internet retailing e.g. legislation, regulation and codes of practice. Each presentation will be marked out of 30%. Each presentation will last 30 minutes.

2) Individual coursework
This individual project provides students with experience in identifying, analysing and evaluating a fashion internet retailing organisation.  Students will be required to choose a company and produce a report on the internet retailing activity of a key organisation operating in the given sector.
Students should focus on:
- providing  an analysis of  internet retailing activity used with the use of appropriate internet metrics
- evaluating the effectiveness of  target segments e.g. how retail web site used, etc
- determining  and making appropriate recommendations and rationales for alternative  retail internet tools to be used .
The report will be marked out of 70% and will have a word count of 3,000 words.
Further details on assessments will be included in the module handbook.

Constructive alignment of assessment strategy to learning outcomes and skill development

Assessment strategy Learning Outcomes Skill Development
Group presentation 1, 2,3,4, Digital literacy and IT skills,(IPA) Researching & analysing,(IPA) Inter-personal/Inter-cultural communication and oral presentation (PA), Application of knowledge and presenting data (IPA)
Individual project 1,2,3,4, Digital literacy and IT skills,(IPA) Researching & analysing (PA),Application of knowledge and presenting data(IPA)



Laseter, T.  Rabinovich E. ( 2012)  Internet Retail operations  Integrating Theory  and practice for managers Taylor and Francis Group
Laudon,K.   Guercio  C. Traver C ( 2013) .  E-Commerce 2013: Global Edition 9th Edition Pearson Education
Berman B. Evans J. ( 2012) Retail Management: A Strategic Approach, 12/E Prentice Hall
Crawford L. (2012) The Shopper Economy: The New Way to Achieve Marketplace Success by Turning Behavior into Currency, 1st Edition MacGraw Hill
Ståhlberg, M. Maila V. ( 2013) Multichannel Marketing Ecosystems Creating Connected Customer Experiences Kogan page
Solomon  M. Rebolt N (2008)  Consumer Behaviour in Fashion 2nd Edition Prentice hall
Retail digital
emarketer -
Smartinsights -
Clickz -
Direct Marketing Association
Journal of Electronic Commerce Research
International Journal of Mobile Marketing
Journal of Direct, Data and Digital Marketing Practice
International Journal of Electronic Commerce
The Journal of Database Marketing and Customer Strategy Management
Journal of Targeting, Measurement and Analysis for Marketing
Journal of Consumer Research  
Retail Week, Marketing Week, Marketing, Campaign Brand Republic