MC6007 - Global Issues in Fashion Marketing (2020/21)
|Module specification||Module approved to run in 2020/21|
|Module title||Global Issues in Fashion Marketing|
|Module level||Honours (06)|
|Credit rating for module||30|
|School||Guildhall School of Business and Law|
|Total study hours||300|
|Running in 2020/21||
The module seeks to provide a motivational learning experience and to stimulate the co-creation of knowledge pertaining to the range of issues arising from the development of a globalised fashion market. The module content addresses the impacts of both the apparel production processes and the practices of fashion (over-) consumption in economic, environmental and ethical contexts. Discussion and analysis of the financial imperatives of offshore production, identification of trends in consumer behaviour, and the connectivity underpinning strategic marketing initiatives are the methods used to raise awareness of new consumer markets, new production techniques and new communication platforms. The key skills of academic reading & writing, analytical thinking and self-directed research are mobilised in completing a diverse suite of assessment tasks predicated on the module’s constructively aligned learning outcomes. The module builds on material disseminated earlier in the programme as academic scaffolding, constructing a holistic overview of the apparel business that provides potential entrants to the job market with the knowledge and transferable skills that employers expect of Fashion Marketing graduates.
Fashion consumption: Globalisation, consumer behaviours, emerging markets, sustainability, eco-fashion, the environment LO1
Fashion dissemination: Advertising, the body, celebrity culture, the fashion show, social media, journalistic practice, fashion activism. LO2
Fashion production: Intellectual property, counterfeiting, offshore production strategies, PR, international entry methods, entrepreneurship, corporate social responsibility, social media LO3
Balance of independent study and scheduled teaching activity
The module is delivered over a 27-week teaching period, through a combination of workshops, lecture presentations and seminars totalling three hours contact time per week. Seminars feature group discussion and analysis of case studies or utilise a tactic of ‘flip-learning’ to provide opportunities for peer interaction. The module supports independent study through a virtual learning environment hosted on WebLearn, where students can access lecture notes, additional readings, coursework briefs, assessment guidelines and feedback, in addition to finding links to external resources. The university’s feed-forward initiative supports these independent learning strategies. Lecture materials and seminar/workshop tasks are posted in advance as part of a blended learning approach that allows students to plan their contribution to particular sessions.
Reflective learning is incorporated into the module – students are advised to keep a journal of experiences and personal development that charts the effectiveness of their learning. Personal Development Plans can be customised through negotiation of topics of personal interest for assessment and take advantage of learning opportunities as these arise during the module. Students are encouraged to actively engage with the subject, their peers, and the tutors through the module's online forums. Guest speakers are invited to give master classes or discuss career opportunities with students and employability is embedded throughout the module through consideration of the various job roles within the fashion industry and reflection on how the skills and knowledge conveyed during the module line-up with professional expectations.
1. Present and critically assess a selected issue arising from changing consumption practices in contemporary fashion markets
2. Analyse and evaluate the research findings published in academic journals
3. Model theoretically robust accounts of issues engendered by the globalisation of the fashion system
The assessment strategy consists of three components, each informed by reflection, professional practice and subject-specific scholarship.
Assessment component 1: provides students with the opportunity to demonstrate achievement of LO1 through exploration of specific issues arising out of globalisation of the fashion market in the form of an oral presentation. Students are able to negotiate the specific topic according to personal interests and the format enhances transferable skills relevant to career ambitions. As a group assessment the task offers direct entry students chances to interact directly with members of the existing cohort
Assessment component 2: provides students with the opportunity to demonstrate achievement of LO2 through evaluation of research findings disseminated in a series of academic articles. The format requires mobilisation of the critical thinking and comparative skills expected at Level 6 and students may also make an ‘editorial contribution’ deriving from on work-based experience or personal opinion
Assessment component 3: provides students with the opportunity to demonstrate achievement of LO3 through their responses in a written examination on topics addressed during their study of the global fashion market. Candidates are able to select questions from a range of topics and the format enables both engagement with the module syllabus and the outcomes of self-directed study to be evidenced
Aspers, P. (2010), Orderly Fashion: A Sociology of Markets, Princeton University Press
Badia E (2009), Zara & Her Sisters: The Story of the Worlds Largest Clothing Retailer, Palgrave Macmillan
Dickson, M., Loker, S. & Eckman M. (2009), Social Responsibility in the Global Apparel Industry, Fairchild
Garner, M. & Grace, I. (2006), Going Global: The Textile & Apparel Industry, Fairchild books
Gwilt, A & Rissanen, T. (2011), Shaping Sustainable Fashion, Earthscan
Hancock, J. (2010), Fashion: A Global Introduction, Berg
Infodev (2008), The Global Textiles & Garments industry: The Role of Information and Communication Technologies (ICT) in Exploiting the Value Chain, Enlightenment Economics.
Okonkwo, U. (2007), Luxury Fashion Branding: Trends, Tactics, Techniques, Palgrave, Macmillan
Paulins, V. & Hillery J. (2009), Ethics in the Fashion Industry, Fairchild books
Raymond, M. (2010), The Trend Forecaster’s Handbook, Laurence King Publishing
University of Cambridge (2006), Well Dressed: The Present and Future Sustainability of Clothing & Textiles in the United Kingdom, University of Cambridge Institute of Manufacturing
Tungate, M. (2009), Luxury World, The Past, Present and Future of Luxury Brands, Kogan Page
Journal of Fashion Marketing and Management
International Journal of Clothing Science and Technology
Social Media Sources:
The Blonde Salad