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Programme Specification
BA (Hons) Fashion Marketing with Management
This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if s/he takes full advantage of the learning opportunities that are provided.
Awarding Institution University of Southampton Teaching Institution University of Southampton
Mode of Study Duration in years
Full-time 3 Accreditation details The Institute of Direct and Digital Marketing Final award Bachelor of Arts with Honours (BA (Hons)) Name of award BA (Hons) Fashion Marketing with Management Interim Exit awards Certificate of Higher Education (CertHE) Diploma of Higher Education (DipHE) FHEQ level of final award Level 6 UCAS code Programme code
WN
QAA Subject Benchmark or other external reference
Art And Design 2008, General Business And Management 2007
Programme Lead Amanda Bragg-Mollison
Programme Overview
Brief outline of the programme
The Fashion Marketing with Management programme is a specialist programme combining business with creativity at a leading Russell Group University. The programme is taught within an Art School environment to facilitate unique access to other creative disciplines for the purpose of collaboration and learning, and offer the opportunity to simulate commercial working environments and situations.
The programme is shaped around the specific business environment relating to fashion consumers, fashion brands, fashion products, retail, fashion communication and the related international aspects of fashion marketing and management. The structure and content of the programme curriculum has been developed in consultation with industry to ensure you graduate prepared for a range of future fashion business careers, and allows you to identify your own individual career interests and skills.
The core modules provide the opportunity to explore and advance knowledge relevant to specialist contexts and theories in fashion marketing and management, but equally as important, how to apply theoretical understanding to real life practical situations. All modules and assessments are linked to real industry issues and projects enabling students to leave with a highly commercial mind-set and prepared for employment or further study. You will learn about the importance of brand building and brand marketing, and explore specialist aspects of fashion marketing, such as sustainable fashion business and marketing, product management, creative strategy, digital fashion marketing, customer relationship management, technology, consumer behaviour, international fashion marketing, retail futures, marketing strategy, leadership and innovation. As well as your own individual work there are opportunities for collaboration with other students on group projects, and you will gain invaluable experience by interacting with fashion industry professionals through guest lectures and industry speakers, visits and live industry projects. Alongside the theoretical and commercial knowledge you will acquire, you will learn creative skills in art direction, fashion styling, and moving image as well as the practical skills of the Adobe Creative Suite (Photoshop, Indesign and Illustrator). Visual presentation is vital in the creative industries, as such these practice based and creative skills taught across modules will set you apart with an industry ready portfolio of work.
Accreditation from the IDM (Institute of Digital marketing) supports the ambitions of the programme to ensure that you learn the key contemporary knowledge and skills required to compete in the market place today. The digital skills delivered in the programme are highly sought after by today’s employers and you will have the opportunity to secure a Professional Certificate in Digital Marketing following your third year module ‘Digital Marketing’ upon successful completion of this module and a further optional 3 hour exam.
This distinctive programme prepares graduates for industry roles in the fields of fashion buying, merchandising, branding, retail management, PR, styling, digital marketing, commerce and communications.
Your contact hours will vary depending on your module/option choices. Full information about contact hours is provided in individual module profiles.
Learning and teaching
The programme employs a variety of integrated teaching and learning strategies designed to support you in developing your own research, critical thinking, practical and writing skills and in becoming increasingly independent and confident in preparation for your future career. These include lectures, tutorials, tutor and student led seminars, group and team learning activities, workshops, presentations, guest industry speakers, student presentations, peer assessment and self-directed study, all designed to enable you to develop your intellectual thinking and research skills. Seminars, tutorials and peer assessment will all help you develop self- confidence across the programme and team working facilitates the learning of industry relevant scenarios to contextualize theory into practice.
Seminars and group discussions focus on evaluating ways of developing ideas and working methods, in addition to developing your critical and analytical abilities. Learning activities and expectations progress from establishing an understanding of the discipline, through exploring and testing boundaries, to synthesis and focus.
Your subject-specific practical skills will be developed throughout your programme of study and include inductions to the photo studios and digital workshops. Seminars and tutorials will provide you with an additional opportunity to develop your subject specific skills. You will acquire and build on practical skills in the proficient use of the Adobe Creative Suite to support the creative, practical and visual components of your programme.
In addition study trips are core and optional depending on the module and focus on teaching and learning the different cultural approaches to fashion and retail, exploring relevant events, trade shows, stores, brands and exhibitions to contextualize the taught theory on the programme.
Assessment
Combinations of formative and summative assessments are present throughout the programme. Formative assessment methods such as oral and visual presentations will provide you with on-going feedback on the progress of your understanding of key concepts and ideas, as well as develop your critical awareness and knowledge. These formative assessment situations will give you the opportunity to learn from your tutors and peers and enable you to reflect upon your own learning.
Summative assessments will address specific evidence of your work such as through written illustrated reports, presentations, essays, reflection and digital creative work. Assessment methods designed to assess your thinking and research skills take a variety of forms. These include written illustrated business reports, essays,
Educational Aims of the Programme
The aims of the programme are to: This programme aims to build your knowledge and understanding of marketing and management aligned to the fashion industry. It aims to provide you with both the practical skills and intellectual framework appropriate to this area of study. The core modules provide the opportunity to explore and advance knowledge relevant to specialist contexts and theories in fashion marketing. The optional core modules enable you to select and extend your learning directed towards your career orientation. All modules focus on allowing you to develop specialist knowledge and understanding applicable to future employment in the creative industries.
The aims of the programme are to:
- Enable you to develop and promote creativity through enquiring, analytical and imaginative methods
- Enable you to develop digital and technological literacies and specialist technical skills
- Develop and apply research skills, critical thinking and independent judgment
- Develop innovation through practical intelligence and experimentation
- Enable you to locate your work within theoretical and cultural context
- Provide you with advanced communication skills, in a range of formats
- Equip you with professional skills to facilitate employment and further study
- Promote collaboration, ethical and social engagement
Programme Learning Outcomes
Having successfully completed this programme you will be able to demonstrate knowledge and understanding of:
Knowledge and Understanding
On successful completion of this programme you will have knowledge and understanding of:
A1. Specialist and strategic issues across fashion marketing and management;
A2. Fashion organisations and the external environment in which they operate;
A3. Critical and theoretical frameworks influencing the fashion market;
A4. The development, management and exploitation of digital and technological strategies for fashion marketing and management;
A5. How to apply skills and methodologies of fashion marketing to complex situations and practices;
A6. How to identify and apply the skills you will need to practice professionally in the fashion industry or take further study of the subject;
A7. Innovative approaches relevant to fashion markets, consumers and commercial environments
Subject Specific Intellectual and Research Skills
On successful completion of this programme you will be able to:
B1. Articulate and apply creative ideas and proposals to current research in fashion marketing;
B2. Formulate and effectively analyse ideas, concepts and proposals appropriate to fashion marketing and management contexts;
B3. Demonstrate problem solving skills and decision making in relation to set or self-initiated fashion marketing and management projects or briefs;
B4. Systematically and comprehensively source, analyse and interpret fashion marketing and management Intelligence;
B5. Critically evaluate your work to recognize your ambition within a professional marketplace; B6. Synthesize concepts in the development of innovative ideas; B7. Critically evaluate your research to make informed judgments and proposals in the fashion industry.
Transferable and Generic Skills
On successful completion of this programme you will be able to: C1. Effectively communicate across visual, oral and/or written formats using an appropriate range of media; C2. Present your work professionally with consideration of the target audience; C3. Study independently, set goals and manage your workload; C4. Demonstrate and utilize appropriate academic referencing;
C5. Demonstrate effective use of academic and learning resources; C6. Employ digital skills and resources effectively to support your learning
Subject Specific Practical Skills
On successful completion of this programme you will be able to: D1. Demonstrate practical skills in fashion styling and creative direction; D2. Develop innovative strategic and creative fashion propositions through photography and moving image; D3. Develop and produce creative digital fashion content.
Programme Structure
The programme structure table is below:
Information about pre and co-requisites is included in individual module profiles.
Where optional modules have been specified, the following is an indicative list of available optional modules, which are subject to change each academic year. Please note in some instances modules have limited spaces available.
Part I Introduction
The Fashion Marketing with Management programme is structured over three-years full-time with an optional Year in Employment or Year Abroad at one of our exchange institutions between your second and third year. The programme consists of core and optional core modules. You are able to choose from a list of optional core modules in the first semester of your second year to introduce broader themes of study that expand your knowledge of the creative arts, studying and learning alongside other students at the school including fashion designers, fine artists, graphic designers and games designers. These learning interfaces allow students valuable networking and collaboration opportunities, and the chance to broaden their understanding and perspectives on subjects across art and design.
Typical course content
Part One
‘Introduction to Research’ in your first semester introduces you to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge base needed to understand your programme and will introduce you to how to reflect on the work of others, the process of evaluation and the contextualization of your
As part of your studies in Part Two, Semester 1, you will be able to select one of six optional core modules, each designed to provide you with an opportunity to broaden your studies and engage with peers from other art and design subjects in an interdisciplinary environment.
The module choices will provide you with the creative freedom to explore areas outside of your main specialism.
Business Skills for the Creative Industries will introduce you to a range of creative techniques and design thinking skills to help you develop a business idea within the creative industries. As part of this module you will have the opportunity to gain knowledge of business start-up ideas and develop the skills required to produce and present an effective business plan.
Creative Writing will introduce you to a range of diverse non-academic writing styles, from journalism to more ‘creative’ forms such as prose fiction, memoir, poetry and scriptwriting, developing skills in handling writing voice and in understanding the process of effective communications both in the creative industries and the wider public arena.
Creative Futures focuses on the capacity of creative practices to influence new scenarios and creative futures. You will have the opportunity to understand creative practices as part of an ethical and participatory framework. The module will explore democratic forms of innovation through citizen participation, including collaborative and environmental practices, activism, social innovation and economic sustainability.
Image & Branding will promote your understanding of key concepts around brand signature and visual aspects of branding. The module provides you with an opportunity to analyse case studies to build your knowledge in relation to brand signature design and explore debates and trends impacting brand aesthetics.
Visual Culture will introduce some of the core theoretical issues that underpin the production of visual culture, questioning the role of images in the construction of identity and the ways in which we understand the world around us. The module engages you in various themes around visual production and sub-cultures, using the premise that- as future artists, designers or workers in the creative industries- you will be future producers of visual culture or even visual counter-cultures.
Sight & Sound will introduce you to the language of cinema. Using key texts and self-generated or found visual samples as a basis for learning, Sight and Sound will explore film genres for you to understand the usefulness of cinematic studies as a way of strengthening your academic and practice based portfolio.
The optional core module choice will allow you to take increasing responsibility for the direction of your studies in preparation for your final year.
The second semester explores the future retail environment through the module ‘Retail Futures’ and considers the future role of fashion retailing and its place in the effective distribution of fashion product to the consumer. Changing consumption trends, retail evolution, impact of technology, retail distribution, international retail strategies and retail spaces and experience. Creative Strategy, also taught in the second semester, enables you to develop an understanding of the fusion of strategy and creativity in fashion. It explores the increasing demand for co-operation of integrated communications within the context of an ever-changing media landscape including the shift of power and how this has moved from the media to the consumer, as well as the priority to set a narrative across the promotion and communication landscapes of fashion brands by way of storytelling through moving image to develop successful campaigns and branding.
Part II Core (must take and pass) Semester 1 Code Module Title ECTS Type
ARTD2106 Product Management 15 Core ARTD2107 Trend Forecasting 7.5 Core
Part II Core (must take and pass) Semester 2 Code Module Title ECTS Type
ARTD2109 Creative Strategy 15 Core
ARTD2108 Retail Futures 15 Core
Part II Optional Core (must take one and pass) Semester 1 Code Module Title ECTS Type
ARTD2117 Business Skills for the Creative Industries 7.5 Optional/Core ARTD2118 Creative Futures 7.5 Optional/Core
ARTD2125 Creative Writing 7.5 Optional/Core ARTD2119 Image and Branding 7.5 Optional/Core
ARTD2126 Sight and Sound 7.5 Optional/Core
ARTD2120 Visual Culture 7.5 Optional/Core
Part III
Part Three modules bring together your development and progress in the preceding parts to a more professional level and enable exploration of the subject. By the time you have reached Part Three you will be expected to work independently and produce work to a professional standard. You will be able to demonstrate a personal an innovative response to fashion marketing through sustained independent research, critical and creative development and the application of a high level of subject specific and transferable skills. You will have sufficient knowledge and understanding of current fashion marketing and management practices to enable you to express your creativity in consideration of pervasive fashion issues.
The ‘Critical Issues’ module in the first semester of your final year explores the strategic issues of fashion businesses today and in the future for example innovation, sustainability, leadership and culture, globalisation, innovation and marketing ethics. Students will develop understanding of the factors, which determine a business’s success or failure, and factors outside of a brand or businesses control, with view to building skills in the application of theory to practical outcomes, and recommendations via an individual presentation. It is anticipated that this module will build and develop ideas for your final project .The Digital Marketing module, also in semester one, covers the curriculum needed to take the optional Professional Certificate in Digital Marketing exam from the Institute of Digital Marketing (IDM). A successful pass of the IDM exam will provide you with professional accreditation in Digital Marketing for your CV. This content is designed to equip you with the most up to date digital marketing knowledge and skills in preparation for industry and of competitive advantage in the market place.
The final semester allows for an independent research led approach with students writing their own briefs and developing a critical body of work aligned to their career ambitions in the final project. Professional planning as a stand-alone module in semester two supports the student’s final weeks before entering the workplace. Group work and transferable skills such as time and project management, visual and verbal presentation for industry are central to teaching on the programme throughout the curriculum.
The Final Fashion Marketing Project allows you to confirm in-depth subject focus in fashion marketing to a defined audience and aligned to employability. You will have acquired a comprehensive understanding of the contemporary fashion marketplace sufficient to enable you to recognise and exploit fashion marketing career opportunities, take up professional practice or progress to postgraduate study.
Part III Core (must take and pass) Semester 1 Code Module Title ECTS Type
ARTD3063 Critical Issues 7.5 Core
ARTD3064 Digital Marketing 22.5 Core
- Module and Project briefings
- WSA Library - supporting studies through specialist collections, research method inductions and other supporting facilities to include:
- Library induction tours
- Books and Exhibition Catalogues
- Journals & Magazines
- Slide Collection
- Video and DVD Collection
- Special Collections
- Newspaper Cuttings
- Reserve Collection
- Artists' Book Collection
- Fine Art Study Collection. The material is rare and unique so is for reference only.
- The Winchester Gallery exhibits local, national and international visual art and design exhibitions
- Computing and Digital facilities at WSA including dedicated Mac Suites with Apple Mac Computers with a range of Digital Software, large scale specialist printers, laser cutter, and 3D printer. Lynda.com is an online digital support platform that students can access via their UoS email username and password.
- Digital facilities are also available on the Highfield campus
- Personal Academic Tutors
- Study Exchanges
- Students who take part in the Study Exchange in Semester 2 Part 2 will be supported by the Study Exchange Co-ordinator, who briefs all students participating and maintains contact with them. All students also receive a Study Exchange Handbook.
Methods for evaluating the quality of teaching and learning
You will have the opportunity to have your say on the quality of the programme in the following ways:
Completing student evaluation questionnaires for each module of the programme. Acting as a student representative on various committees, e.g. Staff/Student Liaison Committees, School Programmes Committee OR providing comments to your student representative to feedback on your behalf. Serving as a student representative on Faculty Scrutiny Groups for programme validation. Taking part in programme validation meetings by joining a panel of students to meet with the Faculty Scrutiny Group.
Further details on the University's quality assurance processes are given in the Quality Handbook.
Career Opportunities
Fashion Marketing with Management graduates have a very strong track record of employability due to their unique blend of theoretical, practical and commercial knowledge. Graduates have secured a range of relevant opportunities across various functions of the industry, including buying, merchandising, PR, styling, digital marketing, branding, trend research and analysis and retail management. Several of our graduates have secured places on some of the most competitive graduate training schemes in the industry such as John Lewis, Next and HOF, Tom Ford, PR, Topshop, LK Bennett. Our annual London event allows high-profile brands to directly source our top talent, providing a great platform for our students and helping businesses find the best calibre and talent for their brands.
External Examiner(s) for the programme
Name: Dr Paddy Lonegran Manchester Metropolitan University
Students must not contact External Examiner(s) directly, and external examiners have been advised to refer any such communications back to the University. Students should raise any general queries about the assessment and examination process for the programme with their Course Representative, for consideration through Staff: Student Liaison Committee in the first instance, and Student representatives on Staff: Student Liaison
Committees will have the opportunity to consider external examiners' reports as part of the University's quality assurance process.
External examiners do not have a direct role in determining results for individual students, and students wishing to discuss their own performance in assessment should contact their Personal Academic Tutor in the first instance.
Please note: This specification provides a concise summary of the main features of the programme and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if they take full advantage of the learning opportunities that are provided. More detailed information can be found in the programme handbook.
Study Trips Accommodation Costs when abroad on any field / study trip will be paid for by the student
Travel costs: Are the responsibility of the student unless otherwise stated.
International Study trips May range between £350-£1200 depending on the selected destination. UK based trips cost approx. £25-40 subject to destination
Textbooks Where a module specifies core texts these should generally be available on the reserve list in the library. However due to demand, students may prefer to buy their own copies. These can be purchased from any source.
Some modules suggest reading texts as optional background reading. The library may hold copies of such texts, or alternatively you may wish to purchase your own copies. Although not essential reading, you may benefit from the additional reading materials for the module.
In some cases you'll be able to choose modules (which may have different costs associated with that module) which will change the overall cost of a programme to you. Details of such costs will be listed in the Module Profile. Please also ensure you read the section on additional costs in the University's Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.
