Module overview
On this module you will acquire knowledge of how to build, grow and communicate fashion brands through digital and traditional marketing and branding strategies, in a global and cultural context. You will develop knowledge and understanding of the key marketing and branding principles and academic theories that will enable you to gain advanced understanding of marketing and branding strategies, including sustainability marketing. You will explore fashion brand innovative communication strategies and campaign development, and the role of digital media and technology in amplifying sustainable fashion communication efforts.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate accurate and effective academic research and communication skills
Disciplinary Specific Learning Outcomes
Having successfully completed this module you will be able to:
- design and produce creative and innovative digital content which demonstrates an understanding of consistent strategic marketing brand communications.
- 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.
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.
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.
Syllabus
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.
Learning and Teaching
Teaching and learning methods
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
| Type | Hours |
|---|---|
| Private study hours | 252 |
| Teaching | 48 |
| Total study time | 300 |
Resources & Reading list
General Resources
Other Online University General Resources:. 1. The Student Hub for advice and support 24/7 General Resource Description: https://www.southampton...dentservices/index.page 2. I-Solutions for digital support General Resource Description: https://www.southampton...ons/students/index.page 3. JISC Digital Capabilities General Resource Description: https://sotonac.sharepo...Student-Help-Guide.aspx 4. Virtual Learning Environment and VPN General Resource Description: https://sotonac.sharepo...VirtualEnvironment.aspx https://knowledgenow.so...c.uk/Articles/KB0011610 5. Library General Resource Description: https://library.soton.ac.uk/homepage 6. The Academic Skills Library page for study skills support: General Resource Description: http://library.soton.ac.uk/sash 7. LinkedIn Learning General Resource Description: https://sotonac.sharepo...InLearningatSouthampton 8. Digital Learning resource for students to access digital support General Resource Description: https://www.southampton...tal-learning/index.page 9. Academic Integrity issues: General Resource Description: http://library.soton.ac...t-is-academic-integrity 10. Harvard citing and referencing systems, including cite-them-right online resource: General Resource Description: http://library.soton.ac.uk/sash/referencing
Textbooks
Hagai Gringarten (2019). Ethical Branding and Marketing: cases and lessons. Routledge, Taylor and Francis Group.
P R Smith and Ze Zook (2020). Marketing Communications: Integrating online and offline, customer engagement and digital technologies. KoganPage.
Alexander Chernev (2020). Strategic Brand Management. Cerebellum Press.
Pantea Foroudi (2020). Contemporary Issues in Branding. Routledge.
Assessment
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.
| Method | Percentage contribution |
|---|---|
| Illustrated report | 60% |
| Digital video | 40% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Digital video | 40% |
| Illustrated report | 60% |
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.
| Method | Percentage contribution |
|---|---|
| Illustrated report | 60% |
| Digital video | 40% |