|Prerequisites for Module|
None, in addition to course entry requirements.
Aims of Module
To examine fashion identity from consumer, media and producer perspectives.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Examine different perceptions of the brand and the contribution of the brand in achieving competitive advantage within fashion businesses.|
||Evaluate the nature of the brand-consumer exchange.|
||Critically evaluate theoretical consumer behaviour concepts in relation to promotional message development within the fashion sector.|
||Develop practical abilities through the development of effective promotional messages.|
Indicative Module Content
Internal factors influencing consumer behaviour such as perception, learning processes, motivation, personality and attitudes.External factors influencing behaviour such as reference group appeals, family, social class and structure.
Key terms, concepts and definitions in brand management.
Different tools and techniques for strategic brand management and for achieving positive brand equity. Luxury fashion branding, trends and management strategies.
Indicative Student Workload
|Directed reading, tutorial preparation||50|
|Private study||24||Mode of Delivery|
Theoretical underpinning is delivered in lectures, supplemented by directed reading from key texts and academic journal papers.
Knowledge is applied in interactive tutorials/workshops.
||Learning Outcomes Assessed|
|Component 1 ||3,4|
|Component 2 ||1,2|
Component 2 - Analyse the role and value of key concepts in brand management
Component 1 - Design and evaluate a fashion advertising message
|1.||ELLIOTT, R.H., PERCY, L. and PERVAN, S., 2011. Strategic brand management. 2nd ed. Oxford: Oxford University Press.|
|2.||HAMEIDE, K.K., 2011. Fashion branding: unraveled. New York: Fairchild Books.|
|3.||KAPFERER, J-N. and BASTIEN, V., 2012. The luxury strategy: break the rules of marketing to build luxury brands. 2nd ed. London: Kogan Page. ebook|
|4.||SOLOMON, M.R. and RABOLT, N.J., 2009. Consumer behavior in fashion. 2nd ed. Upper Saddle River: Pearson Prentice Hall.|