In the first term you will study two units.
Introduction to the Fashion Business for Fashion Marketing introduces you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. It will orientate you to the practices and knowledge-base needed to understand your discipline and help you to develop your skills for independent & collaborative learning, reflection and your own self development. Students come from many diverse educational backgrounds and a part of this unit will enable to reflect on your own background and how that shapes the way you approach your course.
Principles of Fashion Marketing introduces you to what marketing is and how it is defined. You will learn about the role of marketing, its cross-functional importance and its contribution to fashion business success. The unit also looks at the role of marketing as a service provider within the organisation, and as a contributor to understanding the key stakeholders in a fashion business, including customers. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix. You will gain an understanding of the language and terminology of marketing, and the unit gives you a foundation for future learning.
In the second term you will study two units.
Introduction to Cultural and Historical Studies introduces you to key concepts and ways of thinking about fashion and its context in society and culture. You will attend lectures, seminars and workshops, and do a significant amount of reading of academic texts in order to complete a formal academic essay for assessment. Completion of this unit will allow you to make an informed choice of subject for study in the second year Cultural and Historical Studies unit.
The Fashion Branding unit develops your understanding of the brand building process in the fashion industry. You will learn the ways in which fashion retailers build brand identity, brand image and brand personality, and how they communicate their brand message to consumers across multiple channels. You will apply market research methods and evaluate consumers’ fashion brand experiences. You will work in a group to undertake a case study of a UK fashion brand.
In the third term you will undertake the Collaborative Project unit. This gives you the opportunity to work collaboratively with other students. This mirrors the real-world challenges faced by fashion enterprises that depend on close working relationships between departments. You will consolidate the knowledge and skills that you have already acquired, and the project will give you opportunities for fieldwork and research, as well as increasing your teamwork and presentation skills. The project will be concerned with the development and expression of brands in the fashion marketplace, and you will have an operational focus.
Collaborative projects this year have included: LCFxASOS17 in year one, LCFxWestfield17 Collaboration in year two and TOMS case study partnership in year three.
In the first term you will be able to study a Cultural and Historical Studies unit of your choice that will broaden or deepen your learning of areas relating to your interests in your chosen field. You will have the opportunity to participate in lectures, seminars and workshops with students from other courses within your School, and will read relevant academic texts and complete a formal academic essay for assessment.
Also in the first term, the Managing Fashion Marketing unit gives you the opportunity to develop as a manager. The focus of this unit is about developing the marketer as a manager. You will acquire the knowledge and understanding required to develop and manage the marketing infrastructure, capability and capacity from an operational perspective. You will develop your ability to handle the key resources that are used to achieve fashion marketing objectives; including financial, human and physical resources. You will develop an understanding of management, human behaviour and motivation in an environment of organisational change and development within the fashion marketing function. The unit will develop your appreciation of the management objectives in fashion business organisations, and how they are achieved through people.
In the second term the Researching Consumer Behaviour and Psychology unit introduces you to concepts of consumer behaviour and psychology through investigation of how and why we buy fashion goods and services. You will investigate how consumer identity is formed, and develop your understanding of fashion psychographics and cross-cultural values and how these may inform fashion marketing practices. You will apply market research methods and evaluate consumer behaviour in different parts of the world.
Also in the second term, the Fashion Marketing without Boundaries unit prepares you for working in an industry where traditional geopolitical and physical boundaries are becoming less relevant because of the rise in the use of online retailing and digital marketing techniques. Digital and mobile marketing will be explored in a global context and related to the broader concepts of customer acquisition and relationship marketing.
In the third term you will undertake the Fashion Marketing Development Project. This is a project that involves making marketing decisions and/or recommendations based on research. You will undertake quantitative research, analyse the data collected, and draw conclusions from that research. This will be used to inform fashion marketing decisions, or to make recommendations in a specific fashion marketing context. In this unit you will experience a combination of classroom based teaching, fieldwork for your research and independent learning.
Professional placement year (optional)
You can opt to undertake the Diploma in Professional Studies (the Diploma), a University of the Arts London Award for a period of industrial placement of at least 30 weeks duration. The placement is undertaken during the third year of the four-year Bachelor’s degree during which you normally will be working full-time in a company. You will be able to experience the pace, atmosphere and discipline of working in the industry through your involvement in the day-to-day activities of a fashion business. This will give you practical experience of the roles, functions and operations in the fashion industry that you have studied on your course. There is flexibility to combine a work placement overseas (minimum 20 weeks) with a period of overseas study (minimum 10 weeks). You will be required to write a negotiated report on your placement, which will focus on issues or opportunities related to the placement company. This will develop your study skills and allow you to demonstrate your research, analytical and evaluative skills. Successful completion of the year will give you the additional qualifications of a Diploma in Professional Studies.
In the first term you will study the Futures and Innovation unit. You will look at current issues affecting the fashion industry in general and fashion marketing in particular. You will explore various trend indicators that are likely to point to important influencing factors in the future. Scenario planning and futures forecasting will be investigated, and the specific content of the unit will evolve as the fashion industry changes.
In the first and second terms you will undertake the Fashion Marketing Strategy unit. This gives you the opportunity to develop your understanding of corporate strategy and business models, which will enable you to analyse fashion strategies at both corporate and business levels. You will also learn how to formulate strategic plans for businesses in different contexts, such as online and international markets. You can choose a specialist direction that reflects your course and career aspirations.
Throughout the final year you will do your Final Major Project. This gives you the opportunity to develop your project proposal from your initial idea, and negotiate your final project brief within the general area of marketing with your supervisor. This will reflect your particular interests and your future career aspirations, and the final outcome of your project will be a considerable body of work. This will be communicated to a relevant audience via an appropriate medium as the culmination of your project.