FA4001 - Fashion Marketing and Contemporary Design Influences

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What will I learn on this module?

Fashion Marketing and Contemporary Design Influences is a theoretical module comprising of two components, Fashion Marketing (50%), and Contemporary Design Influences (50%). You will explore some of the principal theoretical approaches to fashion marketing, equipping you with the tools to critically analyse its operation in the fashion industry. You will also be introduced to the cultural history of fashion from historical to contemporary times providing you the foundation to understand how fashion is traditionally produced, circulated and consumed.

In the component of Fashion Marketing, you will learn basic marketing concepts, principles, theories and techniques with particular reference to the fashion environment in which they will practice. You will be introduced to how organisations analyse and segment markets and learn to take a wide range of marketing decisions in light of changing environments.

In the component of Contemporary Design Influences, you will learn the history of fashion through various socio-cultural, political, economical influences. You will learn the etymology of fashion and the ways in which fashion has changed throughout history. You will be introduced to why and how styles have changed, trends have been formulated through key historical events and figures.

Through this module, you will learn to be independent, to carry out individual study through empirical research and to formulate ideas and articulate the subject through a marketing portfolio and essay writing.

How will I learn on this module?

Learning and teaching strategies on Fashion Marketing and Contemporary Design Influences encourage you to acquire a flexible and imaginative approach to problem solving through enquiry- and research-based learning. You will become an active participant in your learning, developing your research with academic and intellectual skills.

Cultural, critical, and marketing studies provide a social and theoretical context to the subject discipline, developing your knowledge and insight into your own personal practice within a social, moral, ethical and commercial setting. A framework of industry facing collaborative projects/work experience provides you with the opportunity to hone specialist skills, professional qualities, enterprise and entrepreneurial capabilities through real-life scenarios.

You will be introduced to the module by research-active staff who share their own knowledge and experience to support you in the planning, search and organisation of evidence-based material for your self-determined research enquiry. These contextual sessions are then followed by a seminar group, where you will be introduced to previous student work to be discussed and critiqued to help you understand the structure of the Research Essay, and to clarify the meaning of ‘good performance’ in relation to the Module Learning Outcomes.

How will I be supported academically on this module?

Module staff will guide and support you through the stages of writing the Marketing Report and Research Essay by means of; lectures, seminars and group tutorials. Module contact time provides the opportunity for you to receive on-going tutor and peer feedback, and to clarify issues and discuss assessment criteria. Direction will also be given to students regarding Tutor Guided Independent Learning and Student Guided Independent Learning, where such activities may include; reading, reflection or research, used to provide deeper or broader knowledge of the subject. Additional study skills materials and workshops are available through Skills Plus at: http://nuweb2.northumbria.ac.uk/library/skillsplus/topics.html?l3-0.

Blackboard contains all your module documents including your timetable. The Library is open 24 hours a day. These services can be accessed on a range of devices.

Northumbria University student support also includes;
? If you are an International student, you will receive extra support via weekly ESAP (English for Specific Academic Purposes) sessions through specialist English Language teaching.
? SASC (Student Advice & Support Centre) provide specialist support with personal issues including; DSSR (Disabled Student Support Recommendations) statements; PECs (Personal Extenuating Circumstances) and LAs (Late Approved submission) processes. They will also be able to refer you to the correct service if they cannot help you directly.
? The eLP (eLearning Portal) will include all relevant module documentation e.g. module guides, lecture material, video-captures and reading lists and any notices relevant to the running of the module.
? IT Helpline, Timetabling, Ask4help, Student Law Office, Careers and Employment Service and the University Library.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
• Identify and undertake research into specific design problems or issues and demonstrate an awareness of historical, cultural and contemporary influences.
• Identify and examine key marketing issues when making fashion marketing decisions.
• Identify and apply marketing theories and concepts within the context of the fashion marketing environment

Intellectual / Professional skills & abilities:
• Apply intellect, form independent judgement and be confident in articulating reasoned arguments through essay writing.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate an understanding of a range of design techniques and analytical tools that are applicable to the fashion design process.

How will I be assessed?

In Fashion Marketing, you will be assessed by a portfolio of continuous work undertaken in small groups on an organisation of your choice. This 2,000 word marketing report represents 50% of the entire module.

In Contemporary Design Influences, you will be assessed by an individual 1,500 word essay which makes up the rest of 50% for the module.

There will be seminars where you will be given verbal feedback on the application of fashion marketing principles to a variety of fashion companies and scenarios in Fashion Marketing module. Same will be scheduled for Contemporary Design Influences where feedback will be given to your developmental idea of the essay. All these will indicate the level at which you are currently achieving the relevant MLOs. This provides you with the opportunity to apply the feedback to your existing work and improve your competencies before your final summative assessment.

Pre-requisite(s)

N/A

Co-requisite(s)

N/A

Module abstract

Please find details of this module in the other sections provided.

Course info

UCAS Code W231

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with placement

Department Northumbria School of Design

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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