MA International Fashion Marketing and Design Management

This module will introduce the theories that are used to undertake critical analysis of case studies from all areas of the international fashion value chain, from fibre development, cloth making, garment design and manufacture and retail (bricks and mortar and digital platforms). The value chain within the fashion industry provides the focal start point for this module. The study of contextual situations (case studies) across the value chain will be presented, analysed and discussed. Current research cases taking place within the School of Design and partner organisations will form a demonstrable example of research applied to teaching.

This module will develop student’s awareness and knowledge of key concepts in digital marketing in the fashion industry. Students will gain insight, critical awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing. The focus of teaching on this module will be about the scope of fashion marketing in a digital age. In addition basic data analysis skills will be developed alongside how data modelling can facilitate managerial decisions in fashion marketing.

Building upon Case Studies in Global Fashion & Sustainability, the study of advanced contextual situations across the value chain and this relationship to case study will be presented through complex case examples and extensions of theory. Frameworks of criticality that can be applied to single or multi case studies will be established to provide a basis upon which the students can undertake independent case study analysis and generation. Developing research questions where case study can provide a specific answer and insight will be explored - students will be guided for this research question development.

This module further develops students understanding of digital international fashion marketing strategies and practices. It achieves this by developing student’s awareness and knowledge of key concepts in digital marketing and their application in the fashion industry. Students will gain in-depth insight, critical awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing. The focus of teaching on this module will be about the scope of fashion marketing in a digital age. Complex data analysis skills will be developed alongside how data modelling can facilitate managerial decisions in fashion marketing.

Module summary

This module is designed to build students’ knowledge, independent research application and practical skills regarding foreign trade dynamics and strategies in the context of the fashion industry value chain through this independent case study investigation.

Objectives

The role of the Research Project module is to provide an opportunity for students to complete and present written research, using the case study approach, on a topic of relevance to the programme. The Research Project aims to explore and interpret research information through critical review and analysis of literature, as well as collect and analyse primary and/or secondary data to create a coherent and cogent argument focused on a specific case of the student’s interest. This module requires students to investigate an issue of contemporary academic and/or business interest, in the subject area of the International Fashion Marketing and Design field. The teaching curriculum for the Masters’ programme has the potential to give rise to novel research questions and a wide scope of subjects that will have interest to the wider academic and professional community.