ODES5202M Social Media Marketing & Communication

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.

Course Description

Learning outcomes
On completion of this module students will be able to:

1. Critically evaluate key concepts in digital marketing in the fashion industry.
2. Apply in-depth research awareness and skills of collecting and analysing data from multiple resources to answer managerial questions in digital fashion marketing to formulate design strategies.
3. Analyse current complex digital marketing campaigns (omni-channel marketing) used in an International Fashion context.
4. Demonstrate in-depth interpretative and creative skills to design a digital marketing strategy to address a digital marketing opportunity for an International Fashion brand including the role of digital communication to access new markets via digital platforms
5. Critically evaluate, discuss and present analytical outcomes and studies in order to be able to formulate a digital international marketing strategy appropriate to a specific context

Skills outcomes
1. Develop critical-thinking skills when considering digital international fashion marketing strategy.
2. Develop in depth analysis and its particularities within the international digital fashion marketing context
3. Develop analytical-thinking skills when evaluating key issues, problems and challenges related to the formulation and implementation of digital fashion marketing strategies
4. Formulate appropriate digital international fashion marketing strategies considering the capabilities of the fashion brand aligned to their target consumer segment
5. Critically evaluate, discuss and present analytical outcomes and studies in order to be able to formulate a digital international marketing strategy appropriate to a specific context.

 

Syllabus

Indicative Content for this module includes:

- International digital marketing strategies
- The role of digital communication to access new markets via digital platforms
- The role of data analytics in digital fashion marketing
- The assessment of digital communication techniques and creative approaches to international digital fashion marketing approaches.
- The role of digital fashion marketing across a range of international fashion markets.
- The evaluation of digital international fashion marketing strategies and the implementation of design-thinking planning approaches.