The University’s Fashion Marketing minor can be a great opportunity for your future business or academic career. The course modules are challenging, but relevant, interesting and core to business and fashion studies.  A minor in fashion can be a good Unique Selling Point, improving your chances of being admitted to post-graduate programmes, or enhancing your employability in all industry sectors that value robust skills in Creative Industries, such as advertising, publishing, crafts, music, journalism and many others.

Programme Structure

This course act as an introduction to the world of fashion from a business point of view. The course investigates the notion of what a customer is and separates this out from customers within the context of business-to-business relationships. The course further investigates notions of market segmentation, positioning, promotion and branding. The course ends with some introductory discussions on the role of business strategy within the fashion business.

This course analyses the history of fashion from a sociological perspective – covering the period from the beginning of the modern period to the present. Relationships between dress, fashion, class, political power, ethnicity and gender are investigated. While the primary focus is upon the historical development of western fashion global interconnections are investigated throughout the course.

The Course introduces students to the principles and operations of marketing. Course work includes an in-depth analysis of the strategic role marketing plays in contemporary business from new product development, marketing research and target marketing to consumer behavior analysis, advertising and promotion and personal selling activities. Each variable of the marketing mix will be covered in detail and the macro and micro business environment will be assessed for their impact on marketing planning. Lectures, discussion topics, case studies, videos and practical exercises are used to cover the course material

Plus 3 of the following:

This course covers the fundamentals of fashion and the basic principles that govern all fashion movement and change. It examines the history, development, organization and operation of merchandising and marketing activities, trends in industries engaged in producing fashion, purchasing of fashion merchandise, foreign, domestic and local markets, and the distribution and promotion of fashion.

Consumer psychology within the context of the consumption of fashion and luxury products and services is complex and is influenced by many factors. A thorough analysis and understanding of these factors allows organisations to plan effective marketing activities suitable to their target markets. This course enables students to understand the importance of consumer behaviour in the process of marketing fashion and luxury goods and services.

This course traces the multiple connections between the fashion and media industries. It emphasizes the material realities, pragmatic and creative dynamisms, fantasy components, and essential visuality of fashion. It also highlights how cities in general function as creative agencies for fermenting style and fashion ideas and attitudes.

Fashion professionals are often generating ideas, defining looks and moods a couple of seasons in advance. Product development and forecasting is an essential part of the way that the fashion industry organises and promotes itself. This course is designed to give students a systematic overview of product development and the trend cycle in fashion, its operation in relation to the industry’s specialist sectors, and to introduce the creative and commercial functions of the fashion forecasting process within the fashion industry. It considers marketplace dynamics which affect and create the trends and impact on lifestyles and fashion products.

Students will gain an insight into the structure of the luxury goods market, and the impact that market change may have upon future prospects and opportunities. This course considers the nature of the luxury product and the competitive advantage that it provides to the delivery of quality, design, image and distinctiveness. The luxury brand concept and definitions are critically examined in full and the various conceptual frameworks that link the luxury brand market to the market for normal goods is explored.

Undergraduate Prospectus 2022