Strategic Fashion Marketing

Content

The MA Strategic Fashion Marketing provides a learning environment in which business graduates can develop both creative and strategic skills in fashion marketing and management.

Structure

Fashion Marketing has a major contribution to make to business success in the ever-changing global and domestic marketplace. Understanding the product/market and consumer complexity, which now prevails, requires innovative strategies, business models and tactics.

In this context, MA Strategic Fashion Marketing covers relevant subjects in four units of study, which comprise the first stage taught framework. Fashion Brand Marketing considers the design, development and marketing strategies of diverse fashion brands; Fashion Business Strategy examines a range of concepts for developing appropriate business models in fashion companies. Marketing Communications considers new and old media ways of communicating fashion brands to different consumer target groups. International Marketing and Retailing Strategies examines case studies of successful international fashion corporations in different global markets and contexts. All units are assessed by a mix of academic papers and presentations.

Supporting the development of your study is the Research Methods unit, which covers the academic disciplines underpinning a variety of research approaches on the programme. The Contextual Studies unit provides a breadth to your studies with themes including cultural, historical, design and global perspectives on fashion futures. The course culminates in the Masters Dissertation on an original topic, which is proposed and negotiated by you and developed under tutorial supervision. For example, previous topics have included:

• 'An investigation into the interrelation dynamics of Chinese cultural values and consumer preferences in store image attributes'
• 'The effect of country stereotyping on UK consumer attitudes towards contemporary Indian High-Fashion'
• 'Building competitive advantage within the Turkish apparel manufacture through Value Chain configurations'

Dedication

15 months, full time (4 terms).