1.19 fashion management

This document is available within the module learning zone (FBUY3001 Advanced Fashion Marketing).

Use this module handbook in conjunction with current versions of the Fashion Management programme Handbook 2023-24. This can be found on your course learning zone.

Please take time to read and understand this important handbook. Your module leader will expect you to submit proof that you have done so.

This module will run over 1term (condensed teaching). The module will focus on the process of research to help create a businesses marketing plan for a fashion business. The module explores the research requirements needed to allow you to arrive at your findings through use of primary and secondary research. Academic theories and business frameworks are taught to underpin your work and help you give recommendations for the final outcome.

The module will be assessed through a 3000 word report and 10 minute pre-recorded verbal powerpoint presentation. The project will be briefed in week 1 for you to begin your research for this assignment.

There are several formative feedback opportunities to help you gain feedback in tutorials, seminars.

You must attend all scheduled sessions on your timetable, and you are expected to read around the subject in your own time to develop your understanding.

· Sessions are timetabled to be 1 hr lecture followed by a 2-hour seminar session where we will explore in detail the lecture content and develop critical thinking skills.

· Students are expected to take an active role in session and complete pre-session activities if given.

· Tutorials are planned to support individual development.

· All sessions will promote your engagement in discussion and exploration of industry practice and future considerations of good working practice.

· You are expected to communicate with your module leader and tutors to build your confidence in questioning.

· You are expected to keep up with the pace of the module by checking your schedule and bringing expected work, where indicated for the sessions.

Assignment will be briefed in detail in week 1

This is the summative assessment worth 100% of the module mark.

There will be an opportunity for you to hand in some work for formative feedback in

week 6 – 10th November 2023 at 12 midday.

This submission will consist of:

Contents page

You have the opportunity to gain feedback on your project through formative feedback, 1) You can submit 1 of the following 3 analysis models:

· PESTLE analysis

2) An overview of the findings in a few paragraphs below it.

3) Evidence of a reference list

Then print this out and bring it to your class in week 7. You will swap your work with a friend and you will mark each-others work and gain advice from me.

THIS DOES NOT GO TOWARDS YOUR FINAL MARK. IT IS TO HELP YOU UNDERSTAND WHAT IS REQUIRED FOR THE BRIEF.

The purpose of the formative hand in is to ensure that you have thoroughly researched into the submitted model, you are writing in a critical and academic style. It is essential that you reference your work in Harvard style with reputable citations within your work, and there is an opportunity here for this standard of your work to be checked.

At the end of this module students will be able to:

(Anouska Jones 2023)

Rationale:

Marketing plans need to be created annually to give a strategic direction to a business for the year ahead or longer.

There have been many challenges for fashion businesses over the last 3 years. The businesses that looked ahead and adapted to the innovations within the changing market, managed to survive. Whereas many already struggling businesses, ended up going into administration.

Task Requirements

The module requires you to develop a marketing plan for a fashion retailer/brand of your choice. You must take into consideration the impact of the past 3 years and the current macro environmental factors that will have impacted the business. Research, analyse and propose how your brand of choice needs to adapt their marketing plans for the future. Take into consideration the current macro environmental forces (in a PESTLE). The current situation of the business along with the market. Look at what marketing campaign strategies the business needs to put into place to be innovative, remain ahead of the competition and how they need to communicate appropriately to its customer in the short-term, mid-term future and long-term future

Find a brand/retailer that has either:

· Lost market share

· The sales are down

· The brand has had bad press which has affected sales

· You feel that it is looking tired and needs a new strategy to improve the customers perception post Covid-19

Create a marketing plan written report. You may include visuals, charts, diagrams, text and infographics if you wish. This should be written professionally presented in an academic report format.

The word count is between 5000 words (+/-10%).

All teaching on this module relates to the marketing planning process, so you will understand each stage that is required within the project from your lectures and seminars throughout term 1.

This module has its own Blackboard ‘shell’ online that can be accessed from both the University’s intranet and externally via the internet. The shell contains all module information and learning materials, in a downloadable and editable format, that you will need to complete the module. Blackboard is also used to inform you of relevant current developments on the programme, via emails and announcements.

Relevant tutor-led teaching material, that may include seminar and workshop sessions, demonstrations and lectures will also be uploaded in accessible formats that will easily enable you to use them as part of your learning. Where appropriate, relevant material will be uploaded at least 48 hours in advance of sessions to help your preparation.

This resource list recommends essential reading to help you in refining your learning. You are expected to access the library and search out literature that will help you build knowledge in the fashion subject area.

As a general guide you may want to investigate or consider the following methods:

The Linear Approach – Writing down the key points from the tutor in a chronological order, making sure you are not just writing down verbatim what the tutor is saying.

The Outline Method – Organising your notes into subjects, sub-subjects and so on. You may wish to use numbers or letters to organise your notes on the page.

The Mind Mapping Method – This is a visual method of linking main topics with sub-topics and organising the information.

The Flow Method (visual note taking) – This method is preferred by students with visual minds and is a skill that needs to be developed. Notes are taking by interpreting the learning content through a series of words, boxes, visual cues, and arrows to link to ideas.

Write on the Slide – You will be able to download tuition material from Blackboard before the session. You may find it easier to print or download the material, such as slides before the session. Here you can write your own notes during the session.

All lectures will be captured on DMU Replay and uploaded to the Blackboard shell. This is for your recap. You are expected to attend all sessions. Statistics show that there is a substantial fail rate for students who do not attend all lectures and taught sessions. Some sessions will not be recorded. It is easier to understand material when engaged in a live session and is important for your progression that you create your own notes.

Managing your Notes

Making notes is only part of your learning process. It is important that you revisit and understand your notes. Please fill out the following document after each taught session. This word document can be found on the Blackboard shell under learning resources.

Key points, questions, visual cues: Using the notes from the session, draw out and list the key points and questions from the session.

Summary of session: In your own words summarise what the learning was about.

How this learning relates to my other modules: Think broadly as to why the content is relevant or would be of benefit on future projects and learning experiences.

You are encouraged to keep this document with your original set of notes from the lecture. If you reverse the steps, your notes from the lecture should make sense to you and help you to absorb more information on the topic.

When you are awarded a grade or mark for your summative assessment this will indicate a level of performance that can be monitored against the criteria in the Mark Descriptors for Undergraduate Awards. These descriptors are inter-related: with regard to marks of 40 and above there is an assumption that in awarding marks in one band work will have met the requirements of the previous band; with regard to marks of 39 and below there is an assumption that in awarding marks in one band work will NOT have met the requirements of the previous higher band.

When marking an individual piece of work there is an expectation that it will clearly demonstrate most of the criteria within each band. Markers are encouraged to use the full range of marks from 0-100%. They will signal excellent responses to the assignment task by awarding marks above 70% and marks above 80% will be used to indicate outstanding work. Conversely, marks below 40% will indicate a Fail grade (shown in the mark descriptors by the dark grey shaded boxes) and will be awarded for responses that fail to demonstrate a satisfactory achievement of the assessment’s learning outcomes. For example, an answer that indicates a complete ignorance of the relevant subject content will fail, even if it is presented in the correct format.

Modules generally use a range of assessment methods designed to monitor your progress and to find out whether or not you have achieved the intended module learning outcomes. You should note that the marking criteria will be adapted to suit the requirements of particular assessments. It is your responsibility to ensure that you understand the criteria being applied in any particular assessment and to seek clarification from your tutors if necessary.

All work submitted for assessment will be marked by a ‘1st marker’ and a selection from all grade bands will be moderated by a ‘2nd marker’ from which a final grade will be agreed. If there is a difference greater than 5% between marks, a 3rd marker will be asked to review the work. Marks and feedback will be returned in a maximum of 20 working days in accordance with the DMU Assessment and Feedback Policy. All work will be marked by the programme team against the assessment criteria and grade descriptors. All grades and comments are to provide feedback and guidance to students, grades will only be finalised once approved by the external examiner and ratified by the Academic Assessment Board. Detailed grade descriptors to be found on the following pages. The external examiner will review a selection of student work at level 5 and 6 to ensure the quality of outcomes and assessment is comparable with that across the sector.

The formal process of assessment is quite a lengthy process and submission of your work is the most essential part of it. You will give work in for assessment when detailed for each module. This will be during the term / semester and at the end of the year. If the work is a summative assessment, then, in simple terms, the process works like this:

• You give in work for assessment related to specific projects/titles/tasks.

• The work is assessed and given a mark by a tutor.

• Other tutors, normally involved in the same subject area, will then either also assess it and give it a mark and/or will moderate a sample of the work submitted (usually not less than 10% of the work).

• During this period, you should receive some direct feedback about your work from your tutor. This feedback can be verbal or written. (Note there is a 20-working day turnaround time for tutor marking & feedback in accordance with the DMU Assessment & Feedback Policy).

• The tutors involved discuss their marks and agree on what the final marks should be.

• These marks are given to the External Examiner to review in connection with a sample of the work produced on the module.

• The tutors involved discuss the marking with the External Examiner.

• They agree what the final marks will be.

• The agreed final marks are submitted to the Programme Assessment Board.

• The Programme Assessment Board approves (ratifies) the results for all the modules within the programme.

• You get your official results from the University after this process is complete.

Feedback

The feedback from your assessments could be provided in a variety of formats, depending on the type of assessment activity.

Note that formative feedback is information giving and summative means final and assessed work. Formative opportunities are planned to provide you with the best opportunity for success. It is essential that you fully engage with these opportunities.

The most common method used by the programme team will be written feedback in the form of an assessment sheet and rubric. This will be available on your marks tile where work is marked on Blackboard. All feedback and grades will be returned to you in a reasonable time period, no more than 20 working days after the submission date. Feedback will be given back at the earliest opportunity if it will have an impact on the progression of any on-going projects.

Anonymous Marking

The University has introduced the requirement to anonymously mark all assessment work. However, it recognises that, for some forms of assessment, anonymous marking is not possible or appropriate. Following prior consultation between students and staff on your programme, it has been agreed that all assessment projects will not be marked anonymously as:

• it comprises individually distinct design and/or written work, typically characterised by studio or workshop teaching, where your tutors will work closely with you to develop your work for submission. This submission cannot be marked anonymously as the work will be individually identifiable by your assessing tutor(s). Examples include submission of project/portfolio work in art and design subjects, creative writing, some dissertations, etc. • it comprises individual or group work, which is presented to, or observed by, the assessing tutor(s). This work cannot be marked anonymously as the work will be individually identifiable by your assessing tutor(s). Examples include practical, performance and oral presentations, viva voce, etc.

• it comprises individual or group work, which is presented to, or observed by, your peers. This work cannot be marked anonymously as the work will be individually identifiable by your assessing tutor(s). Examples include practical, performance and oral presentations, etc.

• it comprises assessed work designed to provide you with formative feedback which develops skills fundamental to your discipline and which takes individual account of the development of your learning, identifying specific areas for improvement. This process requires tutor(s) to be aware of your performance in other assessments and so this work cannot be marked anonymously. Examples include Level 4 assessments in some subjects, some successive digital work, continuous assessment, etc.

Submitting Coursework

Applications for extension of coursework submission deadlines:

Please refer to the guidance provided in the Fashion Buying Programme Handbook.

Applications for deferral of formal examination and coursework:

Please refer to the guidance provided in the Fashion Buying Programme Handbook.

Submission of coursework and late submission penalties:

Please refer to the guidance provided in the Fashion Buying Programme Handbook.

The University’s regulations regarding the loss of digital data and how it relates to project submissions and extensions are outlined in the Fashion Buying Programme Handbook.

What constitutes failed work and what the arrangements are for resubmission?

Please refer to the guidance provided in the Fashion Buying Programme Handbook.

What happens if I have IT issues with the production of my work?

Note that problems with information technology (loss of data, printer failure, etc.) will not be accepted as justification for an extension.

It is essential you get into good and ‘safe’ habits with regard to computer work by ensuring you make regular back-ups of work and by ensuring that you do not leave printing until the last moment; note that printer queues become very large prior to assessments – inability to print work by published deadlines is not a valid reason for a coursework deadline extension. Please ensure you understand this issue in relation to all your work that involves some form of digital production.

Module Questionnaire

Your feedback helps guide the choices the University will make.

Your opinions are essential to ensure that we provide every student with the best possible education.

The Module Level Feedback (MLF) survey is one way we gather student feedback on your teaching and learning experience.

The feedback you give us via the MLF helps us to meet your needs at module level as well as programme level.

It lets us know what kind of enhancements will mean the most to you during your time here.

This survey is confidential and administered online; you will be invited to complete this before the end of your module.

The questions ask you to evaluate your teaching and learning experience for each module you take on a five-point scale from:

‘Definitely Agree’ to ‘Definitely Disagree’. Questions cover the following topics: • Teaching • The learning environment • Learning outcomes • Assessment and feedback • Organisation and management • Learning resources • Overall learning / educational experience.

You will also have the opportunity to tell us about the module’s best aspects, what can be improved or what should be changed.