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FASHION MARKETING AND MANAGEMENT

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Photographer : Pisut Srisuwan / James Pisuto Gallery //Styling : Faikaoroy Onwaree Kochorntrakoo //Makeup & hair : Cheewarat Khomkhum //Model : Casper / La Vie Model Management , Lera / A1 MODELS //Clothes : The Boy In The Striped Pyjamas by Pichaya Tiblangka,
Course Overview

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The course exposes students to countless opportunities in the fashion industry. It is tailored to blend creative fashion knowledge with business, marketing and contextual studies. Students learn about buying and merchandising practices as well as conceptualising and developing effective brand management strategies to execute advertising and promotional activities. They study how product, customer and market forces interact and get an introduction to the new challenges, technologies and issues facing the fashion industry.

Career Opportunities

  • Brand Manager
  • Product Development Manager
  • Public Relations Consultant
  • Fashion Merchandiser / Buyer

  • Fashion Stylist

  • Fashion Editor

Diploma in Fashion Marketing and Management

(Duration : 9 months)

? Colour Theory and Design Principles for Fashion

This module is designed to provide the student with the knowledge and skills through practical exercises, lecturers, demonstrations and examples to enable them to identify and apply the basic theories of colour and design elements and principles. Students will have to successfully complete practical exercises and integrated projects in order to complete this module.?

? Marketing Foundation

To provide participants with the basic principles of marketing in the context of fashion retail industry through practical exercises, lectures, demonstrations and case studies. The primary scope is to cover all foundational concepts of fashion marketing management, so that the students are able to grasp other advanced modules in their program successfully. Students need to accomplish tasks such as an assignment, an integrated project and examinations in order to complete the module.?

? Fibres and Textiles

The module provides an extensive coverage of textiles knowledge, starting from the original source of plants to the synthesis of chemicals to produce fibres. It allows the students to analyze the different types of fibres, yarns, construction of fabrics, knitting, weaving, dyeing, printing and many other techniques that are available in the textile industry.

? History of Costume 1

This module is designed to introduce the student to the development of costume throughout the major historical periods and will provide students with the ability to understand and identify the main characteristics of silhouettes, textiles, accessories for each period.

? Computer Graphic Skills FMM

This module will introduce the basic techniques of computer graphic skills of Adobe Indesign, Illustrator, Photoshop and explore the relationship between type and pictorial images for visualization and communication. Student will develop an understanding of the basic design elements and principles, page composition, photo-retouching, visual weight, appropriateness, consistency and the basic use of typography to create multiple pages of fashion design layout document.?

? History of Costume 2

This module is designed to introduce the student to the development of contemporary fashion beginning with the Baroque Period through to the end of the 19th century and will provide the student with the ability to understand and identify the main characteristics of silhouettes, textiles and accessories for each period.?

? Academic Research and Communication Skills

This unit covers key aspects of research and communication studies in academic contexts relevant to students of design and marketing. Students engage in collaborative learning activities throughout the term in order to develop their teamwork skills. Students learn to locate, understand and critically evaluate information from books, journals, the Internet and primary sources in order to do effective research. Using these sources of information, students then produce an extended piece of analytical writing and give oral presentations to their peers. Skills in doing primary research (i.e. conducting focus groups and surveys), accessing and evaluating information, paraphrasing, using established referencing systems, applying the principles of effective communication and the professional presentation of documents are all covered during the module.

? Technical Drawings (Garment Typology)

This module is designed to provide the student with the knowledge and skills through practical exercises, lecturers, demonstrations and examples to enable them to apply the basic skills of technical drawings to communicate design ideas and construction details. To identify and apply the vocabulary of classic garment shapes their variations and key garment styling and details. Students will have to successfully complete practical exercises and integrated projects in order to complete this module.

? Digital Photography

The module aims is to provide students on the foundations of digital photography. Throughout these topics, students will be taught the importance of photography as an important visual element of communication as a medium of expression. This module will also encompass; photographic vocabulary, framing, composition, “rule of thirds”, lighting, texture, pattern, lines, depth of field, perspective, space and color. Students will be expected to demonstrate an ability to use the digital media and tools competency in their final photographic project.?

? Fashion Marketing and Merchandising

This module introduces the student to the Fashion Marketing & Merchandising Concept and further clarifies the Marketing Mix from a Fashion Industry perspective.?

? Market Research

This module introduces the students to the basic elements of market research for strategic decision making. Students will learn how to develop a research project through the selection and application of appropriate quantitative and qualitative research methods.?

? 20th Century Styles and Trends

This module introduces the student to styles and trends of the 20th century and the social, political, cultural events and style arbiters that have shaped and influenced fashion from the haute couture to ready to wear.

Advanced Diploma in Fashion?Marketing and Management

(Duration : 15 months)

? Introduction to Brand  Management

This module introduces the concept of Branding by examining the process of how to build sustainable and credible brands that suits consumers needs and wants and resonates with their desires. The subject examines the brand building process and branding strategy options to build emotional connection with consumers establish and sustain compelling market position and differentiate the brand from its competitors.?

? Integrated Fashion Communication 1

This subject focuses on taking a strategic approach to creating and managing today’s Fashion Marketing Communication strategies. The subject provides a practical framework for the design, implementation and evaluation of strategic options for business. Students will develop an understanding of marketing planning and the principles of an Integrated Marketing Communications Strategy using Multi-Media Platforms.

? Buying Principles

To provide students with the knowledge and skills through practical exercises, lectures, demonstrations, case studies and examples to enable them to be exposed to the major functions of fashion buying. Understand the important of logistics and merchandise strategy through all veins of the retail operations. Planning the merchandise mix, merchandise classification, assortment planning, and pricing are to be closely studied. Students will have to successfully complete an assignment an integrated project and examinations in order to complete the module.?

? Product Development

To provide students with the knowledge and skills to study the pre-production processes of apparel product development from planning through forecasting, fabricating, developing silhouettes and specifications. From this module the student is expected to comprehend an overview of the creative and technical processes involved in product development within the context of retail business environment. Students need to work on an assignment, an integrated term project and examinations in order to complete this module.

? Fashion Coordination and Promotion

A module designed for the students to create, produce and participate in a Fashion Show or Fashion Event. The module involves the coordination of all aspects of sales promotion activities that may be used by a manufacturer or a retailer. It also includes discussions on consumer profile, customer awareness, wardrobe planning and selection. Basic techniques needed for the visual presentation of fashion through fashion show production and promotion will be explored. Students will have to complete an integrated project commissioned by an industrial partner.?

? Consumer Behaviour

To provide students with the knowledge and skills to understand the fundamental factors that influence consumer behavior, their choices and purchasing decisions.

? Human Resource Management

The purpose of this module is to introduce students to the principles and practices of Human Resource Management as applied to a small company.

? Financial Management
 
? Visual Merchandising

To provide students with an understanding of the history of modern retail environment and its development and practical knowledge of Visual Merchandising techniques. Students will understand store layouts, fixtures & fittings, mannequins, lighting, display principles and in-store merchandising systems.

? Global Supply Chain Management (Fashion Buying)

To provide participants with the knowledge of basic principles of logistics and supply chain management in the context of fashion retail industry through practical exercises, lectures, demonstrations and case studies. The primary scope of this module is to understand the role that supply chain management plays in creating competitive advantage for fashion retailers in providing ‘’ the right product at the right time to the right consumer’. Students need to accomplish tasks such as an assignment, an integrated project and examinations in order to complete the module.

? Sensorial Marketing

This module will provide students with powerful tools in order to develop sensorial marketing strategies in fashion. Students will understand the variations in sensory perception and be able to adapt the texture, colors, fragrances, shape, assortment, and overall brand experience to every local market and fashion consumer. They will also have the needed knowledge to predict consumers’ purchasing behavior and assess the commercial appeal of a new product or fashion brand.

? Fashion Journalism

This module introduces the students to the basic techniques of fashion journalism. Students will learn the skills of visual communication, styling, forecasting, trend-analysis and tribe-spotting and will explore a range of techniques to communicate with various audiences. Students will learn how to develop original messages through different media formats, such as magazines, television and internet.?

? Fashion Marketing Project 1

This module introduces the student to the development and implementation of a business plan. Student teams will have to present business ideas concerning user needs and/or market opportunities related to the fashion industry. They will have to assess the feasibility of the ideas and transform them into entrepreneurial proposals.

? Fashion Marketing Project 2

The aim of this module is to help the students consolidate the different sections of the business plan developed during Fashion Marketing Project 1. Each student team has to bring the brand to life through a tangible execution of the business idea and finalize the business plan and present it to a panel of industry experts.?

? Industrial Attachment

This module aims to provide students with the opportunity to gain real-world industry experiences and professional practices in their chosen discipline. It allows students to establish connections, develop useful contacts, and gain industrial skills and an overall perspective of the discipline. The industrial attachment is intended to enhance students’ educational experience and prepare them for their careers.

Bachelor of Art (HONS) in Fashion communication

(Duration : 1 year)

? Project Research

The major project research document is a written report. The proposed study is self determined with tutorial guidance and is explored in relation to market research of target audiences and in the context of contemporary design influences.

Students are required to demonstrate a mature and realistic response to a Fashion Communication Concept in the contemporary design world. This written document informs the design development of the student’s final project. It should be no longer than 4,000 words excluding appended materials, references and bibliography.

Assessment will be based on the outcome of a report which substantiates a self initiated proposal.

? Professional Practice In Fashion Communication (Portfolio)

The main focus of this module is to provide guidance in the collation of work presented in a portfolio that is necessary to visually communicate skills in the Fashion Communication arena. The content of this supports the students’ individual development, consolidates their skills attained and includes written, digital and visual material. An holistic approach is taken to preparing the students for showcasing their ability and increasing their employability. Delivery of this module is by practical studio and laboratory activity.?

? Concept Realisation And Promotion

This module requires the student to coherently apply skills and knowledge in order to realize and justify a Fashion Communication concept. They will explore, develop and execute a creative experiential presentation for a specific target audience. The project is self determined with tutorial guidance.

This module provides the opportunity for students to draw upon their previous experience of a range of practical skills in order to make appropriate, individual decisions in relation to a design outcome.

Delivery is by studio/workshop and computer laboratory. Assessment is by presentation of project outcome, promotional material and graduate exhibition.

? Fashion Communication

The aim of the module is to further investigate the roles and responsibilities of the fashion promoter through creative styling and use of lens based media and reportage. Students will be further encouraged to develop group work skills and to explore the roles which are necessary in successfully developing and realising a fashion communication concept. Students will be able to further advance their design and technical skills in digital image making (both still and moving image) and writing skills for press and other media. Students will undertake a self directed project which will include the use of visual reportage either for paper based publishing or TV journalism. Research and investigation of current practice in photographic trends, styling techniques and audio visual media presentations will be essential. Analysis of written word for promotion of Fashion Product will also be an essential element of the final presentation. Assessment will be by creating a visual or audio-visual outcome that expresses a fashion communication concept to a specific audience. Where possible the live projects and competitions will be considered. At staged times through the projects students will take part in both Self evaluation and Peer evaluation which will help them identify successful working methods and areas for future development. Shared discussion on processes will take placeat the end of the module. Summative assessment will be at the conclusion where all work will be critiqued against the module learning outcomes and assessment criteria. Written and verbal feedback will be given to students to identify areas of success and development to be considered for future projects.?

? Fashion Enterprise

The module encourages the understanding and application of business and management competences as applied to small business. Provides conditions whereby participants can test out business ideas and develop their skills and abilities by running a live business. The method is through participation in the Graduate Enterprise Programme, Lectures, seminars, directed and independent learning will be involved in the delivery of the module, Assessment is by (a) Group prepared Business Plan and Annual Report, plus (b) a Personal Log and Portfolio.

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