Digital and Sustainable Marketing Strategies for Fashion

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how different organisations, communities and individuals employ inclusive, ethical and sustainability practices to address current and future challenges related to fashion marketing and branding.

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• Apply contemporary digital content creation skills to compile a professional output relevant to fashion marketing and branding in a global context.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Design and create an assessment output that demonstrates creative problem-solving and effective communication techniques

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Use inclusive, ethical and sustainable practices to design and evaluate an assessment output evidencing project management techniques and research methods

This module explores contemporary and innovative digital marketing strategies, trends and innovations employed by global fashion brands, underpinned by the application of relevant theories, models and frameworks. You will identify how successful digital marketing strategies enable fashion brands to grow and develop, and explore and identify key digital consumer behaviour trends and issues. The module will explore key themes such as

• Digital strategies, trends and innovations
• Experiential and immersive marketing strategies
• Existing and emerging digital distribution channels
• Consumer trends and customer relationship marketing

Sustainable and ethical practices within the global fashion industry underpin this module and will be explored in depth. There will be a focus on how digital marketing strategies and technology can be used to support and communicate ethical practice and sustainability within the industry, and the module will examine contemporary and innovative strategies and practices such as

• Sustainability and ethics in the digital age
• Sustainable and ethical supply chain management through innovative digital technology
• The circular economy and digital technologies
• Communicating sustainable and ethical practices

Communication is fundamental to successful brand positioning and growth, and relevant and compelling messaging and brand stories are key elements of a communications strategy. You will explore innovative digital communication strategies and media successfully employed by global fashion brands, including the strategic use of social media, and campaign and audience development. Indicative content includes

• Growing and engaging an audience through digital media
• Developing a digital media plan
• Creating digital media campaigns
• Using data driven audience and campaign insights to optimise digital media campaigns

Examination of these topics will be aligned with your other semester 1 and 2 modules which focus on contemporary fashion marketing themes, trends and case studies.

Teaching methods include:

• Lectures
• Seminars
• Interactive digital workshops
• Practical activities
• Case studies

Learning methods, including independent learning during non-contact time, include:

• Reflection on feedback
• Group tasks
• Independent research and investigation
• Peer group learning and peer assessment tasks
• Class discussion and debate
• Student presentations

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

In-class activities

• Assessment Type: Formative
• Feedback: Feedback and feed-forward will be given on the in-class activities throughout the semester
• Final Assessment:
• Group Work: Yes

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.