International Fashion and Retail Marketing MSc

• The nature, extent and purposes of research in marketing and marketing management.
• Research paradigms in researching areas of marketing.
• Research strategies for marketing and marketing management.
• Research designs, methods and approaches
• Research quality standards: establishing validity, reliability and generalisability
• Research instrument design and sampling.
• Research ethics.
• Research Data Management and Interpretation: collection, organisation, analysis, conclusions.
• Managing a dissertation research project.

The aim of this module is to enable learners to:

1. Design and implement a research project proposal using methodologies and methods appropriate to research questions and objectives within the field of marketing and/or marketing management.
2. Critically analyse and report research findings meeting academic and/or practitioner requirements of a marketing management research project.
3. Develop appropriate skills in preparing, implementing and managing marketing projects.

The following is illustrative of what the module will cover:

• International marketing and understanding the global environment
• Understanding market trends and opportunities for innovation and development   
• Cultural diversity and the implications for international marketing and communication skills
• Development and complexities of the international marketing strategies including the global supply chain
• Intercultural marketing communications
• Implementing and coordinating international marketing operations including market entry and exit strategies

This module is designed to provide students with a comprehensive conceptual and contextual appreciation of all aspects of international marketing – which are hopefully addressed but, in particular, we do consider heavily the all-important cultural issues and frameworks that impact on the entire process. 

The module complements the comprehensive conceptual and contextual appreciation of both buyer behaviour and marketing communications – but here in an international context.  

This unique module further underpins the study of marketing management and as such is another critical and fundamental element to this pathway. It links strategic marketing to corporate strategy, and the necessary strategic decisions required in a contemporary global marketing context.

This module aims to:

• Enable students to critically evaluate theoretical underpinnings that could be employed within the field of international marketing. To enable students to apply knowledge of contemporary international marketing strategies and techniques
• Encourage students to reflect on their own experience and practice as consumers and stakeholders in a global context
• Critically reflect on the changing nature of marketing in a global/international context
• Provide a strategic appreciation of contemporary international marketing

A programme of individual study and research project in accordance with established research principles involving the completion of the following elements:

Marketing Management Project

• Introduction and planning Marketing Management Projects
• Approaches to critically review literature and other sources of data for a marketing management project
• Justifying appropriate data collection methods
• Research ethics
• Undertaking a marketing management project
• Selecting data analysis techniques for a specified research strategy
• Techniques in forming conclusions and preparing implications and recommendations.

1. To provide students with an opportunity to propose justified solutions to a marketing problem.
2. To enable students to develop and apply their existing knowledge to a project and to enhance their ability to collect, analyse and interpret a range of sources of data.
3. To enhance students’ skills to complete a significant piece of research that embodies the ability to clearly communicate a marketing issue, plan and implement a research design and evaluate data in a comprehensive and cohesive project.

Key Themes:

The following is illustrative of what the module will cover:

• Drivers, challenges and outcomes of omnichannel marketing
• Omnichannel marketing strategy and planning for fashion and retail
• Merchandising and in store customer experience
• Building brands for international fashion and retail
• Customer journey mapping for fashion and retail
• Marketing communication tools, media, content
• Social media marketing for fashion and retail
• Omnichannel controls and metrics
• The buying process within the fashion and retail industry
• The connections between marketing, sales, user experience, product quality, retail outlet, purchasing, after-sales, brand & customer loyalty
• Understanding customer service and stakeholder relationships

1. To enhance students’ ability to design and implement omnichannel marketing communication plans and strategies.
2. To explore how omnichannel marketing communications achieves a seamless customer experience and personalised customer journey.
3. To examine the use of customer data and data management to enrich omnichannel marketing communication tools, media and content.

The module will cover the approaches to sustainability and ethics in the fashion and retail industry. The content will cover:

• Sustainable fashion and retail practices
• Ethical and responsible supply chain management
• Consumer behaviour and awareness
• Circular economy in the fashion and retail industry
• Innovation in sustainable fashion and retail
• Global perspectives on sustainability
• Sustainable materials and processes
• Fast fashion and its impact on sustainability
• Ethical production practices in fashion and retail
• Sustainable business models
• Measuring and reporting on sustainability
• Case studies of sustainable and responsible fashion brands
• Equality, diversity and inclusion within fashion and retail
• Crisis communications and management in response to ethical failures 
• Manage sustainability risks in the supply chain
• Understand the concepts of sustainability and ethics and their application to the fashion and retail industry

• Identify and address ethical challenges in the fashion and retail industry
• Develop and implement sustainable business models
• Communicate sustainability and ethics to consumers
• Measure and report on the sustainability performance of a fashion or retail business

The module will engage students through the use of lectures and seminar discussions. These will explore key themes and topics so that students may develop and enhance their knowledge, comprehension, analysis and application of marketing concepts, tools and theories within international and cultural contexts. 

These themes and topics may include, but are not limited to:

• Historical and cultural evolution of the global fashion and retail industry
• Cultural influences on fashion and retail
• Cultural diversity and its impact on fashion trends
• Cross-cultural communication and marketing strategies
• Cultural appropriation and sensitivity in fashion
• Consumer behaviour theories
• Psychological theories influencing consumer behaviour
• Sociocultural factors affecting fashion and retail choices
• Decision-making processes in fashion consumption
• Understanding target consumers (traditional and digital)
• Examining data to gain insights and general data analysis

• To provide a knowledge of consumer’s psychological processes within international fashion and retail contexts.
• To develop awareness of the importance of understanding these psychological processes when developing marketing campaigns for fashion or retail.
• To explore the theoretical concepts underpinning the consumer behaviour processes and different cultural perspectives and influences.
• To explore a range of contemporary themes within international fashion and retail and consumer behaviour.

The aims of this module are to:

1. provide a critical understanding of the theories, concepts and frameworks relating to online consumer behaviour in different contexts;
2. enable an advanced critical understanding of the various factors which influences online consumer behaviour;
3. develop and evaluate different Customer profiling and customer journey mapping techniques
4. facilitate the critical application of customer journey maps and personas to different contexts.

This experiential learning module is normally negotiated as part of an overall programme of study. It supports the development of work-based solutions to real-world organisational challenges.

This module is offered as an option within a programme. Students interested in this option will work with placement coordinators / tutors to match their knowledge and skills to an appropriate placement or organisational context. As the number of placements may be limited, students will have to apply and be selected to undertake the module. This is to ensure an appropriate match between student, placement provider and project.

If students are already employed then it may be possible to use their existing employment as long as they are able to meet the requirements of the assignment, and providing the placement is approved by the placement tutor.

International students' ability to undertake this module will depend on their CAS/Visa status, and information will begiven in the module induction.  

Indicative content:

• Employability and career planning;
• Writing an effective Curriculum Vitae, application and cover letter;
• Interview techniques;
• The distinctive nature of experiential learning and personal transferable skills e.g. negotiating skills, influencing skills, team working, managing self and others;
• Health and safety procedures in general; general workplace integrity; placement requirements;
• Business awareness, roles, responsibilities, stakeholders, strategy, networking, organisational context, culture and expectations
  etc.
• Acting sustainably in the workplace;
• Becoming a Citizen Student;
• Self-assessment of needs: identification of the range of transferable skills, competencies and attitudes employees need and employers expect graduates to possess;
• Devising a strategy for integrating into the workplace and work-based teams;
• Learning effectively in and from the workplace;
• Critical analysis/evaluation of approach to skill development and performance in the workplace.
  Formulating an industry placement research/project rationale, focus and strategy;
• Project Management skills – scoping, planning, minimising risk, stakeholders, resourcing, monitoring and evaluation, project closure;
• Report writing skills;
• The characteristics of the self-reflective practitioner;
• Approaches to critical reflection and performance;
• Details including the project focus, rationale and aims and proposed outcomes of the project are to be specified in the Learning Agreement; 

This module is designed to enhance the student’s professional practice and provides a framework for the approval and accreditation of experiential learning activities undertaken in the context of a placement or organisation. These may take the form of discrete, identifiable projects or may be specific areas of learning that involve engagement with a wide range of work related activities. From an organisational perspective it may provide the opportunity for a student to engage in innovative and strategic developments for, and negotiated with, the organisation and module team and which may impact policy, procedure and practice from the projects they undertake and the artefacts they may produce.

As such, this module aims to enhance students’ prospects of gaining highly skilled graduate level employment through engagement with a university approved work placement, which will enable them to:

• develop and enhance professional level working practices;
• enhance their work readiness and employability prospects through development of high-quality transferable skills;
• create positive workplace/business impacts;
• reflect critically on their approach to, and performance in, designing and implementing organisational projects/tasks.