BRIEF

Module Title: Digital Marketing, Branding and PR

Programme: BA (Hons) Fashion Business and Promotion
Level 4

Module Code: FAS4020

Module Leader: Lindsay Pressdee

Module tutors: Sophie Johnson

Credit value: 30

Assessment Weighting: 100% coursework

First Attempt (where the full range of marks is available)

Resit and Final Attempt (The maximum mark that can be achieved is 40%)
Late Submissions and Extensions:
Students with BCU student support statement:
Please discuss your submission with your tutor and
make a note of your submission date and time here:

Date:

Time:

Late submissions and extensions:

Submissions received after the stated deadline will be capped at 40%; Submissions can still be received
within 5 working days and capped at 40% but if handed in after this graded at 0%, unless an Exceptional
Extenuating Circumstances claim is upheld (extension given).
Extenuating Circumstances (EC) claim forms and guidance notes are available to down load from i-city;
claims must be made 7 days prior to the submission date or directly after hand in if issues arise on the hand
in day. In all cases clear evidence to support the claim will be needed.

Module Aims :
To learn about the marketing and communication of fashion brands
To develop skills in investigating a brand
To evaluate the opportunities for a brand and apply a marketing strategy
Indicative Content
Consumer analysis
Brand identity
Marketplace segmentation
Marketing Mix
Media Platforms
Product Portfolio
Commercial
Strategies Tools and Framework to assess business
Brand communication
PRMarketing technology

The Project - Digital Marketing, branding and PR in the fashion Industry

Image is everything; creating, maintaining and communicating this to consumers is vital to any
fashion brand. This encompasses digital marketing, branding and PR.
Branding is establishing a clear and distinctive identity and personality for a brand. Marketing is
communicating this to the consumer through a range of platforms, and building and maintaining
relationships with them. Fashion public relations (PR), is focused on gaining press and media
coverage to promote the brand.
When working together they can create exciting, dynamic, innovative brand and marketing strategy,
which allow new brands to catapult into success, established brands to maintain consumer interest,
or grow their market share.
Your challenge is to select an existing brand that has the potential to improve. Through thorough
investigation of the brand, you will need to analyse their brand and improve their profile and sales
through branding, digital marketing and PR.
You will formulate a branding, digital marketing and PR strategy, to boost the brand. This could
include raising the brand profile in to reach a new consumer, or entice back lapsed consumers,
increase customer spend, re-position your brand to attract a new customer, orre-enforce the brand
ethos.

Assessment Outcomes:
1. Marketing and Branding reportfor your chosen brand, 3000 words -

50%

Learning Outcomes
1.Investigatethe industry in relation to the brief
2. Applyappropriate techniques to develop and communicate ideas through to final outcome
3. Constructand innovative concepts for a specific market in response to the brief
4. Evaluatethe proposed strategy and effectiveness within a commercial context

ASSESMENT OUTCOMES GUIDELINES

PART 1.Marketing and Branding Report - 3000 words
Submitted digitally on Moodle, created in InDesign and saved as a PDF document.
INVESTIGATE your chosen fashion brand, research thoroughly into the brand and current history
and marketing activity.
EVALUATE the opportunities within your chosen brand, to improve sales through the digital
marketing, and PR .
Your marketing plan should have the following structure
Title page, name, date, project title, page numbers
Contents page
Introduce the fashion brands background and history, giving detail of product, price, place,
promotion

-Identify the brand message and image through an investigation into the brand touch points.
Target consumer a minimum of two existing consumers and possible new proposed consumer
with reasoning why
Brand adjacency map of existing market place with 5 key competitors
-Research your key competitors marketing strategies, and compare
SWOT analysis of your chosen brand to identify and justify your proposed strategy
Finally - Evaluate your findings and identify a new opportunity for the brand to improve its branding
and marketing strategy, and connect this with your new target consumer.

MARKETING STRATEGY BOARDS: (minimum of 4 x A3visual boards to include

concept board, timeline, marketing collateral, and budget & evaluation)
BOARD ONE CONCEPT MOOD BOARD: Research inspirational marketing and PR strategies,
to inspire and your own strategy, using visuals and key words.
BOARD TWO TIMELINE BOARD: Construct a 6 month digital marketing and PR strategy.
When will it be launched and how will this build up to launch and continue after - over a period of 6
months, considering key events relevant to the brand your proposed consumer.
Outline your marketing budget, and analyse the cost considerations for your proposed marketing
plan.
BOARD THREE& FOUR MARKETING COLLATEROL:Mock up of how your digital marketing and
PR campaign will appear and apply your branding to this.
Which could include: social media platforms, digital and printed marketing materials and any
promotional advertising, PR mock ups, and any events that you may propose.
(THIS COULD EXTEND ACROSS MULTIPLE BOARDS)
Reference all sources of imagery and written material used.
Consider the layout, design and presentation of your marketing report and boards and the use of
your chosen brands logo and identity throughout.

Reading List
Definitive
POISNER, H (2011) Marketing Fashion (portfolio), Laurence King
Resources
AMBROSE.G, HARRIS .P, (2007) The Layout Book. AVA Publishing
ARNOLD,CHRIS (2009) Ethical Marketing &The New Consumer, John Wiley & Sons
EASY,MIKE (2008) Fashion Marketing third edition, John Wiley & Sons
LEA-GREENWOOD,GAYNOR (2013) Fashion Marketing and Communication, Wiley
LINDSTROM, M (2010) Buyology: How Everything We Believe About Why We Buy is Wrong,
Broadway

MACMILLAN,SCOTT, DAVID MEERMAN (2013) The New Rules of Marketing and PR, John Wiley &
Sons
MOORE,GWYNETH,(2012) Fashion Management, Fashion Promotion, Bloomsbury
SAMARA. T, (2005) Making and Breaking the Grid,
SHAW,MARK (2012), Copywriting: Successful Writing for Design, Advertising and Marketing, 2nd
edition. Lawrence King
UNDERHILL,P (2009) The Why We Buy, Simon &Schuster
WANG,SAHOQIANG (2013) Fashion Exposed, graphics, promo, advertising, PromoPress
YURCHISIN,JENNIFER, JOHNSON,KIM (2010) Fashion and the Consumer, Burg Publishers
Websites
www.whynotassociates.com - Strong examples of branding and layout design
www.brandrepublic.com -Brand Republic is an online hub for Advertising, Marketing, Media and PR
www.cim.co.uk The Chartered Institute of Marketers
www.economist.com Free updates on politics and economics affecting business globally
www.fashionera.com Great site for fashion history
www.infomat.com Access 350,000+ international designers, showrooms, fashion products etc.
www.londonfashionweek.co.uk the UK designer show site
www.vogue.com Possible to enter into all foreign titles for latest fashion news
www.bussinessoffashion.com fashion business new website
www.drapersonline.com online fashion trade press
www.trendhunter.com online trend resource
www.ecouterre.com sustainable fashion website