MKT3016 Fashion Marketing Module Handbook 2024-25 | MDX

Online Location of Handbook 

This handbook can also be accessed via My Learning through UniHub 

Other Formats Available 

This handbook is available in a large print format for students with any disability. If you would like a large print copy or have other requirements for the handbook, please contact CampusCentral via our AskMDX service. We can supply sections from this publication as: 

• A Word document with enlarged type —sent by email
• Printed copy with enlarged type
• Printed copy on non-white paper 

Other formats may be possible. We will do our best to respond promptly. To help us, please be as specific as you can about the information you require and include details of your disability. 

Disclaimer 

The material in this handbook is as accurate as possible at the date of production. You will be notified of any minor changes promptly. If there are any major changes to the module, you will be consulted before the changes are confirmed. Please check the version number on the front page of this handbook to ensure that you are using the most accurate information. 

Other Documents 

Your module handbook should be read and used alongside your programme handbook and the information available to all students on My Learning and UniHub, including the Academic Regulations. Your programme handbook can be found on the My Learning programme page for your course. 

The Module Teaching Team 

If you have any questions or concerns about the module, then contact Andrew Mackenzie at:

MKT3016 Assessment Scheme 

MKT3016 Formative Assessment 

Formative feedback will be provided during the seminars and lectures. This will include tutor feedback on seminar contributions and regular case analysis.

MKT3016 Summative Assessment 

Summative assessment consists of two assessment components selected to ensure students demonstrate an overall understanding of relevant concepts and techniques as well as the ability to apply them in appropriate contexts. 

The Two Assessment Components Are: 

• Group presentation(20%, 15 minutes) (Week 19)

Students are required to review a fashion brand and evaluate the impact of key trends on the brand's future. Marketing proposals should be put forward that enable the brand to exploit one major trend. This assessment will address Learning Outcomes 1 and 2 

• Individual report (80%) (2,000 words, Week 24). Students are required to compare and contrast the physical environment of two competing fashion retailers across a range of factors, including store layout, product presentation, atmospherics, visual merchandising and interior/exterior retail design. The analysis should suggest how theories/models of consumer behaviour might have been mobilised by the two fashion retailers and should conclude with theory-driven recommendations. This assessment will address Learning Outcomes 2, 3 and 4 

Assessment Weighting: Coursework 100% 

Research Ethics 

The teaching, learning, assessment and research activities undertaken in this module have been considered and are not likely to require ethical approval. 

However, please seek advice if undertaking the module entails carrying out any research activities involving human participants, human data, animals/animal products, precious artefacts, materials or data systems or social media. If you submit work that includes data gathered from or about people, this may be treated as academic misconduct and could lead to a failing grade being awarded. 

Research ethics approval seeks to ensure all research is designed and undertaken according to certain principles of ethical research. These include: 

• Primary concern must be given to the safety, welfare and dignity of participants, researchers, colleagues, the environment and the wider community
• Consideration of risks should be undertaken before research commences with the aim of minimising risks to those involved -i.e. human participants or animal subjects, colleagues, the environment and the wider community, as well as actual or potential risks to those directly or indirectly affected by the research.
• Informed consent should be freely given by participants, and only by a trained person when collecting or analysing human tissue.
• Respect for the privacy, confidentiality and anonymityof participants
• Consideration of the rights of people who may be vulnerable(under perceived or actual differences in their age, social status, ethnic origin, gender, mental capacities, or other such characteristics) who may be less competent or unable to refuse to give consent to participate
• For participants below the age of 18, parental consent must be obtained before the study.
• Researchers have a responsibility to the general public and their profession; as such, they should balance the anticipated benefits of their research against potential harm, misuse or abuse, which must be avoided
• Researchers must demonstrate the highest standards of ethical conduct and research integrity. They must work within the limits of their skills, training and experience, and refrain from exploitation, dishonesty, plagiarism, infringement of intellectual property rights and the fabrication of research results. They should declare any actual or potential conflicts of interest and, where necessary, take steps to resolve them.
• When using human tissues for research, the UK's Human Tissue Act and Human Tissue Authority (HTA) requirements must be met. Please contact the relevant designated person (DP) in your department or the HTA Designated Individual (DI).
• Research should not involve any illegal activity, and researchers must comply with all relevant laws 

You can apply for research ethical approval using the Middlesex University Dubai Ethics Form. The relevant forms, templates and guidance on the approval process can be obtained from the module folder on UniHub. Your module coordinator can provide further guidance. 

Learning resources Essential 

• Posner, H. (2024). Marketing Fashion: Strategy, Branding and Promotion, 3rdEd, Laurence King: London 

Recommended 

• Bickle, M. (2011). Fashion Marketing: Theory, Principle and Practice, London, Fairchild Books
• Barnard, M. (2020). Fashion Theory: A Reader, 2nded London, Routledge
• Jackson, T. and Shaw, D. (2017). Mastering Fashion Marketing, Hampshire: Palgrave Macmillan 

Additional Resources -Available from Middlesex University Library 
Trade Press 
Draper's Record (currently only available in print -not online) 
Journals 

International Journal of Retail & Distribution Management Journal of 
Fashion Marketing and Management 

MKT3016 Assessment 

MKT3016 Formative Assessment

Formative assessment is completed during your year of study and provides the opportunity to evaluate your progress with your learning. Classroom assessment is one of the most common formative assessment techniques, although other activities and tasks may be used. Formative assessments help show you and us that you are learning and understanding the material covered in this course, and allow us to monitor your progress towards achieving the learning outcomes for the module. Although formative assessments do not directly contribute to the overall module mark, they do provide an important opportunity to receive feedback on your learning. 

MKT3016 Summative Assessment

Summative assessment is used to check the level of learning at the end of the course. It is summative because it is based on accumulated learning during the course. The point is to ensure that students have met the learning outcomes for the course and are at the appropriate level. It is the summative assessment that determines the grade that you are awarded for the module. There are two assessment components in this module: 

• Group presentation (20%, 15 minutes) (Week 19).
• Individual report (80%) (2,000 words, Week 24). 

Before you submit your work for final grading, please ensure that you have accurately referenced the work. It is your responsibility to check spelling and grammar as all written assessments will assess technical proficiency in English. This means accurate and effective spelling, punctuation and grammar. Details of how it will be assessed will be provided in the marking criteria for each assessment, and the University's overall approach can be found within the Grade Criteria Guide in the University Regulations

 Reasonable adjustments will be made for those students who have a declared disability/specific learning condition that would affect performance in this area. If you have submitted a formative or draft assessment, you will receive feedback but no grade. The comments should inform you about how well you have done or tell you about the areas for improvement. All assignments should be submitted online unless specified in the assessment briefs. 

Feedback on your Assignments 

You will be provided with feedback on all coursework that is helpful and informative, consistent with aiding the learning and development process. The nature of the feedback shall be determined at programme level but may take a variety of forms, including: written comments; individual and group tutorial feedback; peer feedback; or other forms of effective and efficient feedback. Feedback will normally be provided within 15 WORKING DAYS of the published coursework component submission date.

Word Count:- 2000 words (+/- 20%)

Assignment Type:-Individual Repport

Assignment Structure and Format

Using the brand selected in the group presentation task, students are expected to build on this knowledge and undertake further investigation by analysing the store of an additional and contrasting brand, therefore ensuring that the two brands are from different levels of the Fashion Hierarchy. 

The online store (company website) can be used to gather evidence. Students are expected to identify and discuss key elements of the store (e.g. words, images, store layout). 

The analysis should then suggest how theories of consumer behaviour might help to explain the fashion marketing of the two retailers. 

The assignment should have a beginning, middle and end and therefore consist of three main parts: Introduction -Main Body (comparison/theory application) -Conclusion.

Assessed LOs:- Learning Outcomes 2,3, and 4