Download UNIT TITLE: Fashion Marketing Research CREDIT POINTS: 20

UNIT TITLE: Fashion Marketing Research
CREDIT POINTS: 20
UNIT CODE: FFM503
FHEQ LEVEL: 5
SCHOOL: Art, Design and Fashion
UNIT DESIGNATION: Traditional
Unit delivery model: CD
Programme group: Fashion, Management
and Promotion
Max & Min Student No: N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal scheduled sessions for
the unit. Students are also expected to manage their directed learning and independent
study in support of the unit.
PRE-REQUISITES AND CO-REQUISITES: None
UNIT DESCRIPTION
Given the competitive and fast moving nature of the fashion industry the provision of
relevant, accurate and timely marketing information is of central importance. This unit
explores the role of marketing research in developing customer insight and supporting
fashion-marketing decisions. The unit develops skills in writing marketing research plans
and undertaking practical tasks. The primary focus of this unit is on the design and
collection of data to support marketing decisions in given contexts.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding:
K1
Evidence a developed understanding of the process for collecting marketing and
fashion consumer behaviour information, utilising appropriate primary and
secondary sources.
Cognitive Skills:
C1
Apply and refine appropriate market research methods to address/solve complex,
unfamiliar and unpredictable problems within a fashion context.
C2
Appraise the suitability of different qualitative and quantitative research
methodologies to serve different fashion research problems and situations.
Practical and Professional Skills:
P1
Evidence competence in market research methods and presentation of market
research findings.
Transferable and Key Skills
T1
Organise and present work coherently and concisely.
AREAS OF STUDY
The primary areas of study for this unit are based on methods of research and data
analysis including:
Marketing research in the context of fashion industry/marketing problems
Marketing research: process, fashion marketing problems, proposals, approaches to
research, ethical considerations
Secondary data: nature and scope
Data collection techniques: Qualitative, observation, surveys, measurement and scaling,
questionnaire design, sampling issues.
Presentation of findings: Analysis, reports and presentations.
New technologies and marketing research
LEARNING AND TEACHING STRATEGY
The lecture programme will provide the setting for a step by step overview of marketing
research, outlining the approaches and developing the theoretical underpinning. The
seminars and workshops will utilise a range of case studies and exercises to consolidate
student understanding of marketing research in the ‘real world’ and develop skills.
The normal weekly contact may combine lectures, workshops, surgeries, student-led
discussions or presentations, discussions of academic papers and practical mini-case study
exercises as appropriate.
The seminars/tutorials may also be used for the purpose of formative assessment.
Tutorials provide individual or small groups of students access to the teaching staff to
discuss unit matters of particular interest and receive formative feedback.
Employability skills are enhanced through this unit, specifically in the areas of designing
work to set timescales, developing student self management skills; the development and
execution of a relevant programme of work to solve real world problem developing
business awareness, problem solving, analytical skills and team working skills; the
generation of a consultancy report, developing professional communication skills.
ASSESSMENT STRATEGY
The unit will be assessed by one group project and one in-class test.
The group project will require students to plan and execute a piece of applied fashion
marketing research. The group project allows students to demonstrate their understanding
of marketing research by selecting, justifying and utilising appropriate methods. Students
will be required to submit consultancy-style research data at the end of their project.
The in-class test will typically assess the student’s knowledge, understanding and
application skills, using short questions and cases. Formative feedback on a mock test will
be made available to students. Throughout the time student groups are planning and
undertaking their project, time will be used in class for peer review & discussion as well as
more formal formative feedback by tutors. This may include verbal, written and internet
based feedback as appropriate for each student’s needs.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
on-line submission:
grade marking:
anonymous marking:
AE2
weighting:
assessment type:
length/duration:
on-line submission:
grade marking:
anonymous marking:
30%
In class test
40 minutes
No
Yes
No
70%
Group project
5000 words
Yes
Yes
No
AGGREGATION OF MARKS
There is no departure from standard University regulations. Typically, groups will be
allocated one overall grade. However, at the discretion of the assessor, individuals may
be allocated grades based on their level of contribution.
RE-ASSESSMENT ARRANGEMENTS
Any referrals for the group work will be in the form of an improved individual report along
with a written reflective statement. A further in–class test will be used for reassessment
of the test.
Unit Author: Sara Briscoe
Unit history:
Unit Approved/Year Implemented/Code
2013
2013/14
FFM503