Davis Burns, L.& O. Bryant, N. (2008) The Business of Fashion: Designing, Manufacturing, and Marketing. Fairchild Books
Everett JC. & Swanson, KK. (2004) Guide to Producing a Fashion Show. Fairchild Books
Hines T & Bruce Butterworth, M. (2006) Fashion Marketing: Contemporary issues. Heinemann
Jackson T & Shaw, D. (2000) Mastering Fashion Buying and Merchandising Management. Palgrave Macmillan
Jackson T. & Shaw, D. (2006) The Fashion Handbook- Media Practice. Routledge
Kotler P & Armstrong, G. (2008) Principles of Marketing. Pearson Education
Morgan T. (2010) Window Display: New Visual Merchandising. Laurence King Publishing
Morgan T. (2008) Visual Merchandising: Window and In-Store Display for Retail. Laurence King Publishing
Okonkwo U. (2007) Luxury Fashion Branding: Trends, Tactics, Techniques. Palgrave Macmillan
Rath PM. et al .(2008) The Why of the Buy: Consumer Behaviour and Fashion Marketing. Fairchild Books
Tungate M. (2008) Fashion Brands: Branding Style from Armani to Zara. Kogan Page Ltd

Introductory briefing at onset of module
Interim briefings
Series of practical workshops
Seminars, lectures and group tutorials considering design, audience, market, and health and safety
Workshops and studio tutorials
Group tutorials with formative feedback
Individual tutorials
Group critiques

Assessment 1
A response to a business and marketing project brief requiring the production of a body of work demonstrating your ability to experiment and innovate whilst using a range of professional industry processes. Your work must include new and traditional approaches, and a give evidence of a wide range of skills. (70%) [LOs 1, 2, 3, 5]

Assessment 2
A portfolio of development work consisting of evidence of research and investigation over a wide variety of creative fashion media (e.g. photographic shoot, writing for the media and different audiences, styling, promotions etc.), showing experimental and innovative development of creative solutions to meet the requirements of a project brief. (30%) [LOs 4, 5, 6]

In this module you will be introduced to business and marketing techniques for fashion, including, for example business, management, leadership, entrepreneurial skills, fashion marketing, visual merchandising, and buying and merchandising. Live work will be a major aspect of this module and you will be expected to gain much of the evidence for assessment through work-related experience. You will develop your creative and individual skills whilst appreciating the challenges faced when working to a set brief.

As you work through the live brief you will develop a portfolio of associated research that will help inform your practical work and expand your knowledge of professional practice in the sector. You will explore and increase your use of the language associated with discussing and analysing visual forms and use a range of communication methods to demonstrate and share your understanding of the formal elements and concepts associated with creative fashion media.

You will gain an insight into the specialist area through taught theory and practice sessions and apply skills you have gained in other modules in a professional context. You will be encouraged to work innovatively and creatively to meet agreed work outcomes, such as business planning and marketing for specific clients or target audiences, for example from couture to high street market levels.

To support your work you will be expected to carry out independent research, such as market research and investigation into current strategies and planning carried out in industry. You will identify skills relating to the specialist industries, such as communicating with clients visually and through the environment, and presenting 2D and 3D garments and products safely and successfully.

Students will have access to studio space and college library and computer resources. University learning resources are available on campus at Stafford and Stoke-on-Trent, and online via the partner Need to Know pages of the university website.
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