Course Title: Develop marketing plans for fashion products

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: GRAP5240C

Course Title: Develop marketing plans for fashion products

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C4219 - Certificate IV in Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: +61 3 9925 9145

Course Contact Email:yuping.li@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

            Vicki Cole    vicki.cole@rmit.edu.au

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

MKTG5770C Analyse textiles clothing and footwear merchandising and marketing principles

Course Description

A TCF Company will be identified and a product category will be assigned to each student group. Students will be guided to design a questionnaire based on the company’s information requirements, a minimum of 50 respondents will be recruited for a consumer survey. The data from the surveys will be analysed by using computer softwares and a report will be produced for the company.
A marketing plan for the product category will be researched and produced, which will include both primary and secondary research information on market trends, competitors and external marketing environments. The company’s marketing practice and the product category’s performance will be evaluated and recommendations will be made to improve the company’s overall marketing performance and sales of the product category. A formal oral presentation will be made to the industry personnel at the end of the semester.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTFD5004B Develop marketing plans for fashion products

Element:

1. Identify key elements of fashion design

Performance Criteria:

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1.1 Features and benefits of fashion design are identified.
1.2 Target market is researched and needs and expectations in relation to fashion design are identified.
1.3 Price point of design is identified.
1.4 Marketing budget for fashion product is identified
1.5 Other relevant details that may affect marketing activities are identified.
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Element:

2. Establish marketing objectives

Performance Criteria:

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2.1 Client position and range of fashion products in market place are identified.
2.2 Marketing objectives and sales targets are established client.
2.3 Product pricing strategy and position in market are established.
2.4 Packaging and distribution requirements of fashion design are established.
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Element:

3. Research and determine marketing options

Performance Criteria:

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3.1 Appropriate media are identified to reach target market.
3.2 Uses of Media are determined and appropriate strategies selected.
3.3 Marketing event options are explored and assessed for effectiveness in marketing fashion design.
3.4 Promotional activities are selected for relevance to fashion design.
3.5 Timing of marketing activities is explored.
3.6 Costing of marketing options is determined.
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Element:

4. Develop and present marketing plan

Performance Criteria:

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4.1 Marketing cycle of fashion product is identified.
4.2 Marketing plan is developed which details marketing activities.
4.3 Marketing plan is assessed for its effectiveness in meeting marketing objectives, timing and budget requirements.
4.4 Marketing plan is presented and discussed with client.
4.5 Client response is received and integrated into further marketing proposals.<o:p></o:p>

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Element:

5. Document marketing plan

Performance Criteria:

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5.1 Marketing plan is documented according to industry practices.
5.2 Reports on marketing opportunities and strategies are documented and presented to relevant persons in the workplace.
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Learning Outcomes


On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.


Details of Learning Activities

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&sect; Observe and survey the target market
&sect; Research, collect and analyse data on a fashion company
&sect; Group discussion on company’s marketing mix and positioning strategies
&sect; Work in a group to brainstorm recommendations for marketing plan
&sect; Use technology to prepare assignments (Communication and technology)
&sect; Use On-line activities (Technology)
&sect; Use technology to present findings of research (Communication and technology)
&sect; Design appropriate format for assignments (Initiative and enterprise)
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Teaching Schedule

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WEEK NO:<o:p></o:p>

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 DATE<o:p></o:p>

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LECTURES and ASSESSMENTS<o:p></o:p>

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ELEMENTS<o:p></o:p>

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6/7/15<o:p></o:p>

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PART 1: MARKET RESEARCH - CONSUMER SURVEY <o:p></o:p>

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Industry Studies structure/format<o:p></o:p>

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2 <o:p></o:p>

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13/7/15<o:p></o:p>

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Questionnaire Design<o:p></o:p>

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20/7/15<o:p></o:p>

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QUESTIONNAIRE DESIGN ASSESSMENT 15%<o:p></o:p>

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4 <o:p></o:p>

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27/7/15<o:p></o:p>

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Field work for Consumer Survey<o:p></o:p>

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3/8/15<o:p></o:p>

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Field work <o:p></o:p>

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10/8/15<o:p></o:p>

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Data Analysis Report structure<o:p></o:p>

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7<o:p></o:p>

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17/8/15<o:p></o:p>

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Report format/ structure. Mission Statement.<o:p></o:p>

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24/8/15<o:p></o:p>

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Situation Analysis: External(MACRO), Specific Market, Competitor analysis<o:p></o:p>

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SEMESTER BREAK<o:p></o:p>

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Preparation of the Marketing Plan SWOT and Issues Analysis (Product SWOT)<o:p></o:p>

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Preparation of the Marketing Plan<o:p></o:p>

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Market Segmentation, Targeting & Positioning<o:p></o:p>

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5/10/15<o:p></o:p>

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Preparation of the Marketing Plan<o:p></o:p>

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Marketing Mix: Product, Price, Promotion, Place<o:p></o:p>

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12/10/15<o:p></o:p>

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Preparation of the Marketing Plan<o:p></o:p>

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Budgets and Costs<o:p></o:p>

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19/10/15<o:p></o:p>

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Final Preparation of the Marketing Plan<o:p></o:p>

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Implementation/ Calendar format;<o:p></o:p>

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Evaluation<o:p></o:p>

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Sort timetable for Oral Presentation of Marketing Plan<o:p></o:p>

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1.4, 3.5, 3.6, 4.2,<o:p></o:p>

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4.3<o:p></o:p>

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15 <o:p></o:p>

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26/10/15<o:p></o:p>

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<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">ORAL PRESENTATION 15%<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font><font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">4.4, 4.5<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font>
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16<o:p></o:p>

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2/11/15<o:p></o:p>

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<font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">MARKETING PLAN DUE 50%<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font><font face="Times New Roman" size="3"> </font> <h2 style="margin: 12pt 0cm 3pt;">5.1, 5.2<o:p></o:p></h2> <font face="Times New Roman" size="3"> </font>

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Learning Resources

Prescribed Texts


References


Other Resources

            Rag Trader Magazine Business Review Weekly, IBIS Industry databases


Overview of Assessment

Questionnaire design - Design a questionnaire based on a TCF company’s information requirements
Data analysis - report Collate survey data and write a report
Marketing plan - Write a marketing plan for a specific product category
Oral presentation - Power point presentation to industry personnel


Assessment Tasks

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Assessment Method Marks Awarded
1. Questionnaire design Design a questionnaire based on a TCF company’s information requirements 10 marks<o:p></o:p>

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2.Data analysis report Collate survey data and write a report 20 marks<o:p></o:p>

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3.Marketing plan Write a marketing plan for a specific product category 60 marks<o:p></o:p>

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4.Oral presentation Power point presentation to industry personnel 10 marks<o:p></o:p>

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Assessment Matrix

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 UNIT TITLE<o:p></o:p>

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National Code<o:p></o:p>

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Assessment Task/Methods<o:p></o:p>

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Elements/PCs<o:p></o:p>

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Required Knowledge<o:p></o:p>

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Required Skills<o:p></o:p>

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Critical aspects of evidence<o:p></o:p>

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1<o:p></o:p>

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Task 1: Questionnaire Design 15%- week 3<o:p></o:p>

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(MKTG 7755C)<o:p></o:p>

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1.1, 1.2, 1.3<o:p></o:p>

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2.1, 2.2, 2.3, 2.4<o:p></o:p>

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1 & 2 <o:p></o:p>

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-culturally appropriate communication skills;<o:p></o:p>

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-literacy skills to prepare questionnaire;<o:p></o:p>

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-research skills to investigated TCF company and consumer interest. <o:p></o:p>

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Analysing and presenting a questionnaire design based on a TCF company’s information including recommendations on fashion products and marketing options.  <o:p></o:p>

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Task 2: Data Analysis Report 20%- week 7<o:p></o:p>

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(MKTG 7755C)<o:p></o:p>

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1  <o:p></o:p>

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2 <o:p></o:p>

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3 <o:p></o:p>

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1, 2, 3. <o:p></o:p>

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as above <o:p></o:p>

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Research, collate and analyse data. <o:p></o:p>

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Task 3: Marketing Plan Oral Presentation 15%- week 15 & 16<o:p></o:p>

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(GRAPH 5240C)<o:p></o:p>

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4.4, 4.5<o:p></o:p>

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1, 2, 3, 4, 5. <o:p></o:p>

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Communication and technology skills in presenting findings. <o:p></o:p>

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PowerPoint presentation to highlight marketing opportunities and strategies within a specific TCF company. <o:p></o:p>

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Task 4: Marketing Report 50%- week 15 & 16<o:p></o:p>

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5 <o:p></o:p>

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1, 2, 3, 4, 5. <o:p></o:p>

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-literacy skills to prepare reports with complex marketing concepts;<o:p></o:p>

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-research skills to investigate all aspects of assignment;<o:p></o:p>

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-initiative with design format and content for marketing plan. <o:p></o:p>

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Writing a marketing plan which details the marketing mix, objectives, timing and budget requirements of the TCF company. <o:p></o:p>

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Course Overview: Access Course Overview