Course Title: Develop marketing plans for fashion products
Part B: Course Detail
Teaching Period: Term1 2011
Course Code: GRAP5240C
Course Title: Develop marketing plans for fashion products
School: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C5220 - Diploma of Applied Fashion Design and Technology
Course Contact : Mandy Penton
Course Contact Phone: +61 3 99259202
Course Contact Email:mandy.penton@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Arnold Andrew: arnold.andrew@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
None
Course Description
This unit covers the skills and knowledge to plan marketing and promotional activities to support the sales of fashion products.
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: |
1.1 Features and benefits of fashion design are identified. |
Element: |
2. Establish marketing objectives |
Performance Criteria: |
2.1 Client position and range of fashion products in marketplace are identified. |
Element: |
3. Research and determine marketing options |
Performance Criteria: |
3.1 Appropriate media are identified to reach target market. |
Element: |
4. Develop and present marketing plan |
Performance Criteria: |
4.1 Marketing cycle of fashion product is identified. |
Element: |
5. Document marketing plan |
Performance Criteria: |
5.1 Marketing plan is documented according to industry practices. |
Learning Outcomes
Learning in this applies to marketing activities typical to the promotion and sale of fashion products.
Learning will include:
• Development of marketing plans
• Ensuring all proposed marketing activities are appropriate to the price point of the fashion design and the overall objectives of the client.
Details of Learning Activities
Collaboration and participation are important during this course to maximise your learning. You will contribute to group activities and presentations as well as completing your individual work.
The activities are a mix of lecture, tutorial, workshop, in-class practical, workbooks, research tasks, industry visits for students, folio presentation and Assessment.
Teaching Schedule
Week 1:
Introduction to Marketing unit
Assessment Requirements.
Film: Introduction to Marketing – The Standard Deviants
Week 2:
The Marketing Plan – Objective Setting
Marketing management, planning sequence,
what the plan marketing comprises and how it is documented
Includes sales target setting
Week 3: plus 2 hours outside class
Market Segmentation, Targeting & Positioning
Identifying needs of different consumer segments, understanding positioning, information gathering.
Where & how to find target market info.
Week 4: plus 4 hours outside class
The Client Brief & in-class Quiz
Week 5: plus 2 hours outside class
The Mix – the 4Ps
Brief about current marketing practices
Manipulate product, price, promotion & place
includes introduction to product costing
Film: “Dior: Masters of Beauty”
Week 6: plus 4 hours outside class
Field Trip – Melbourne Central and Fashion Week
Cityscape exercise:
Working in pairs to address a specific brief.
Researching & determining marketing options
Week 7:
Field Trip Presentations
Week 8:
Implementing Marketing Programs
Week 9: plus 2 hours outside class
The Range Plan - Product
Breaking down budgets, price-point identification,
product life cycle, costing & sustainability
Week 10:plus 2 hours outside class
Promotion
Various media options are examined
Suitability in terms of cost, timing, positioning.
Writing press releases
Week 11: plus 2 hours outside class
Presentation workshop
Report writing & presentation skills workshop & Check student progress of Pitch assignment
Review recorded field trip presentations from Wk#7
MID-TERM BREAK
Week 12:
Introduction to TPA
Part IV & V: Restrictive practices, consumer protection, misleading & deceptive conduct
Week 13: plus 4 hours outside class
Marketing Plan Development
In class time for review of progress in relation to marketing plan development
Week 14: plus 4 hours outside class
Marketing Plan Development
In class time for review of progress in relation to marketing plan development
Week 15: plus 4 hours outside class
The Pitch : Oral presentation of written marketing plan to the client
Week 16:
Submission of hard copy report of marketing plan
Revision, resits and Conclusion.
Evaluation
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Detailed course and assessment requirements and information will be made available to you first week of class. Specific details will be explained to you during scheduled classes.
This course comprises both practical and theory components. You will be expected to attend and participate in class activities.
As well as class activities you will be required to undertake research and assessment practice outside of regular class times and participate in formal assessment tasks.
PLEASE NOTE: work that has not been authenticated during class as your own work will not be considered for assessment.
Assessment Tasks
1. Individual multiple-choice quiz on core subject area (Individual)
2. Retail Field-trip participation & presentations (pairs) and Individual SWOT
3. Oral presentation of written marketing plan to the client (group),
4. Marketing plan Report (Group) and Individual Reflections.
Assessment Matrix
Individual Multiple-choice quiz (10%) |
a) Retail field-trip presentations (in pairs 20%) b) Individual SWOT (10%) |
Oral presentation of written marketing plan to the client (group 10%) |
a) Marketing plan Report (Group 40%) b) Individual Reflections (10%) |
|
Identify key elements of fashion design |
X | X | ||
Establish marketing objectives | X | X | ||
Research and determine marketing options. |
X | X | X | |
Develop and present marketing plan |
X | X | ||
Document marketing plan | X |
Other Information
Recommend the general observations of modern techniques used in Fashion, and the reading of Journals; and relevant books (say from example: Fashion Marketing – Contemporary Issues, and Fashion – from Concept to Customer) to gain and refresh the understanding of Marketing.
Course Overview: Access Course Overview