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.

  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.

Element:

2. Establish marketing objectives

Performance Criteria:

  2.1 Client position and range of fashion products in marketplace are identified.

  2.2 Marketing objectives and sales targets are established with client.

  2.3 Product pricing strategy and position in market are established.

  2.4 Packaging and distribution requirements of fashion design are established.

Element:

3. Research and determine marketing options

Performance Criteria:

  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 are determined.

Element:

4. Develop and present marketing plan

Performance Criteria:

  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 it 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.

Element:

5. Document marketing plan

Performance Criteria:

  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.


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