Course Title: Develop marketing plans for fashion products

Part B: Course Detail

Teaching Period: Term2 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

Patricia Brien

patricia.brien@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 Costings 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

• Development of marketing plans in relationship to the ‘Future Project’ (Design Studio 2)
• Ensuring all proposed marketing activities are appropriate
• The research and writing/compiling of a Marketing Plan
• Verbal presentation skills


Teaching Schedule

Teaching Schedule (may vary slightly)

Week 1:
Introduction to Marketing unit
Assessment review

Week 2:
The Mix – the 4Ps (Place)
Assessment: Group Field Trip – Melbourne Central + Group Report
Research exercise:
Assin, Zambesi, Marais, Belinda, Cose Ipanema
Researching & determining market options (group report)

Week 3:
Market Segmentation, Targeting & Positioning
Identifying needs of different consumer segments, understanding positioning, information gathering.

Week 4:
Guest Speaker
Field Trip Group Assignment due
(a copy to be included in your folio for Design Studio 2)

Week 5:
The Marketing Plan – Objective Setting
Marketing management, planning sequence,
what the plan marketing comprises and how it is documented
Branding your work

Week 6:
The Mix – the 4Ps (Product)
Researching your capsule collection and brand for Design Studio 2

Week 7:
The Mix – the 4Ps (Promotion)
Advertising & Various media options are examined

Week 8:
Introduction to TPA
Part IV & V: Restrictive practices, consumer protection, misleading & deceptive conduct

Week 9:
The Mix – the 4Ps (Price) with Arnold Andrew
Breaking down budgets, price-point identification,
product life cycle, costing.

Week 10:
Presentations – Guest Lecture
Report writing & presentation skills

Week 11:
Marketing Plan Development
In class time for review of progress in relation to marketing plan development

Week 12:
Marketing Plan Development
In class time for review of progress in relation to marketing plan development

MID-TERM BREAK

Week 13:
Marketing Plan Development
In class time for review of progress in relation to marketing plan development

Week 14:
Submission of hard copy report of marketing plan

Week 15:
Preparation time for the Pitch
Oral presentation - a ‘pitch’ - of individual designs & brief marketing plan explanation

Week 16:
Presentation: Design Studio 2 and Marketing Pitch
Oral presentation of designs/brand and marketing concept


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. Retail Field-trip participation & Report (group) (20%)
2. Verbal presentation ‘pitch’ of individual designs & brief marketing plan explanation (5 minutes max.) (20%)
3. Marketing plan Report (Individual). (60%)


Assessment Matrix

 Retail field-trip reports (group) (20%) Verbal presentation - a ‘pitch’ - of individual designs & brief marketing plan explanation
(20%)
Marketing plan Report (60%)
Identify key elements of fashion design xx
Establish marketing objectivesx x
Research and determine marketing optionsx x
Develop and present marketing plan xx
Document marketing plan  x

Other Information

This course is designed to support and work in conjunction with Design Studio 2.

Course Overview: Access Course Overview