Course Title: Develop marketing plans for fashion products
Part B: Course Detail
Teaching Period: Term1 2012
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
<font color="#000000">Vicki Cole</font>
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
• 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
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 | x | x | |
Establish marketing objectives | x | x | |
Research and determine marketing options | x | x | |
Develop and present marketing plan | x | x | |
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