Course Title: Develop marketing plans for fashion products
Part B: Course Detail
Teaching Period: Term1 2013
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
Vicki Cole
vickcole@bigpond.net.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
• 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
Week 1
Introduction to Marketing
What is marketing? Concept of Fashion Promotion. Introduction to weekly planner & assessment tasks.
Week 2
The Marketing Plan – Objectives (Marketing and Financial)
How to set out a marketing plan. Planning sequence, what the marketing plan comprises and how it is documented.
Week 3
Market Segmentation, Targeting & Positioning Identifying needs of different consumer segments, understanding positioning, information gathering. Where & how to find target market info
Week 4
In Class Quiz
Week 5
Field Trip – (Melbourne Central, QV, Chadstone, Chapel Street) Working to address a specific Company on researching & determining marketing options.
Week 6
Situation Analysis Oral Presentation
Week 7
The Marketing Mix: the 4 P’s.
PRODUCT
Detailed analysis of the 4P’s including how marketers can manipulate product, price, promotion & place (distribution) to achieve goals.
Week 8 – 9
The Mix:
PRICE
PLACE (= Distribution Strategies)
PROMOTION
Advertising and the Media.
Week 10 -11
Public Relations & Media Releases
Public Relations - Special Events
Week 12
Advertising and Promotional Budgets
Week 13 – 15
Marketing Plan Development
Week 16
Feedback & review
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
- Assessment: 20% (Multi – choice quiz on first 3 weeks)
- Assessments = 30% (Hardcopy Situation Analysis: 20% + Oral: 10%)
- Marketing Plan Brief (Major Assessment: 50%)
Assessment Matrix
Assessment: 20% (Multi – choice quiz on first 3 weeks) |
Assessments = 30% (Hardcopy Situation Analysis: 20% + Oral: 10%) |
Marketing Plan Brief (Major Assessment: 50%) |
|
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 |
Course Overview: Access Course Overview