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.
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

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

  1. Assessment: 20% (Multi – choice quiz on first 3 weeks)
  2. Assessments = 30% (Hardcopy Situation Analysis: 20% + Oral: 10%)
  3. 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 xx
Establish marketing objectivesx x
Research and determine marketing optionsx x
Develop and present marketing plan xx
Document marketing plan  x

Course Overview: Access Course Overview