Course Title: Analyse textiles clothing and footwear merchandising and marketing principles

Part B: Course Detail

Teaching Period: Term1 2010

Course Code: MKTG5770C

Course Title: Analyse textiles clothing and footwear merchandising and marketing principles

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C6086 - Advanced Diploma of Fashion and Textiles Merchandising

Course Contact : Beverley Chambers

Course Contact Phone: +61 3 9925 9139

Course Contact Email:beverley.chambers@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Beverley Chambers
03 9925 9138
beverley.chambers@rmit.edu.au

Nominal Hours: 60

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

Nil

Course Description

The unit applies to activities associated with marketing at all stages of the TCF supply chain and merchandising through wholesale and retail channels. TCF products may be items and services from any sector within the TCF industries and include final products such as garments or fashion accessories or processed materials such as fabrics and industrial or domestic textiles.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTGN4019A Analyse textiles clothing and footwear merchandising and marketing principles

Element:

1.1Domestic conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.2Global conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.3 Significance of TCF product range on the global market is analysed

1.4Key components of the TCF supply chain are identified and influences on supply chain conditions are analysed

1.5Features of mainstream and niche markets within the TCF market are examined

1.6 Role of merchandising in the TCF marketplace is examined


2.1Current information on the TCF market is accessed and analysed to determine trends influencing TCF production and supply

2.2TCF market segmentation, targeting and price positioning are analysed for TCF product range

2.3Key characteristics of TCF market segments are identified and implications for marketing activity examined

2.4Consumer behavior for TCF product range is analysed


3.1Technical specifications of a TCF product are identified and implications for market positioning determined

3.2Role of creativity in the marketing of TCF products is analysed

3.3Networks applying to the marketing and merchandising of a TCF product are identified

3.4Strengths, weaknesses, opportunities and threats applying to a TCF product are identified and implications for marketing examined

Performance Criteria:

1.1 Domestic conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.2 Global conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.3 Significance of TCF product range on the global market is analysed

1.4 Key components of the TCF supply chain are identified and influences on supply chain conditions are analysed

1.5 Features of mainstream and niche markets within the TCF market are examined

1.6 Role of merchandising in the TCF marketplace is examined


2.1Current information on the TCF market is accessed and analysed to determine trends influencing TCF production and supply

2.2 TCF market segmentation, targeting and price positioning are analysed for TCF product range

2.3 Key characteristics of TCF market segments are identified and implications for marketing activity examined

2.4 Consumer behavior for TCF product range is analysed


3.1 Technical specifications of a TCF product are identified and implications for market positioning determined

3.2 Role of creativity in the marketing of TCF products is analysed

3.3 Networks applying to the marketing and merchandising of a TCF product are identified

3.4 Strengths, weaknesses, opportunities and threats applying to a TCF product are identified and implications for marketing examined


Learning Outcomes


At the completion of this unit,students will have knowledge and understanding of:

Analysing TCF market conditions
Analysing the characteristics of the TCF market
Determining marketing features of a TCF product


Details of Learning Activities

Lectures, Guest Speakers, Workshops, DVD’s, Team Activities, Project with Industry Partner, Report Writing, Research, Design & Product Development.


Teaching Schedule

TEACHER ASSESSMENT
weekweek beginningFacilitatorsTimesTeaching format,venueTeaching segmentsAssessments / tasks due
staff meetings
01 FebRobyn Lyons
Beverley Chambers
Carmen Pricone
Paul Castro
Ian Fisher
9.30 – 3.30pmPresentations
Auditorium
Training rooms
Bldg 514
Project week
(refer to Project Week handout)

COUNTRY ROAD (Tues 2nd Feb 1.30pm)
SPORTSGIRL BRIEF(Wed 3rd Feb 10.00am)
TARGET BRIEF (Thurs 4th Feb 10.00am)
•Formalise groups
•Define company positions
•Select product brief
•Sign IP agreement
•Complete survey, 250 copies
•Identify tasks & responsibilities
•Issue the week to week
DESIGN BRIEF ASSIGNMENT OVERVIEW (Mon)
MARKET RESEARCH BRIEF OVERVIEW (Thurs)
18 FebField  workNo ClassesConduct Surveys Complete 250 surveys

YEP meeting RL, BC, CP, PC, IF. 11/2, 3-4pm
2  am
15 FebBeverley Chambers10:00 - 12:30Lecture
Auditorium
•Introduction to Product Development
•Assessments overview
•Strategic product planning
•Collate survey results using Excel database
•Data Collation
•Gantt chart in context to the industry brief
•Commence the visual diary for the group


 pm
Beverley Chambers
Carmen Pricone
Paul Castro
1:30 - 4:30Workshop
Training rooms
Bldg 514
WORKSHOP WITH YEP MENTORSDESIGN BRIEF SUMMARY STATEMENT, SURVEY QUESTIONS & POSITION DESCRIPTIONS DUE (Group 10%) Thurs 18th Feb at 1.00pm (submitted through DLS)

YEP meeting RL, BC, CP, PC, IF. 18/2, 3-4pm
3
am
22 FebBeverley Chambers10:00 - 12:30Lecture
Auditorium
Colour Management
•Brand signature recognition (colour)
•Core & accent colour recognition
•Colour management across categories & assortment
YEP meeting RL, BC, CP, PC. 26/2, 3-4pm
 pm
Beverley Chambers
Carmen Pricone
Paul Castro
1:30 - 4:30Workshop
Training rooms
Bldg 514
WORKSHOP WITH YEP MENTORSYEP meeting RL, BC, CP, PC. 26/2, 3-4pm
 4
am
 1 Mar
 Beverley Chambers
 10:00- 12:30
 Lecture
Auditorium
 •Trend Forecasting consistent with survey result(s) and Brand Position
•Generic competitor analysis
10-11am Forecasting presentation
Purple Bull Forecasting Agency
 Identify appropriate colour palates for the client (Industry Partner)
 pm 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS MARKET RESEARCH REPORT DUE (Group 20%) Thurs 4th March at 1.00pm (to be submitted online through DLS, with 1 hard copy for industry partners)

YEP meeting RL, BC, CP, PC. 12/3, 3-4pm
 5
am
 8 Mar
 Beverley Chambers
 10:00 - 12:30
 Lecture
Auditorium
 Team Leader meeting RL, BC, CP, PC
•Fabrication and sourcing consistent to retail strategy pricing
•Product accessories / trims applications
Patrick Snelling – Nano Technology
 •Identify appropriate fabrication for the client (industry partner)
•Which textiles?
oPrice
oDraft
oStyle applicability
oPerformance
oEstablish fabric tests
 pm 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 
WORKSHOP WITH YEP MENTORS
 YEP meeting RL, BC, CP, PC. 12/3, 3-4pm
 6 15 Mar
 Melbourne  Fashion week  - no classes
 Student involvement
 7
am
 22 Mar
 Beverley Chambers
 10:00 - 12:30
 Lecture
Auditorium
 Overview on the LMFF Business Breakfast & Seminar Day

SWOT Analysis Overview
The Importance of Strategic Business Planning
 Vision, Mission & Value Statements
What makes a good SWOT
How to write a SWOT
 pm
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 Formal team meetings with mentor YEP meeting RL, BC, CP, PC. 19/3, 3-4pm
    Term Break 29 March – 5 April 2009 
 8
am
 5 April
 Beverley Chambers
 10:00 - 12:30
 Lecture
Auditorium
 Quality Assurance in the Product Development Process
•Gail Aumann (Myer)
•External speaker

Comparative Shopping
 Sustainability and the Fashion Industry
pm
 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS YEP meeting RL, BC, CP, PC. 23/4, 3-4pm
 9
am
 12 April
 Beverley Chambers
 10:00
-12:30
 Lecture/ Tutorials
Auditorium
 Product Development Project
•Trims, details & specs
 •Initial Feedback of Visual Diary
•Confirm SWOT content and direction
 pm 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS •SUBMIT VISUAL DIARY TO MENTOR FOR FEEDBACK DURING WORKSHOP

YEP meeting RL, BC, CP, PC. 23/4, 3-4pm
 10
am
 19 April
 Beverley Chambers
 10:00 - 12:30
 Lecture/ Tutorials
Auditorium
 Product Development Project
•Designing to a brief
•External Speaker
•(Thinking Outside the Box)
 
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30-
4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS YEP meeting RL, BC, CP, PC. 30/4, 3-4pm
 11
am
 26 April
 Beverley Chambers
 10:00 - 12:30
 Lecture/ Tutorials
Auditorium
 Production Planning
•DVD (Factory Production)
Sustainability and the Fashion Industry
 •Production Planning overview
•Production techniques
•Machinery
•Plant arrangement
 pm 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1;30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS 
YEP meeting RL, BC, CP, PC. 30/4, 3-4pm
 12
am
 3 May
 Beverley Chambers
 10:00 - 12:30
Lecture
Auditorium

 Production Planning
•DVD (Factory Production)
Sustainability and the Fashion Industry
 
 pm 
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30

 Workshop
Training rooms
Bldg 514
 Team Leaders meeting

WORKSHOP WITH YEP MENTORS
 DESIGN & TRIM DETAIL BOOKLET (Group 15%) [including production feasibility] due Thurs 6th May at 1.00pm


YEP meeting RL, BC, CP, PC. 14/5, 3-4pm
 13
am
 10 may
 Beverley Chambers
 10:00 - 12:30
 Lecture
Auditorium
 •Financial Computations
•External speaker (TBC)
oCash flow
oProfit & loss
oProjections
Margin analysis
 Costing your product consistent to the brand’s policy and the competitive market
 pm
 Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS TEXTILE TESTING REPORT & CARE LABEL (Group 15%) due Thurs 13th May at 1.00pm (to be submitted online using DLS)



YEP meeting RL, BC, CP, PC. 21/5, 3-4pm
 14
am
 17 May
 Beverley Chambers 10:00 - 12:30
 Lecture
Auditorium
 Range Review
•Assortment planning
•Developing the range plan
•The role of Accessories
 
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
  1:30 - 4:30 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS VISUAL DIARY DUE Thurs 20th May at 1.00pm
(Group 10%, Peer 5% = 15%)




YEP meeting RL, BC, CP, PC. 28/5, 3-4pm
 15
am
 24 May
 Beverley Chambers 10:00 - 12:30
 Lecture
Auditorium
 •Branding in the 21st Century
•External speaker
•L’Oreal – Product Launch
External speaker

 Range review for presentation to industry
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS YEP meeting RL, BC, CP, PC. 4/6, 3-4pm
16

 31 May
Initial   Presentation to Industry
 
 17 7 June
 18
am
 5 July
 Beverley Chambers 10:00 - 12:30
 Lecture/ Tutorials
Auditorium
 Research Methodology
(Loraine Grant)
Report Book Overview
 
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS 
YEP meeting RL, BC, CP, PC. 25/6, 3-4pm
 19
am
 12 July
 Beverley Chambers
 10:00- 12:30
 Lecture/ Tutorials
Auditorium
 TEXTILE RESEARCH REPORT
•Assignment brief overview
 
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS 
YEP meeting RL, BC, CP, PC. 25/6, 3-4pm
 20
am
 19  July
 Beverley Chambers
 10:00 - 12:30
 Lecture/ Tutorials
Auditorium
 Working on Textile Research Report 
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS 
YEP meeting RL, BC, CP, PC. 25/6, 3-4pm
 21
am
 26 July
 Beverley Chambers
 10:00 - 12:30
 Lecture/ Tutorials
Auditorium
 Working on Textile Research Report TEXTILE RESEARCH PLAN [not YEP project] (individual 10%) DUE Thurs 29th July 1.00pm to mentor.
 pm  Beverley Chambers
Carmen Pricone
Paul Castro
 1:30 - 4:30
 Workshop
Training rooms
Bldg 514
 WORKSHOP WITH YEP MENTORS YEP meeting RL, BC, CP, PC. 30/7, 3-4pm
 22 2 Aug
 Beverley Chambers
Carmen Pricone
Paul Castro
  Group presentations
 Working on Textile Research Report YEP meeting RL, BC, CP, PC. 30/7, 3-4pm
 23
 9 Aug
 Beverley Chambers
Carmen Pricone
Paul Castro
  Presentation Skills
•How to give an impactful presentation

 YEP meeting RL, BC, CP, PC. 13/8, 3-4pm
 24 16 Aug
 Beverley Chambers
Carmen Pricone
Paul Castro
   Working on Textile Research Report PRODUCTION PACK DUE (Group 20%) Thurs 19th Aug at 1.00pm (submit online through DLS)

YEP meeting RL, BC, CP, PC. 20/8, 3-4pm
 25 23 Aug
 Beverley Chambers
Carmen Pricone
Paul Castro
   Working on Textile Research Report STRATEGIC MARKING PLAN DUE (Group 30%) 26th Aug at 1.00pm (submit online through DLS)

YEP meeting RL, BC, CP, PC. 27/8, 3-4pm
 26 30 Aug
 

   FINAL PRESENTATIONS
 FINAL REPORT BOOK, MOOD & RANGE BOARDS, SUPPLEMENTARY BOARDS & ORAL
at final presentation, date TBC (Group 40%)
 27 6 Sep
 
   FINAL PRESENTATIONS
 
 28 13 Sep
    TEACHER ASSESSMENT
 WEEK
      TERM BREAK
 20 SEP -  1 OCT
       


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Market Research Report
Textile testing Report & Care Label
Initial Presentation
Production Pack
Strategic Marketing Plan


Assessment Tasks

  1. Market Research Report (20%)
  2. Textile testing Report & Care Label (15%)
  3. Initial Presentation (15%)
  4. Production Pack (20%)
  5. Strategic Marketing Plan (30%)


Assessment Matrix

Course Overview: Access Course Overview