Course Title: Fashion Brand Management

Part A: Course Overview

Course Title: Fashion Brand Management

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


Brunswick Campus


350H Fashion & Textiles


Sem 2 2010,
Sem 1 2012,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019

Course Coordinator: Dr. Carol Tan

Course Coordinator Phone: +613 9925 1302

Course Coordinator Email:

Course Coordinator Location: 511.02.006

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Knowledge of Strategic Marketing and/or Consumer Behaviour would be useful but is not essential.

Course Description

This course will focus on creating, maintaining, and revitalizing fashion brands. Through the use of case studies, class participation, exercises, and lectures, we will explore all that is needed to create new brands, shape them through a process of co-creation, maintain their equity over time, extend and stretch them, manage portfolios of brands, and address topical issues including ethical challenges and brand crises.  The focus of the material is primarily strategic, identifying how to identify and exploit user needs, build a brand identity through two different approaches to positioning, and then ensuring that identity drives all aspects of your business model.


Objectives/Learning Outcomes/Capability Development

Upon successful completion of the course you will be able to:

  • Critically evaluate different approaches to branding over time, including those drawing from economics, psychology, cultural and media studies, and marketing.
  • Critically evaluate the usefulness of two competing models of brand positioning: mind-share and cultural branding.
  • Apply different tools for understanding consumer-brand relationships.
  • Evaluate and apply research tools for assessing the effectiveness of the brand-marketing program.
  • Critically evaluate different approaches to growing and managing brands.
  • Critically assess the ethical challenges facing fashion brands.
  • Examine and address topical issues in brand management including issues of valuation, co-branding, co-creation, and crisis management.

In this course you will develop the following program learning outcomes:

  • Critically analyse, synthesise and reflect on complex theories and recent developments at a micro and macro level, to extend and challenge knowledge and practice in fashion brand management.
  • Apply a range of brand management tools that are appropriate to brands targeting different contexts, and different firm sizes.
  • Implement a range of research tools to evaluate brand value or equity with different audience.
  • Critically analyse different theories for creating and managing fashion brands.
  • Critically evaluate the ethical role of fashion brands in the various cultural environments they operate in.
  • Synthesize practice and theory to build strong brands.

Overview of Learning Activities

This course consists of lectures, class participation, small group discussions, and a live brand brief.
Lectures will be split between formal case discussion and supporting lecture material, and exercises and informal discussion of key readings and practice.
Resources and online materials will be included to facilitate learning.
You will have the opportunity for ‘hands on’ engagement with fashion brand management via industry specialists and your learning will also be derived from your own industry research. Current reading and research will enable completion of set tasks within your chosen area.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.  A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides

The Library provides guides on academic referencing and subject specialist help via your School Liaison Librarians.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes as demonstrated in a range of assessment tasks.  Assessment will cover both theoretical and practical aspects of your learning.  Tasks may include: projects, journals, reports and presentations.  Formative and summative feedback will be given on all assessment tasks progressively throughout the semester.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced under ’Assessment’ at:

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program director or Disability Liaison Unit if you would like to find out more information.