Course Title: Fashion Brand Management

Part A: Course Overview

Course Title: Fashion Brand Management

Credit Points: 12

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1314

Brunswick Campus

Postgraduate

350H Fashion & Textiles

Face-to-Face

Sem 2 2010,
Sem 1 2012,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 2 2017,
Summer2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020

Course Coordinator: Dr. Carol Tan

Course Coordinator Phone: +613 9925 1302

Course Coordinator Email: caroline.tan@rmit.edu.au

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:

CLO1: Critically evaluate different approaches to branding over time, including those drawing from economics, psychology, cultural and media studies, and marketing.

CLO2: Critically evaluate the usefulness of two competing models of brand positioning: mind-share and cultural branding.

CLO3: Apply different tools for understanding consumer-brand relationships.

CLO4: Evaluate and apply research tools for assessing the effectiveness of the brand-marketing program.

CLO5: Critically evaluate different approaches to growing and managing brands.

CLO6: Examine and address topical issues in brand management including issues of valuation, co-branding, co-creation, and crisis management.
 



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.

RMIT Library provides extensive resources for fashion and textiles students. 

Search the library and consult the Fashion and Textiles Subject Guides for more information. 

The library also provides guides on academic referencing and assistance is available via phone, chat and email.


Overview of Assessment

You will be assessed on how well you meet the course learning outcomes and on your development against the program learning outcomes. 

Assessment tasks are directly aligned with each Course Learning Outcome. They are as follows:

Assessment 1: Brand Analysis (30%) CLOs: 1, 2, 4

Assessment 2: Brand Development (40%) CLOs: 3, 5

Assessment 3: Client Pitch (30%) CLOs: 4, 6

Feedback will be given on all assessment tasks.

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 coordinator or Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.