Course Title: Marketing for Fashion Entrepreneurs

Part A: Course Overview

Course Title: Marketing for Fashion Entrepreneurs

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


Brunswick Campus


350H Fashion & Textiles


Sem 1 2017,
Sem 1 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020

Course Coordinator: Dr Stephen Wigley

Course Coordinator Phone: +61 (03) 9925 9548

Course Coordinator Email:

Course Coordinator Availability: By Appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

You should have satisfactorily completed the prerequisite course MKTG1310 Fashion Entrepreneurship or equivalent before you commence this course.

Note it is a condition of enrolment at RMIT that you accept responsibility for ensuring that you have completed the prerequisite/s and agree to concurrently enrol in co-requisite courses before enrolling in a course.

Course Description

This course encapsulates entrepreneurial approaches to marketing for fashion ventures. You will differentiate conventional corporate marketing with guerrilla marketing techniques by investigating marketing theories, market research and marketing communication in relation to entrepreneurship. You will also be developing, executing and evaluating innovative fashion marketing strategies with limited budgets and scarce resources to adapt to market needs.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

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

PLO 1: Research and creatively solve problems, demonstrating expert judgement and ethical responsibility relating to the business of fashion and textiles.

PLO 3: Effectively communicate propositions, processes and outcomes to the fashion industry and a wider audience, acknowledging cultural inclusion.

PLO5: implement research methods to issues and challenges in the fashion and textiles business.

PLO6: Consolidate entrepreneurial skills to implement new directions for the fashion and textiles industry.

Course Learning Outcomes

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

CLO1: Critically analyse key marketing concepts across local and global entrepreneurial opportunities

CLO2: Research and evaluate contemporary marketing strategies in the fashion industry focusing on key technological and market changes

CLO3: Implement effective guerrilla marketing strategies (low cost marketing) to demonstrate resourcefulness

CLO4: Integrate the marketing function of a fashion venture with other aspects of business planning to create customer value

Overview of Learning Activities

Students will explore theories and concepts associated with the defined learning outcomes and the practical application of these theories and concepts via learning modes such as formal lectures, guest lectures and tutorials involving case studies, class discussions and presentations.

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 – Marketing Audit (20%) CLOs 1,2

Assessment 2 – Campaign Conceptualisation (30%) CLOs 1,2,3

Assessment 3 – Marketing Campaign Plan (50%) CLOs 1,2,3,4

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.