Course Title: Marketing for Fashion Entrepreneurs

Part A: Course Overview

Course Title: Marketing for Fashion Entrepreneurs

Credit Points: 12.00

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: 

Please read the Student website for additional requirements of in-person attendance:

Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.


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,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022

Course Coordinator: Dr Stephen Wigley

Course Coordinator Phone: +61 (03) 9925 9548

Course Coordinator Email:

Course Coordinator Location: B511 F02 R007

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

Your learning will be facilitated via a range of in-class and online activities that will require both individual and collaborative engagement. Class activities promote your ability to enquire, investigate, analyse and solve fashion entrepreneurship problems.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

There are services available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal. 

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. 

Assessment Tasks: 
Assessment Task 1: Macro & Micro Analysis (30%) - Individual Assignment (written submission), CLOs 1 & 2   
Assessment Task 2: Marketing Plan (35%) - Group Assignment (written submission), CLO 4   
Assessment Task 3: Marketing Campaign Implementation (35%) - Group Assignment (submission + presentation in class), CLO 3 

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.