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 2016,
Sem 2 2016,
Sem 1 2017,
Sem 1 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019

Course Coordinator: Dr. Murray Rees

Course Coordinator Phone: +61 419 709 289

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

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

1. Critically analyse key marketing concepts across local and global entrepreneurial opportunities

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

3. Implement effective guerrilla marketing strategies (low cost marketing) to demonstrate resourcefulness

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

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

1. Research and creatively solve problems, demonstrating expert judgment and ethical responsibility, relating to your professional practice of fashion entrepreneurship

3. Professional communicate propositions, processes and outcomes to address specialist and non-specialist audiences while working with cultural differences in an appropriate manner

5. Implement research methodologies and methods to design and execute substantial applied and research projects, evaluate the outcomes and contribute to the fashion and textiles profession and the field of knowledge of fashion entrepreneurship

7. Investigate emergent global entrepreneurial issues and strategically respond to their impact in the fashion and textiles industry

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.

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

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

Overview of Assessment

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.