Course Title: Digital Fashion Marketing Strategies
Part A: Course Overview
Course Title: Digital Fashion Marketing Strategies
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1440 |
Brunswick Campus |
Undergraduate |
350H Fashion & Textiles |
Face-to-Face |
Sem 2 2021, Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 2 2023, Sem 1 2024 |
MKTG1441 |
RMIT University Vietnam |
Undergraduate |
350H Fashion & Textiles |
Face-to-Face |
Viet2 2020, Viet3 2022, Viet3 2023, Viet3 2024 |
Course Coordinator: Dr Tony Cooper
Course Coordinator Phone: by email
Course Coordinator Email: tony.cooper2@rmit.edu.au
Course Coordinator Location: B511.01.001
Course Coordinator Availability: By appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
Required Prior Study
You should have satisfactorily completed MKTG1446/MKTG1447/MKTG1504 Introduction to Fashion Marketing and MANU2491/MANU2492/MANU2520 Digital Applications for Fashion Enterprise 1 before you commence this course.
Alternatively, you may be able to demonstrate the required skills and knowledge before you start this course.
Contact your course coordinator if you think you may be eligible for recognition of prior learning.
For your information go to RMIT Course Requisites webpage.
Course Description
This course is designed to develop the knowledge and skills required to be a successful Digital Fashion Marketer. You will critically review current contemporary digital marketing and communication practices within the fashion industry through case studies in digital and social media marketing. You will research and apply a range of creative and commercial skills to develop strategies for online marketing, social media marketing, fashion marketing and mobile media.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
In this course you will develop the following program learning outcomes:
PLO1: Critically review, analyse and evaluate theory and industry knowledge relevant for fashion enterprise in the global fashion business environment.
PLO3: Demonstrate creativity, critical thinking and innovation to identify and solve problems in diverse contexts within the field of fashion enterprise.
PLO5: Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness through ethical and reflective practice.
Course Learning outcomes
Upon successful completion of this course, you will be able to:
CLO 1: Critically review and evaluate theory and knowledge relevant to digital fashion marketing and technologies in fashion enterprise practice.
CLO 2: Analyse and evaluate social media marketing practices within the global fashion business environment.
CLO 3: Identify challenges and opportunities in the digital world for fashion brands to develop competitive strategies.
CLO 4: Apply digital marketing and communication principles to develop a practical digital fashion marketing plan for apparel brands.
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 business problems.
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.
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: Digital fashion marketing research task (individual) 10% (CLO1,3)
Assessment Task 2: Digital Channel Audit (individual) 40% (CLO 1,2)
Assessment Task 3: Digital Marketing Strategy (group) 50% (CLO1,2,3,4)
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.