Course Title: Develop marketing plans for fashion products

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: GRAP5240C

Course Title: Develop marketing plans for fashion products

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C4219 - Certificate IV in Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: +61 3 9925 9145

Course Contact Email:yuping.li@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Vicki Cole    vicki.cole@rmit.edu.au    PH:   9925 9145

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

MKTG5770C Analyse textiles clothing and footwear merchandising and marketing principles

Course Description

A TCF Company will be identified and a product category will be assigned to each student group. Students will be guided to design a questionnaire based on the company’s information requirements, a minimum of 50 respondents will be recruited for a consumer survey. The data from the surveys will be analysed by using computer softwares and a report will be produced for the company.
A marketing plan for the product category will be researched and produced, which will include both primary and secondary research information on market trends, competitors and external marketing environments. The company’s marketing practice and the product category’s performance will be evaluated and recommendations will be made to improve the company’s overall marketing performance and sales of the product category. A formal oral presentation will be made to the industry personnel at the end of the semester.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	LMTFD5004B Develop marketing plans for fashion products
Element:	1. Identify key elements of fashion design
Performance Criteria:	1.1 Features and benefits of fashion design are identified. 1.2 Target market is researched and needs and expectations in relation to fashion design are identified. 1.3 Price point of design is identified. 1.4 Marketing budget for fashion product is identified 1.5 Other relevant details that may affect marketing activities are identified.
Element:	2. Establish marketing objectives
Performance Criteria:	2.1 Client position and range of fashion products in market place are identified. 2.2 Marketing objectives and sales targets are established client. 2.3 Product pricing strategy and position in market are established. 2.4 Packaging and distribution requirements of fashion design are established.
Element:	3. Research and determine marketing options
Performance Criteria:	3.1 Appropriate media are identified to reach target market. 3.2 Uses of Media are determined and appropriate strategies selected. 3.3 Marketing event options are explored and assessed for effectiveness in marketing fashion design. 3.4 Promotional activities are selected for relevance to fashion design. 3.5 Timing of marketing activities is explored. 3.6 Costing of marketing options is determined.
Element:	4. Develop and present marketing plan
Performance Criteria:	4.1 Marketing cycle of fashion product is identified. 4.2 Marketing plan is developed which details marketing activities. 4.3 Marketing plan is assessed for its effectiveness in meeting marketing objectives, timing and budget requirements. 4.4 Marketing plan is presented and discussed with client. 4.5 Client response is received and integrated into further marketing proposals.
Element:	5. Document marketing plan
Performance Criteria:	5.1 Marketing plan is documented according to industry practices. 5.2 Reports on marketing opportunities and strategies are documented and presented to relevant persons in the workplace.

Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.

Details of Learning Activities

 Observe and survey the target market
 Research, collect and analyse data on a fashion company
 Group discussion on company’s marketing mix and positioning strategies
 Work in a group to brainstorm recommendations for marketing plan
 Use technology to prepare assignments (Communication and technology)
 Use On-line activities (Technology)
 Use technology to present findings of research (Communication and technology)
 Design appropriate format for assignments (Initiative and enterprise)
 

Teaching Schedule

2013 Weekly Schedule
Week Session – Topic
Learning Activity ELEMENT
Performance Criteria
Week 1 Assessments structure/format Mission statement/Code of Ethics and Behaviour 1. Identify key elements of fashion design – 1.1, 1.2, 1.3, 1.4, 1.5
Week 2 Questionnaire Design
Confirm time/location of survey 1. Identify key elements of fashion design – 1.1, 1.2, 1.3, 1.4, 1.5
Week 3 Questionnaire Design 1. Identify key elements of fashion design – 1.1, 1.2, 1.3, 1.4, 1.5
Week 4 Field work 1. Identify key elements of fashion design – 1.1, 1.2, 1.3, 1.4, 1.5
Week 5 Field work 1. Identify key elements of fashion design – 1.1, 1.2, 1.3, 1.4, 1.5
Week 6 Data analysis Preparation for report & presentation Covering All Elements 2 & 3
Week 7 Preparation time for Report submission & Oral Presentation Covering All Elements 2 & 3
Week 8 Preparation of the Marketing Plan Current Market situation Covering All Elements 4 & 5
Week 9 Preparation of the Marketing Plan SWOT and issues analysis Covering All Elements 2, 3, 4 & 5
Week 10 Preparation of the Marketing Plan Objectives Marketing Strategies Covering All Elements 2, 3, 4 & 5
Week 11 Preparation of the Marketing Plan Action Program Projected profit and loss statement/Budget Covering All Elements 2, 3, 4 & 5
Week 12 Preparation of the marketing plan Controls Executive summary/table of contents Covering All Elements 2, 3, 4 & 5
Week 13 Group to finalise Marketing plan contents Covering All Elements 2, 3, 4 & 5
Week 14 Preparation of the marketing plan Report format & structure Time table for Oral presentations Covering All Elements 2, 3, 4 & 5
Week 15 Preparation for Oral presentation 4.4
Week 16 Marketing Plan Due Teachers available for consultation/oral presentation practice 4.3, 4.4, 4.5
Week 17 ORAL PRESENTATIONS 4.4
 

Learning Resources

Prescribed Texts

References

Other Resources

Rag Trader Magazine Business Review Weekly, IBIS Industry databases

Overview of Assessment

Questionnaire design - Design a questionnaire based on a TCF company’s information requirements
Data analysis - report Collate survey data and write a report
Marketing plan - Write a marketing plan for a specific product category
Oral presentation - Power point presentation to industry personnel

Assessment Tasks

Assessment Method Marks Awarded
1. Questionnaire design Design a questionnaire based on a TCF company’s information requirements 10 marks

2.Data analysis report Collate survey data and write a report 20 marks

3.Marketing plan Write a marketing plan for a specific product category 60 marks

4.Oral presentation Power point presentation to industry personnel 10 marks

Assessment Matrix

Elements Questionnaire design Data Analysis Marketing plan Oral presentation
1. Identify key elements of fashion design  
2. Establish marketing objectives   
3. Research and determine marketing options  
4. Develop and present marketing plan  
5. Document marketing plan  
 

Course Overview: Access Course Overview