Course Title: Analyse textiles clothing and footwear merchandising and marketing principles

Part B: Course Detail

Teaching Period: Term1 2009

Course Code: MKTG5770C

Course Title: Analyse textiles clothing and footwear merchandising and marketing principles

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C4219 - Certificate IV in Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: 9925 9145

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


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 60

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

None

Course Description

This course covers skills and knowledge to analyse key principles of merchandising and marketing when applied in a textiles, clothing and footwear (TCF) environment.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

LMTGN4019A Analyse textiles clothing and footwear merchandising and marketing principles

Element:

1.  Analyse TCF market conditions

2.  Analyse the characteristics of the TCF market

3.  Determine marketing features of a TCF product

Performance Criteria:

1 Domestic conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.2 Global conditions affecting the TCF market are analysed and effects of these conditions on the TCF industries are identified

1.3 Significance of TCF product range on the global market is analysed

1.4 Key components of the TCF supply chain are identified and influences on supply chain conditions are analysed

1.5 Features of mainstream and niche markets within the TCF market are examined

1.6 Role of merchandising in the TCF marketplace is examined


2.1 Current information on the TCF market is accessed and analysed to determine trends influencing TCF production and supply

2.2 TCF market segmentation, targeting and price positioning are analysed for TCF product range

2.3 Key characteristics of TCF market segments are identified and implications for marketing activity examined

2.4 Consumer behavior for TCF product range is analysed



3.1 Technical specifications of a TCF product are identified and implications for market positioning determined

3.2 Role of creativity in the marketing of TCF products is analysed

3.3 Networks applying to the marketing and merchandising of a TCF product are identified

3.4 Strengths, weaknesses, opportunities and threats applying to a TCF product are identified and implications for marketing examined




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

Lectures, class discussions, field trips and observations, secondary research, report writing and oral presentations


Teaching Schedule

Week no topic Competency elements Assessment tasks
1 Orientation/Learning styles    
2 Introduction to basic Marketing concepts 2.1  
3 Macro and mirco marketing environments affecting TCF industry 1.1, 1.2, 1.3  
4 Basic Marketing information gathering methods and evaluations 2.1  
5 Quiz 1, Group formation and Company brief, assignment issued and discussed    Quiz 1-25%
6 Market segmentation, targeting and positioning 1.5, 2.2  
7 Understanding conusmer behaviours and factors influencing them 2.3, 2.4  
8 Understanding organisational buying behaviours and factors influencing them 2.3, 2.4  
9 Quiz2, store/show room/warehouse visits    Quiz 2 -25%
10 Product planning and development 3.1  
11 Product management strategies 3.2  
12 Product pricing strategies 3.1, 3.2  
13 Distribution strategies 1.4, 3.3  
14 Promotional strategies 1.6  
15 Strategic planning 3.4  
16 Assignment due/oral presentations    SWOT analysisAssignment -40%
17 Oral presentations    Oral presentation -10%
18 Re-sit    
 Weekly planner may be subject to change


Learning Resources

Prescribed Texts

Peter Rix, Marketing, a practical approach (6e), McGraw Hill, 2007

10: 0-07-4717

References

Solomon, Hughes, Chitty etc. Marketing, real people, real choices, Pearson Prentice Hall,  2009.      


Other Resources

Rag Trader Magazine

Business Review Weekly


Overview of Assessment

Written quizzes, written report and oral presentation.


Assessment Tasks

 
Quiz 1: Multiple choice questions verify the students understanding of basic marketing concepts and principles - 25 %


Quiz 2: Multiple choice questions to check students understanding of Market segmentation, positioning and consumerbehaviours -25 %

SWOT analysis assignment: Based on a TCF company’s brief and field trips/observations, develop a SWOT analysis of the TCF company - 40%

Oral presentation: Using PPT to present assignment findings and recommendations - 10%


Assessment Matrix

  Quiz 1 Quiz 2 SWOT analysis Oral presentation

LMTGN4019A

Analyse textiles clothing and footwear

merchandising and marketing principles

 

      √      √      √      √

Other Information

A TCF company will be selected to provide a platform for student learning. A company brief will be given to all students and a field trip to the company’s showroom/warehouse will be scheduled as part of the learning process. Students are also encourage to visit the company’s stores/competitors’ stores in order to understand the marketing concepts and principles in the context of TCF industry.

Course Overview: Access Course Overview