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

Part B: Course Detail

Teaching Period: Term1 2014

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

Vicki Cole

vicki.cole@rmit.edu.au

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:

1.1 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 Key characteristics of TCF market segments are identified and implications for marketing activity examined.
2.3 Consumer behaviour for TCF product range is analysed.
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

  • 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 to improve the company’s marketing performance
  • 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

WK 1  The field of Marketing 2.1
WK 2  The marketing environment 1.1, 1.2, 1.3
WK 3  Gathering marketing information 2.1

WK 4  Market segmentation, targeting and positioning
WK5  Company brief (assignment issued) 1.5, 2.2


WK 6  Quiz 2 (25%)
WK7  Understanding the consumer market 2.3, 2.4
WK 8  Understanding the business market 2.3, 2.4
 

WK 9  Quiz 2(25%) Quiz 2 -25%
WK10  Product planning and development 3.1
WK 11  Product management strategies 3.2
WK 12  Store visit/observation for group assignment
WK 13  Pricing strategies 3.1, 3.2
WK 14  Distribution strategies 1.4, 3.3
WK 15  The promotional program 1.6
WK 16  Strategic marketing 3.4

Assignment due  SWOT analysis -25%
 


Learning Resources

Prescribed Texts

Peter Rix: Marketing, a practical approach (7e), McGraw Hill,2011 (ISBN: 10: 0-07-4717)


References


Other Resources

Rag Trader Magazine Business Review Weekly, IBIS Industry databases

Check library for DVDs, videos, databases, e-journals and journals
 


Overview of Assessment

Written quizzes, written report and oral presentation.


Assessment Tasks

Quiz 1 Written assessment in class to verify students’ understanding 25 marks
Quiz 2 Written assessment in class to verify students’ understanding 25 marks
SWOT analysis Group written work to research and analyse a TCF company’s marketing performance 25 marks
Quiz 3 Written assessment in class to verify students’ understanding 25 marks
 


Assessment Matrix

Elements
Quiz 1 Quiz 2 Quiz 3 SWOT analysis
1. Analyse TCF market conditions
 
2 Analyse the characteristics of the TCF market
 
3. Determine marketing features of a TCF product.
 

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