Course Title: Develop marketing plans for fashion products

Part B: Course Detail

Teaching Period: Term1 2012

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

Name and Contact Details of All Other Relevant Staff

Vikki Cole

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


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

Performance Criteria:

1.1Features and benefits of fashion design are identified.
1.2Target market is researched and needs and expectations in relation to fashion design are identified.
1.3Price point of design is identified.
1.4Marketing budget for fashion product is identified.
1.5Other relevant details that may affect marketing activities are identified.
2.1Client position and range of fashion products in marketplace are identified.
2.2Marketing objectives and sales targets are established with client.
2.3Product pricing strategy and position in market are established.
2.4Packaging and distribution requirements of fashion design are established.
3.1Appropriate media are identified to reach target market.
3.2Uses of media are determined and appropriate strategies selected.
3.3Marketing event options are explored and assessed for effectiveness in marketing fashion design.
3.4Promotional activities are selected for relevance to fashion design.
3.5Timing of marketing activities is explored.
3.6Costings of marketing options are determined.
4.1Marketing cycle of fashion product is identified.
4.2Marketing plan is developed which details marketing activities.
4.3Marketing plan is assessed for it effectiveness in meeting marketing objectives, timing and budget requirements.
4.4Marketing plan is presented and discussed with client.
4.5Client response is received and integrated into further marketing proposals.
5.1Marketing plan is documented according to industry practices.
5.2Reports 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

WEEK                                            TOPIC

1 Assessments structure/format Mission statement/Code of Ethics and Behaviour
2 Questionnaire Design
3 Questionnaire Design Confirm time/location of survey
4 Field work
5 Field work
6 Data analysis Preparation for report & presentation
7 Preparation time for Report submission & Oral Presentation
8 Preparation of the Marketing Plan Current Market situation
9 Preparation of the Marketing Plan SWOT and issues analysis
10 Preparation of the Marketing Plan Objectives Marketing Strategies
11 Preparation of the Marketing Plan Action Program Projected profit and loss statement/Budget
12 Preparation of the marketing plan Controls Executive summary/table of contents
13 Group to finalise Marketing plan contents
14 Preparation of the marketing plan Report format & structure Time table for Oral presentations
15 Preparation for Oral presentation
16 Marketing Plan Due Teachers available for consultation/oral presentation practice

Learning Resources

Prescribed Texts

Peter Rix: Marketing, a practical approach (6e), McGraw Hill,2007 (ISBN: 10: 0-07-4717)


Other Resources

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

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
Questionnaire design Design a questionnaire based on a TCF company’s information requirements                                                   10 marks
Data analysis report Collate survey data and write a report                                                                                                             20 marks
Marketing plan Write a marketing plan for a specific product category                                                                                             50 marks
Oral presentation Power point presentation to industry personnel                                                                                                   20 marks   

Assessment Matrix

Course Overview: Access Course Overview