BA (Hons)

Fashion Business and Marketing


Do you dream of creating iconic campaigns for major brands that echo through time, of innovating new pathways into sustainable fashion, or of making your mark with your own independent fashion brand?  

Clothes on a shop rail

Course overview

Our Fashion Business and Marketing course produces industry-ready graduates with the practical skills, ethical awareness and digital acumen needed to thrive in a rapidly evolving fashion landscape. 

1st in the UK for graduate prospects (Art and Design subject rankings, Complete University Guide 2025) (CUG,2024)

As part of the Department of Marketing, Design and Immersive Technologies within the University of Winchester Business School, you will focus on fashion business management, fashion marketing and communications and brand innovation. You will gain a comprehensive understanding of the fashion industry, its key components, the marketing strategies employed within it, plus emerging trends, all of which prepare you to become industry experts and thought leaders. 

Our modules foster a deep appreciation for sustainability and ethical practices within the fashion industry ensuring you are well-prepared to contribute to the growing movement of regenerative fashion and conscious consumption. 

In recognition of the ever-evolving digital landscape, we place a significant focus on digital marketing and emerging trends in the fashion industry. Navigate the digital world, harnessing its potential for effective marketing and communication strategies, thereby staying ahead in the dynamic fashion landscape. 

With an emphasis on employability, we provide students with real-world experiences and opportunities to connect with industry professionals. Our programme has links with a range of current industry specialists who deliver guest lectures in areas such as fashion buying and trend forecasting, writing for fashion and how to create a successful online campaign. 

Before moving on to the final year, you may choose to spend a year on a placement in a business relevant to your ambitions. 

What you need to know

Course start date



On campus, Winchester

Course length

  • 3 years full-time
  • 6 years part-time



Typical offer

104-120 points


From £9,250 pa

Course features

  • Learn from a teaching team with fashion industry experience
  • Gain dynamic and cutting-edge skills relevant to the current fashion landscape 
  • Guest lectures from industry-leading brands
  • Spend a year on a placement in a business relevant to your ambitions

Course details

Our aim is to shape 'confident learners' by enabling you to develop the skills needed to excel in your studies here and as well as onto further studies or the employment market. 

You are taught primarily through a combination of lectures and seminars, allowing opportunities to discuss and develop your understanding of topics covered in lectures in smaller groups.

In addition to the formally scheduled contact time such as lectures and seminars etc.), you are encouraged to access academic support from staff within the course team and the wide range of services available to you within the University.

Independent learning

Over the duration of your course, you will be expected to develop independent and critical learning, progressively building confidence and expertise through independent and collaborative research, problem-solving and analysis with the support of staff. You take responsibility for your own learning and are encouraged to make use of the wide range of available learning resources available.

Overall workload

Your overall workload consists of class contact hours, independent learning and assessment activity.

While your actual contact hours may depend on the optional modules you select, the following information gives an indication of how much time you will need to allocate to different activities at each level of the course.

Year 1 (Level 4): Teaching, learning and assessment: 288 hours.

Modules are correct at the time of publishing but may be subject to change.

Independent learning: 912 hours
Year 2 (Level 5): Teaching, learning and assessment: 240 hours. Independent learning: 960 hours
Year 3 (Level 6): Teaching, learning and assessment: 168 hours. Independent learning: 1032 hours

*Please note these are indicative hours for the course. 

Key features of the Fashion Media and Marketing programme are our active links with a range of leading industry specialists running sessions with our students in areas such as visual merchandising, fashion designing, fashion buying and trend forecasting; opportunities for international study; encouraging work placements including during London Fashion Week and Winchester Fashion Week; and field trips to museums, exhibitions and enterprises in the vicinity and region.

Teaching Hours

All class based teaching takes places between 9am – 6pm, Monday to Friday during term time. Wednesday afternoons are kept free from timetabled teaching for personal study time and for sports clubs and societies to train, meet and play matches. There may be some occasional learning opportunities (for example, an evening guest lecturer or performance) that take places outside of these hours for which you will be given forewarning.


Our validated courses may adopt a range of means of assessing your learning. An indicative, and not necessarily comprehensive, list of assessment types you might encounter includes essays, portfolios, supervised independent work, presentations, written exams, or practical performances.

We ensure all students have an equal opportunity to achieve module learning outcomes. As such, where appropriate and necessary, students with recognised disabilities may have alternative assignments set that continue to test how successfully they have met the module's learning outcomes. Further details on assessment types used on the course you are interested in can be found on the course page, by attending an Open Day or Open Evening, or contacting our teaching staff.

Percentage of the course assessed by coursework

The assessment balance between examination and coursework depends to some extent on the optional modules you choose. The approximate percentage of the course assessed by different assessment modes is as follows:

Year 1 (Level 4)*: 75% coursework. 13% written exams. 12% practical exams
Year 2 (Level 5)*: 88% coursework. 0% written exams. 12% practical exams
Year 3 (Level 6)*: 75% coursework. 13% written exams. 12% practical exams

*Please note these are indicative percentages and modes for the programme.


We are committed to providing timely and appropriate feedback to you on your academic progress and achievement in order to enable you to reflect on your progress and plan your academic and skills development effectively. You are also encouraged to seek additional feedback from your course tutors.


Please note the modules listed are correct at the time of publishing. The University cannot guarantee the availability of all modules listed and modules may be subject to change. The University will notify applicants of any changes made to the core modules listed. For further information please refer to


Academic & Professional Skills

Whatever a student’s future business career, there are certain basic professional skills and expertise that are required in the workplace. This module provides opportunities to acquire and apply essential skills for academic success, while also developing ‘soft skills’ that are a prerequisite for a successful career. Students will practice, and build confidence in wide ranging skills, as part of their transition into higher education.

This module will help students develop basic research skills as part of individual work on a topic of their choice. They will also enhance their communication and negotiation skills; and increase awareness of the importance of evidence-based thinking and reflective practice.

Principles of Fashion

This module is an introduction to Fashion. The term fashion is used interchangeably with clothing, mode, dress, style and costume and yet it captures the spirit of the times, through seasonal collections in the major cities of London, Paris, Milan and New York.  It will examine the contemporary context of the UK’s textiles and clothing industries and the growing impact of low cost imports from overseas.

Digital Publishing

This module develops a practical understanding of the design and production principles of digital publishing.  Students will apply the principles of design layout, interactivity and images for online and traditional publications. They will learn the basic toolsets of relevant software from the Adobe Creative Suite. Technical support will be provided, and students will be expected to practice skills as guided independent study in order to create outputs for both the formative and summative assessments.

Practical Finance for Business

This module equips non-accounting students with the basic financial skills they will need to progress through their management-related degree studies. Students will learn the fundamental processes behind the production of historic financial information, allowing them to conduct analysis of financial statements. Additionally, students will develop knowledge of cost behaviours and forecasting, allowing them to make decisions such as how to price their product. The module allows students to bring together their financial skills by preparing extracts from a business plan as part of an application for finance. Emphasis will be placed on practical skills relevant to entrepreneurs and small business owners.

Trend Forecasting

Faith Popcorn, the American futurologist, describes trend forecasting as ‘cultural brailing’ i.e. a way of feeling the bumps in culture through all five senses. In this module, students will practice the art of looking sideways using desk research and field research activities.  From this process, they will learn to select the most significant trends emerging in contemporary fashion collections. They will investigate the clothed body and its role in articulating multiple identities.  Students will examine sociological theories, e.g. on gender (Paul Gilroy), race (W E B Du Bois) and class (Karl Marx), and reflect on ways in which marginalised groups seek to overcome persistent social injustices.

Discovering Your Subject

Whatever a student’s future career, there are certain professional skills that are required in the workplace. This module provides opportunities to acquire and apply essential skills for academic success, while also developing digital skills that are a prerequisite for a successful career.

Students will practice, and build confidence in wide ranging skills, as part of their transition into higher education. By establishing and pursuing a personal development plan, students develop a set of personal qualities such as self-awareness, confidence and resilience; and professional skills such as communication, teamwork, risk management, coaching and feedback. Whilst students learn to construct outstanding CVs and professional LinkedIn profiles, this module also aims to raise students’ digital skills competencies. The module will cover the general Microsoft Office suite and specific digital skills of particular relevance to the discipline that the student is studying. This module is taught as a mix of lectures, practitioner guest lectures, hands-on skills seminars and computer lab sessions.


Fashion Buying & Merchandising

In this module, key concepts relating to; merchandising for profit, mark-ups, pricing strategies, purchase performance and profitability, valuation of stock, markdowns will be addressed from a merchandising perspective. While, consumer profiling, comparative shopping, product and range development, sourcing, range and space planning will be explored from the perspective of the fashion the buyer. Inventory planning, product phasing and the changing nature of seasonality will be addressed via the clarification of the role of the fashion buyer and how this role differs from fashion merchandising to help facilitate well informed career choices. If this role is not a career aspiration, the focus upon essential industry transferable skills, mathematical and analytical, is critical for any commercial fashion role. Ethical and legal aspects of the role will be examined, and these essential elements will be explored via an understanding of professional bodies, NGO’s and consumer and employer expectations, underpinned by the UN Sustainable Development Goals Framework.

Fashion Retailing

This module is designed to explore fashion retailing theory and practice. The module reflects the rise of omnichannel retailing and provides students with the ability to think critically about the use of different fashion retail formats and channels in delivering an overall brand experience. The module will aim to explore emergent trends in fashion retailing and provide students with an insight into fashion consumer decision-making.

Fashion Supply Chain Management

Supply chain management is a relatively new topic which began to take shape in the 1980s and has gained momentum, in recent years, with advances in digital technology.  In this module students will identify the needs of the customer and how to develop relationships, conventionally adversarial and arm’s length, to one of mutuality and trust.  They will study the impact of the New Industrial Revolution, and the emergence of rapid manufacturing, advanced robotics and digitisation of the supply chain. Students will investigate the current volatility in the marketplace, and the need for agile supply chains where supplier and customer teams explore opportunities for realigning processes.  They will research the importance of adopting the triple bottom line, i.e. planet, people and profit, to ensure the long-term success of the business and future well-being of society in line with the UN’s SDG 12.

Optional Modules
  • Integrated Marketing Communications - 15 credits
  • Sandwich Year Employment Experience


Fashion & Consumer Psychology

By integrating and understanding the fields of fashion marketing and applied psychology, this module provides students with a scientific basis by which to explain the relationship between human behaviour and fashion consumer decision-making. The module reflects the emergence of interdisciplinary teams of marketers and consumer psychologists to unpack fashion shopping behaviour, deliver meaningful consumer experiences and ultimately deliver results for the fashion sector. The module also explores the powerful influence of fashion on consumer wellbeing in line with UN SDG 3.

Social Media Marketing

This module explores the key visual principles used in social media within a commercial context.  The module explores the role of communication planning and how best to deliver a timely message, to a specified target audience using appropriate social media channels. In addition, the module will explore key theories and concepts surrounding the social media marketing zones and the social media marketing campaign planning process.

Optional Modules
  • Fashion Enterprise - 15 credits

Students will choose one:

  • Strategic Brand Management - 15 credits
  • Digital Marketing - 15 credits
  • Value Studies - 15 credits

Students will choose one:

  • Marketing Development in a Volunteering Context - 15 credits
  • Fashion Public Relations - 15 credits

Entry requirements

104-120 points

Our offers are typically made using UCAS tariff points to allow you to include a range of level 3 qualifications and as a guide, the requirements for this course are equivalent to:

  • A-Levels: BCC-BBB from 3 A Levels or equivalent grade combinations (e.g. BBB is comparable to ABC in terms of tariff points)
  • BTEC/CTEC: DMM from BTEC or Cambridge Technical (CTEC) qualifications
  • International Baccalaureate: To include a minimum of 2 Higher Level certificates at grade H4
  • T Level: Merit in a T Level

Additionally, we accept tariff points achieved for many other qualifications, such as the Access to Higher Education Diploma, Scottish Highers, UAL Diploma/Extended Diploma and WJEC Applied Certificate/Diploma, to name a few. We also accept tariff points from smaller level 3 qualifications, up to a maximum of 32, from qualifications like the Extended Project (EP/EPQ), music or dance qualifications. To find out more about UCAS tariff points, including what your qualifications are worth, please visit UCAS.

In addition to level 3 study, the following GCSE’s are required:

GCSE English Language at grade 4 or C, or higher. Functional Skills at level 2 is accepted as an alternative, however Key Skills qualifications are not. If you hold another qualification, please get in touch and we will advise further.

If you will be over the age of 21 years of age at the beginning of your undergraduate study, you will be considered as a mature student. This means our offer may be different and any work or life experiences you have will be considered together with any qualifications you hold.

If English is not your first language, a formal English language test will most likely be required and you will need to achieve the following:

  • IELTS Academic at 5.5 overall with a minimum of 5.5 in all four components (for year 1 entry)
  • We also accept other English language qualifications, such as IELTS Indicator, Pearson PTE Academic, Cambridge C1 Advanced and TOEFL iBT

If you are living outside of the UK or Europe, you can find out more about how to join this course by contacting our International Recruitment Team via our International Apply Pages.

2024 Course Tuition Fees

  UK / Channel Islands /
Isle of Man / Republic of Ireland 


Year 1 £9,250 £16,700
Year 2 £9,250 £16,700
Year 3 £9,250 £16,700
Total £27,750 £50,100
Optional Sandwich Year* £1,850 £3,340
Total with Sandwich Year £29,600 £53,440

Additional tuition fee information

If you are a UK student starting your degree in September 2024, the first year will cost you £9,250**. Based on this fee level, the indicative fees for a three-year degree would be £27,750 for UK students.

Remember, you don’t have to pay any of this upfront if you are able to get a tuition fee loan from the UK Government to cover the full cost of your fees each year.

UK Part-Time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £77.08 and a 15 credit module is £1,156. Part-time students can take up to a maximum 90 credits per year, so the maximum fee in a given year will be the government permitted maximum fee of £6,935.

International part-time fees are calculated on a pro rata basis of the full-time fee for a 120 credit course. The fee for a single credit is £139.14 and a 15 credit module is £2,087.

* Please note that not all courses offer an optional sandwich year.

**The University of Winchester will charge the maximum approved tuition fee per year.

Additional costs

As one of our students all of your teaching and assessments are included in your tuition fees, including, lectures/guest lectures and tutorials, seminars, laboratory sessions and specialist teaching facilities. You will also have access to a wide range of student support and IT services.

There might be additional costs you may encounter whilst studying. The following highlights the mandatory and optional costs for this course:


Core Text: Multiple copies of core text are held within the library and e-books are identified where possible, however due to limited availability students are recommended to purchase a copy for their own use. It is possible for students to purchase second-hand copies. Indicative cost: £50 - £300 per year

Exhibitions: It is recommended that students attend exhibitions for which approximate cost of travel and admission is £180 in total across the three year duration of the course. Indicative cost: £180


Printing and Binding: The University is pleased to offer our students a printing allowance of £5 each academic year. This will print around 125 A4 (black and white) pages. If students wish to print more, printer credit can be topped up by the student. The University and Student Union are champions of sustainability and we ask all our students to consider the environmental impact before printing.


We have a variety of scholarship and bursaries available to support you financially with the cost of your course. To see if you’re eligible, please see our Scholarships and Awards.


Our well-prepared and skilled graduates go on to enjoy a wide range of careers within the fashion industry in marketing, media, brand management, advertising, public relations, trend forecasting, consumer research, buying, merchandising and visual merchandising. Graduates have gone on to work at Burberry, Harrods, WGSN, New Look and ASOS. 

The University of Winchester ranks in the top 10 in the UK for graduates in employment and/or further study according to the Graduate Outcomes Survey 2023, HESA.

Pre-approved for a Masters

University of Winchester students studying Bachelor Honours degrees are pre-approved to start a Masters degree at Winchester. To be eligible students must apply by the end of March in their final year and meet the entry requirements of their chosen Masters degree.

Student with careers staff member
"At Winchester you are truly valued as a student. I will graduate knowing that the University helped me become the best version of myself, and I have developed the tools and skills to continue learning and growing in my career and personal life." Ellen Wood, University of Winchester graduate

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