- Learn from a teaching team with fashion industry experience
- Guest lectures from industry leading brands such as ASOS, WGSN and Patagonia
- Opportunities for placements and internships
- Study abroad in the USA and France
If you can see yourself running catwalk shows at London Fashion Week, creating compelling campaigns for international brands or sourcing the latest trends for an online fashion retailer, then our three-year degree course could be the perfect fit for you.
Fashion Marketing and Media at Winchester focuses on the commercial face of the fashion-industry, embracing digital media and the latest marketing technologies. As part of the Department of Marketing Event and Project Management within the Business School, we aim to help you become an innovative, responsible and confident marketer and manager.
Our programme has links with a range of 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. There are opportunities for international study in the USA and France (in the second year of study), students are supported to find work placements at London Fashion Week, and there are opportunities for field trips.
Year 1 introduces you to the key theories, concepts and perspectives underpinning the subject area, as well as outlining the scope of the fashion industry. Topics include: Introduction to Academic and Professional Studies, E-Publishing, Understanding Markets, Fashion in Focus, Managing Finance, Introduction to Media, and Marketing Principles.
Year 2 builds on your foundation year to provide further insight and opportunity to apply your learning in a range of areas such as Fashion Buying, Creativity Design and Innovation, Consumer Behaviour, Fashion Merchandising, Brand Identity and Design, Integrated Marketing Communications and Applied Marketing Research.
By Year 3, you are ready to study in a more independent manner and to actively consider your work options before graduation. You align your final major project to your preferred career path via a range of optional taught modules, a research project, dissertation or part-time work placement. You can continue to hone your advanced skills in the following topics, which support your final major project: Fashion Media and Identity, Sustainability and Responsibility in Fashion, Strategic Brand Management, Strategic Innovation Management, Creating a Social Media Campaign and Digital Marketing.
Our well prepared and skilled graduates go on to enjoy a wide range of careers within the fashion industry in marketing, media, brand management, writing and publishing, styling, 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.
Graduates enter a wide range of careers events management, journalism, visual merchandising, fashion buying, academic research and trend forecasting.
94.4% of our 2015/16 graduates (first degree and other undergraduate courses) were in employment and/or further study six months after completing their course.
The Destinations of Leavers from Higher Education (DLHE) record collects information about what those completing university go on to do six months after graduation. The Careers Service undertakes DLHE on an annual basis through surveys and a data collection process. DLHE is designed and strictly controlled by 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.
ABOUT THIS COURSE
Suitable for applicants from:
UK, EU, World
Students have a variety of opportunities to undertake placements and internships with a range of local, regional and international fashion employers and organisations
Students regularly make visits to local (Hampshire) and national (London) museums to see exhibitions in Fashion and the Fine Arts.
Our BA (Hons) Fashion Marketing and Media course provides an opportunity for you to study abroad in the United States of America (USA).
For more information see our Study Abroad section.
Learning and teaching
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, your personal tutor and the wide range of services available to you within the University.
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.
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): Timetabled teaching and learning activity*
Teaching, learning and assessment: 288 hours
Independent learning: 912 hours
Year 2 (Level 5): Timetabled teaching and learning activity*
Teaching, learning and assessment: 240 hours
Independent learning: 960 hours
Year 3 (Level 6): Timetabled teaching and learning activity*
Teaching, learning and assessment: 132 hours
Independent learning: 936 hours
Placement: 132 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.
Taught elements of the course take place on our King Alfred Campus (Winchester) or at our West Downs Campus (Winchester)
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)*:
0% written exams
0% practical exams
Year 2 (Level 5)*:
0% written exams
25% practical exams
Year 3 (Level 6)*:
0% written exams
0% 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.
For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures
2018 Entry: 104-120 points
A GCSE A*-C or 9-4 pass in English Language is required
International baccalaureate: 26 points
If English is not your first language: Year 1/Level 4: IELTS 6.0 overall with a minimum of 5.5 in writing or equivalent
Course enquiries and applications
Telephone: +44 (0) 1962 827234
If you are living outside of the UK or Europe, you can find out more about how to join this course by emailing our International Recruitment Team at International@winchester.ac.uk or calling +44 (0)1962 827023
Explore our campus and find out more about studying at Winchester by coming to one of our Open Days.
Year 1 (Level 4)
This module provides an introduction to the concepts, theories and practices of marketing. The meaning and scope of modern marketing will be discussed in depth; considering its role as both a management philosophy and a business function. Traditional marketing concepts such as the marketing mix will be explored, examining the need to create synergy between marketing mix components and the wants and needs of the market place. Students will be encouraged to develop critical marketing perspective considering the impact marketing has on the economy, society and the environment.
|Introduction to Media||15|
This module is an introduction to various media platforms where businesses/consumers can create text, images and campaigns for different target audiences. It will examine the contemporary requirements of these communications and traditional and emerging business models. From content marketing, to blogging and ‘vlogging’, to feature writing and editorial; theory and practice will come together to define and identify the key influencers/influences across different types of platforms and how today’s successful writers and tastemakers target specific audiences. Students will understand the purposes and differences between a cross-section of different platforms, techniques and roles. Teaching will take the form of creative and interactive seminars during which students will be introduced to varying techniques via critical market analysis and learn how to articulate visual ideas and trends via a variety of writing styles suitable for different audiences.
The module focuses on the fundamental roles of management accounting, with particular reference to small businesses. The module will involve students in the gathering of information for budgeting, cost analysis and monitoring purposes. Students will develop knowledge and skills related to planning, controlling and monitoring activities to improve the efficiency of a business, and will develop an appreciation of the ethical and responsible considerations associated with the financial management of a sustainable business. Skills in project appraisal will be developed though activities which seek to assess the viability of a range of business projects.
|Fashion in Focus||15|
In this module students will examine fashion movements from the past hundred years through the lens of dress history. Students will focus on leading fashion designers who have captured the prevailing zeitgeist. They will explore global influences through the centuries in terms of textiles, designs and technology. Detailed analysis will foster an understanding of cut and construction and the introduction of mechanised methods of production.
An understanding of markets is central to the study of business. This module takes a sociological perspective of markets and market economics, encouraging discussion of how individual consumers, industrial firms, governments, and other networks and organisations affect consumer culture and shape market dynamics. Students will consider current consumer trends and the circumstances in which markets succeed or fail. Consumer dependence on social and economic structures will be explored, along with trends towards increasing consumer power, consumer participation and political consumerism. The implications of new and emerging markets will also be discussed, as will historical and cultural aspects of the move towards consumerism. The module provides an introduction to a range of data sources and analytical tools concerning market and consumer trends.
This module develops a practical understanding of the design and production principles of electronic publishing, alongside a broad working understanding of the technological infrastructure, that facilitate modern digital marketing and media communication.
Students will be introduced to creative production processes and explore the conceptual and practical skills that underlie the dynamics of E-publishing. A fundamental set of digital creative production skills using the Adobe Creative Suite of products will be developed with an emphasis on the streamlined integration of components.
|Business of Fashion||15|
This module will introduce the fashion industry from a business perspective; by defining markets, market levels, product sectors and services and business models. Research and investigation will develop an understanding of the broad scope and therefore range of opportunities that exist within the business of fashion. Students will research a range of fashion industry careers and critically review the challenges and opportunities inherent to those careers. Such a critical review will inform an understanding of the nature of skills and thinking required for specific career paths and students will develop an awareness of the skills and breadth of knowledge necessary for future employment within the fashion industry. The identification of key transferable skills and specific skills, alongside critical success factors in today’s rapidly changing career landscape will assist with individual professional development plans (PDP’s), CV’s and professional profiles.
|Introduction to Academic and Professional Studies||15|
The aim of this module is to develop student understanding of the skills and competencies required in both academic and professional environments. Students will work individually and in teams to develop the knowledge and skills required to plan, design and conduct a research project. Students will have the opportunity to engage in a range of activities which will build industry awareness at a national and international level; enhance communication and negotiation skills; and increase awareness of the importance of evidence based thinking and reflective practice. This module provides the foundation for continuing personal and professional development building confidence to provide students with the potential to maximise academic and career aspirations.
Year 2 (Level 5)
|Integrated Marketing Communications||15|
This module considers both the theoretical and practical aspects of integrated marketing communications. Theories of communication influence are explored, with emphasis on how the communication tools (advertising, personal selling, public relations, sales promotion, direct marketing and digital marketing) can be synthesised to enable the delivery of consistent brand messages across multiple marketing channels. Students will be encouraged to identify the salient characteristics of target audiences to facilitate the utilisation of relevant communication tools in order to amplify vital marketing messages.
|Brand Identity and Design||15|
This module allows students to demonstrate an advanced understanding of identity and design principles via the deconstruction and creation of a brand identity. Brand aesthetics and semiotics play an important part in creating identity and image within a social and cultural context. Students explore theories and practices relating to brand design as emotive tool and change agent. Commercial aspects of brand: identity, personality and equity are explored via the interpretation and realisation of a creative brief, gaining a practical appreciation of how to manage the creative design process.
Students will analyse the role of a fashion buyer (branded and own-label) and buying career progression routes and demonstrate an understanding of the processes and methods used within the role. Key activities and topics include; consumer profiling, trend and colour forecasting, comparative shopping, product and range development, range and space planning, visual merchandising and retail maths. Industry activities will be simulated to enable students to investigate dilemma’s in buying, review commercial constraints, and propose solutions; in doing so students will begin to acquire professional knowledge and expertise, and demonstrate this via appropriate communication and presentation of primary and secondary research; there is a strong focus on presentation skills, reflective of industry practice.
This module explores contemporary consumer behaviour theory and examines its application and relevance within marketing management, decision-making and societal contexts. The module is designed to help students understand the factors that influence consumer behaviour and will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences, evolving through an exploration of the contributions from; economics, psychology, sociology and cultural anthropology that reveal the motivations underlying consumer behaviour.
|Creativity, Design and Innovation||15|
Successful and sustainable organisations depend upon their ability to generate creative new products and services, and finding new ways of doing business. Entrepreneurial ventures rely upon new ideas to establish themselves in the market. Without creativity, design and innovation established organisations would lose sources of advantage to competitors. The processes through which creativity, design and innovation occur, and how these can be encouraged at individual, team and organisation level, are, therefore, important concerns for management. Creativity, design and innovation can be seen from different perspectives, including responsible management, marketing, leadership, knowledge and learning, finance, operations, and strategy. As such, study of creativity, design and innovation helps to develop a broad appreciation of the interconnections between apparently diverse business and management subject areas.
This module is designed to give students an understanding of the role of fashion merchandiser within different types of working environments (head office, SME’s and start-ups). Key areas of focus are; the interrelationships with different job roles and departments such as buying, marketing and visual merchandising. An understanding of different types of retail environments (virtual and actual) and channels will be gained through the study of retail expansion strategies (domestic and international). Mathematical concepts relating to; merchandising for profit, mark-ups, pricing strategies, purchase performance and profitability, valuation of stock, mark downs and promotional strategies are studied.
|Applied Marketing Research||30|
This module aims to provide a foundation for students to develop their understanding and application of marketing research methods for academic and professional purposes. Students will explore a variety of marketing research approaches and will develop practical research skills including problem definition and scope; effective research design; and data collection and analysis. In addition, students will develop an appreciation of ethical implications of the research process to facilitate responsible research practice. The module provides an introduction to the market research industry and relates research skills learned in the module to real-life application in business.
Year 3 (Level 6)
|Creating a Social Media Campaign||15|
|Strategic Innovation Management||15|
|Strategic Brand Management||15|
|Fashion, Media and Identity||15|
|Sustainability and Responsibility in Fashion||15|
In this module students select a job role and company they aspire to as a first graduate role and produce a research project that evaluates their own suitability for this role. There are two components to the research project; the first ‘Opportunity Evaluation’ is research based using a theoretical base and empirical investigation. This identifies a future opportunity, i.e. a position for which student’s skills, attributes, ideas and interests have a distinctive fit. Self-reflective evaluation is used to justify how and why these skills fit with a specific career opportunity. Utilising theory and skills acquired throughout the programme students draw upon a theoretical base. The second component ‘Personal Achievements’ acts as an appendix to the ‘Opportunity Evaluation’ further justifying and verifying suitability for a role and company. The research project itself can take the form of an e-copy or a hard copy and will be a creative output that also demonstrates technical skills suitable for first roles in marketing and media.
|OR Part-time Work Placement||30|
The Part-time Work Placement module requires students to work in partnership with host organisations in the private or public sectors with an interest in educating students for the demands of the complex world of work. Students undertake a skills audit before being accepted on to the scheme and will only be considered for this module if they have an attendance record in year 2 of at least 80%. The outcomes from this, and the availability of appropriate placement and academic supervisors, will determine whether students can proceed with this module. Decisions on suitability will rest absolutely with the Programme Leader. Students will be involved in the tracking of employability skills and in personal development planning. The placement will require students to spend 30 full working days in the placement organisation.
The module provides the opportunity for students to research an area of particular interest to them and is relevant to their studies. For students undertaking a yearlong work placement the dissertation will usually be set in the context of the host organisation. The module contributes to the continued professional and academic development of students in the application of research knowledge and skills acquired throughout their programme. As students are required to manage the research project, the dissertation provides a vehicle for them to demonstrate the extent to which they have managed the transition from tutor-led to student-centred learning.
Please note the modules listed are correct at the time of publishing, for full-time students entering the programme in Year 1. Optional modules are listed where applicable. Please note the University cannot guarantee the availability of all modules listed and modules may be subject to change. For further information please refer to the terms and conditions at www.winchester.ac.uk/termsandconditions.
The University will notify applicants of any changes made to the core modules listed above.
Course Tuition Fees
UK/EU/Channel Islands and Isle of Man
If you are a UK or EU student starting your degree in September 2018, 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 and EU 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. If finance is a worry for you, we are here to help. Take a look at the range of support we have on offer. This is a great investment you are making in your future, so make sure you know what is on offer to support you.
Full-time £9,250 p/a
Total Cost: £27,750 (3 years) | £28,450 (sandwich option)
UK/EU 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 £6,938
Full-time £12,950** p/a
Total Cost: £38,850** (3 years) | £39,550** (sandwich option)
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 £107.92 and a 15 credit module is £1,620. Fees for students from Vestfold University College in Norway (who receive a 10% reduction) and NLA are £11,655.
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. 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. Cost: £180
Printing and Binding: The cost of printing and binding (eg. For Research Portfolios or dissertations) will need to be covered by the student in their final year of study. Cost: £10
SCHOLARSHIPS, BURSARIES AND AWARDS
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.
Key course details
- UCAS code
- 3 years full-time; 6 years part-time
- Typical offer
- 104-120 points
- King Alfred Campus or at West Downs, Winchester