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*Subject to revalidation

  • 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 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% of our 2016/17 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.

*Subject to revalidation

This course is subject to revalidation. 'Revalidation' is the process by which the University refreshes its existing provision. Revalidation assesses the quality and standards of the programme to ensure it continues to provide a distinct, high quality academic experience for students, enabling them to acquire the necessary academic knowledge, understanding, general and subject-specific skills required to pursue a graduate level career.

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.


Suitable for applicants from:

UK, EU, World

Work placements

Students have a variety of opportunities to undertake placements and internships with a range of local, regional and international fashion employers and organisations

Field Trips

Students regularly make visits to local (Hampshire) and national (London) museums to see exhibitions in Fashion and the Fine Arts.

Study abroad

Our BA (Hons) Fashion Marketing 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.

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): 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: 180 hours

Independent learning: 1020 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 campus in Winchester.

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)*:

87% coursework

0% written exams

13% practical exams

Year 2 (Level 5)*:

75% coursework

0% written exams

25% practical exams

Year 3 (Level 6)*:

100% coursework

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.

Further information

For more information about our regulations for this course, please see our Academic Regulations, Policies and Procedures


2020 Entry: 112-120 points
2021 Entry: 112-120 points

A GCSE A*-C or 9-4 pass in English Language and Mathematics is required.

International baccalaureate: 112-120 points to include a minimum of 2 Higher level IB certificates at grade 4 or above.

If English is not your first language: IELTS 6.0 overall with a minimum of 5.5 in writing or equivalent

Course enquiries and applications

Telephone: +44 (0) 1962 827234

Send us a message

International students

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 or calling +44 (0)1962 827023

Visit us

Explore our campus and find out more about studying at Winchester by coming to one of our Open Days.

Year 1 (Level 4)

Modules Credits

Principles of Fashion 15

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.

E-Publishing 15

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.


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.

Managing Finance 15

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.

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.

Marketing Principles 15

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.

Business Expertise 1 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.

Digital Business and Emerging Technologies 15

The emergence of the digital economy has unlocked new opportunities for businesses, whilst creating new modes of competition in both traditional and new sectors of the economy.  The aim of this module is to impart an understanding of digital business together with the practices and processes required to develop effective digital strategies.  Identifying multiple technologies for integration into business, juxtaposed with the development of new digital strategies is central to corporate success, however, this is often a complex task.  This module provides insight into the emergence of digital business, key concepts, technologies, and strategic organisation to develop a multidisciplinary appreciation of how new technologies can directly shape businesses and processes.

Career Management 15

This module develops the core skills that will enable students to secure a fulfilling, enjoyable and challenging graduate career. By establishing and pursuing a personal development plan, students develop self-awareness, communication skills, team work, management skills, results orientation, stress management, personal responsibility, coaching and feedback skills.  Whilst there will be a focus on constructing outstanding CVs and professional LinkedIn profiles, much of the module will instil self-awareness through peer coaching and peer feedback whilst stressing the vital importance of taking responsibility for one’s own career. Students will be able to plan and develop career goals based on a clearer idea of preferred career options and an understanding of what they need to do to achieve these goals.

Year 2 (Level 5)

Modules Credits

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.

Fashion Merchandising 15

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.
Inventory planning, product phasing and the changing nature of seasonality will be addressed via the clarification of the role of the fashion merchandiser and how this role differs from fashion buying 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.


Fashion Retailing 15

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.

Consumer Behaviour 15

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.

Fashion Buying 15

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.
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 PRiME.

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.

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.

Year 3 (Level 6)

Modules Credits

Research Project 30

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 Dissertation 30

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.

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.

Sustainability and Responsibility in Fashion 15
Fashion, Media and Identity 15
Strategic Brand Management 15
Strategic Innovation Management 15
Digital Marketing 15
Social Media Marketing 15

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
The University will notify applicants of any changes made to the core modules listed above.

Progression from one level of the programme to the next is subject to meeting the University’s academic regulations.

2020 Course Tuition Fees



Year 1 £9,250 £13,500
Year 2 £9,250 £13,500
Year 3 £9,250 £13,500
Total £27,750 £40,500
Optional Sandwich Year £700 £700
Total with Sandwich Year £28,450 £41,200

If you are a UK or EU student starting your degree in September 2020, 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.

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 £6,935.

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 £112.50 and a 15 credit module is £1,687.

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


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: We are proud to offer free printing for all students to ensure that printing costs are not a potential financial barrier to student success. The University of Winchester and Winchester Student Union are champions of sustainability and therefore ask that all students consider the environment and print fairly. Students may be required to pay for the costs of dissertation binding. Indicative cost is £1.50-£3.


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
112-120 points
On campus, Winchester