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COURSE OVERVIEW

  • 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.

Careers

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.

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

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: 144 hours

Independent learning: 936 hours

Placement: 120 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.

Location

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.

Assessment

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)*:

89% coursework

0% written exams

11% practical exams

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

Feedback

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

ENTRY REQUIREMENTS

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 International@winchester.ac.uk 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

Academic & Professional Skills 15

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.

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.

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.

Digital Publishing 15

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.

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.

Practical Finance for Business 15

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 15

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.

Content Marketing 15

This module introduces content marketing, examining how contemporary brands create and use content to strengthening audience understanding of mission and values, and commercial offerings via cross channel promotion.  Students will be introduced to methods of content strategy planning in alignment with brand objectives and audience profile. Methods and techniques for developing written, video and visual content will be explored alongside techniques for search engine optimisation, content scheduling and measurement/analysis. Issues of responsible consumption and production will be considered in relation to content marketing.

Year 2 (Level 5)

Modules Credits

Introduction to Marketing Research 15

This module aims to provide a foundation for students to develop their understanding of marketing research methods for academic and professional purposes. Students will explore a number of areas of marketing research including; the use of both primary and secondary data; an introduction to quantitative and qualitative research; and creating research samples. 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 Buying & Merchandising 15

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.

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 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.

Marketing Research in Practice 15

This module aims to provide students with an understanding of the techniques used within marketing research through an applied and practical approach. Students will learn about some of the most common approaches of data collection in the form of questionnaires, interviews and focus groups etc. The module will cover how these marketing research instruments are designed and distributed. In addition to this, students will learn how to analyse the data that results from these research instruments. Through this module students will develop several research skills further aiding their academic ability and employability.

Brand Identity 15

This inspiring module allows students to demonstrate an advanced understanding of identity and design principles via the deconstruction and creation of a fresh 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 an emotive tool and change agent and are then able to gain hands-on experience in reimagining a brand.  Commercial aspects of brand: identity, personality and value are explored via the interpretation and realisation of a creative brief, gaining a practical appreciation of how to manage the creative design process. Finally, there will be discussion and analysis of considerations on the contribution of brand identity design to sustainability and consumer lifestyles, as outlined in UN Sustainability Goal 12.

Fashion Supply Chain Management 15

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
  • Value Studies - 15 Credits

Optional sandwich year

Modules Credits

Employment Experience

The aim of this module is to offer students to opportunity to undertake meaningful and relevant employment experience.   The employment experience will take the form of a 30 week long work placement and the student will be required to demonstrate the relevance of the work practice to the named route of study.  The employment experience will involve students’ demonstrating competency in key skills, such as communication and team working, and tasks relevant to their field of study.  This will necessarily require the student to apply learning from their studies to the work place, thus providing the opportunity to fully integrate their academic study with meaningful employment experience.

Year 3 (Level 6)

Modules Credits

Dissertation* 30

This module provides the opportunity for students to research an area of particular interest to them that is relevant to their studies.  For students undertaking a year-long work placement the dissertation may 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.

*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement

Researching Contemporary Issues in Management* 30

This module aims to develop students’ ability to critically evaluate approaches to research and data analysis relating to contemporary management issues faced by organisations operating in a global and diverse context.  Students will have the opportunity to select research and critically assess a range of contemporary management issues in depth.  Enquiry-based learning methods will be used to explore the nature and implications of these issues with emphasis placed upon how managers can contribute to the effective management of these issues in practice.

*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement

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 two 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 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.

*Students must opt for one of the following modules: Dissertation; Researching Contemporary Issues in Management; Part-Time Work Placement

Fashion & Consumer Psychology 15

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.

Marketing Analytics 15

Whilst students may understand several areas of marketing they need to be able to measure the return on investment. The plethora of marketing data available due to digital advances means this is an increasingly complex area of management. This module aims to develop understanding by introducing students to digital marketing analytics. From the marketing objectives that drive a business, to decision making, students will learn about the variety of data sources available to them and which metrics can be useful. Through lectures, seminars and workshops, students will enhance their analytical skills and gain practical insights for academic and professional endeavours.

Social Media Marketing 15

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

 

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.

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

2020 Course Tuition Fees

 UK/EU

International

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. 

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:

Optional

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

Mandatory

Printing and Binding: The University is pleased to offer our students a free printing allowance of £20 each academic year. This will print around 500 A4 mono 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. Our Reprographics team also offer printing and binding services, including dissertation binding which may be required by your course with an indicative coast of £1.50-£3.

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
N590
Duration
3 years full-time; 6 years part-time
Typical offer
112-120 points
Location
On campus, Winchester