MSc International Fashion Marketing
www.coventry.ac.uk/londoncampus
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Whilst studying at Coventry University London Campus, I not only learnt professional knowledge of the fashion industry, but also had the opportunity to gain professional experience by taking part in the Ecoluxe fashion show- which was an exciting experience during my student life. Wei Zhou MSc Graduate
This programme will suit highly motivated individuals who want to develop fashion marketing and business skills to either work within the Fashion industry, explore new ideas to set up their own business or extend family enterprises.
Who is the programme aimed at?
Benefits of this programme
This programme is aimed at individuals who have experience in industries such as advertising and marketing and wish to specialise in fashion. Students will have the opportunity to build on existing skills such as commissioning multimedia advertising to move into a more specialised area of expertise.
By choosing this course, students can benefit from:
Developed in partnership with leading names in the fashion Industry, this course addresses the needs of individuals wishing to pursue a career in fashion marketing. The course provides an understanding of all the main areas of international fashion marketing and retailing, from global markets analysis and product development to consumer behaviour, buying and merchandising, fashion retail logistic and fashion brand management. This course enables students to effectively lead in the industries that deal with the promotion and communication of fashion, addressing intellectual and cultural demands of an ever changing society and global fashion audience. Although the programme is open to graduates and professionals from different backgrounds and industries, it will particularly suit and benefit those who have some experience of the fashion industry either in retail, manufacturing; or who have trained at undergraduate level in applied fashion design or marketing and wish to develop their business knowledge.
• Teaching Fellows with strong academic knowledge and Fashion industry experience; • a campus located close to Spitalfields and Brick Lane – two well know hubs for fashion professionals and entrepreneurs; • close proximity to London’s West End and Oxford Street where students will find flagship stores for major global brands; • flexible start dates in September and January; • a unique experience delivered by an institution with strong foundations in educating business leaders; • work-related activities and lectures from high-profile business figures; • help to progress their career through additional training in areas such as CV writing, presentation skills and interview technique; • a programme that questions conventional wisdoms and replaces them with new and developing perspectives, new patterns of thinking and new insights; • an action learning approach focused upon team work, business simulations and real-world projects, all of which are underpinned by analysis and synthesis; • business start-up advice and support for students who wish to start their own business; • an opportunity to obtain a dual qualification – MBA Fashion Management plus CMI Certificate Level 7 Strategic Management and Leadership qualification* *Subject to registering as a CMI member; CMI membership fees apply.
A Real Business and Professional Experience Business leaders, employers and students tell us that work experience is highly important to them; we are therefore committed to providing students with practical experience opportunities during their studies, to enable them to apply what they have learnt. Work experience at Coventry University London Campus can be undertaken in a variety of ways; an internship, business simulation project, consulting project, entrepreneurship project and for some programmes, the opportunity to work or study abroad. As an alternative to completing an internship or consulting project, students can opt to complete a dissertation.
Industry partners We work with a range of small, medium and large employers to offer students work experience opportunities during their programme and to ensure that our programmes evolve in line with the latest development in the industry. Some of our key industry partners we work with include:
Career prospects and work experience Graduates with an MSc Fashion Marketing from Coventry University London Campus have the opportunity to work in a number of varied and exciting careers. Successful completion of the programme can prepare students for senior management roles and aims to accelerate graduates’ promotion to rewarding leadership positions.
Institutional partners The programme is recognised by the Chartered Management Institute (CMI) giving students an opportunity to be awarded the Level 7 Certificate in Strategic Management and Leadership* when they successfully complete two specific modules on the MSc programme. The CMI is the UK awarding body for management and leadership qualifications. It is the only chartered professional body dedicated to promoting the highest standards in management and leadership excellence. It counts more than 100,000 members and is internationally recognised as the professional body that set the standards in management. * Subject to registering as a CMI member: CMI membership fees apply.
Programme Structure Modules Retail and Service Marketing This module provides students with a foundation in theoretical and practical aspect of retail marketing and describes the importance, organisation and composition of the contempory retail sector.
Fashion and Brand Management This module allows students to study the diverse aspects of fashion and brand management by means of lectures and applied research. They are required to investigate the high street, luxury brands, niche markets and sportswear markets in actual and online formats. Students are encouraged to study the history of how global brands build and extend their reach as well as protecting their intellectual property rights, risk to their brand image as well as brand promise. Global brands are required to use a wide range of communication strategies and in this module the projects are designed to utilise all the knowledge and skills developed in previous modules to present innovative plans for brand building and awareness whilst identifying and addressing the challenges companies may face.
Trend Prediction and Fashion Forecasting This module is gives an opportunity to explore in more depth the importance and the distinctions between Trend Analysis, Trend Prediction and Fashion Forecasting. At its core is how analysts and forecasters identify emerging trends and arrive at a commercial outcome understanding how a societal trend emerges into a fashion statement, and the implications on product development, marketing and brand strategies. Fashion professionals use of a wide range of sources including the printed press, blogs, media including films and music, cultural as well as trade shows and the industry standard WGSN database to inform their understanding of the marketplace, accordingly great emphasis is placed upon these research methods in this and other fashion modules enlivening the research and communication methods.
Buying and Merchandising in a Changing Global Industry
Business and Management Research Methods
The ability to understand and interpret trends and translate them into stock in store is the focus of the module with the emphasis being on aligning product, brand promise and customer profile.
Students as future managers and leaders will need to document their company, industry or consultancy research based on accepted procedures within the business and management academic community. This module introduces students to the major theoretical perspectives and research strategies and associated methodologies in business and management research.
As well as being at the technological forefront of the creative industries fashion is one of the most agile in its response to the global shifts which impact upon all aspects of society; reflecting the changes in which people live has a huge impact upon shopping channels the industry offers. The module analyses on-line retailing as well as more conventional in store methods, studying which business models are best suited for specific markets. It studies the impact of the psychology of the consumer in a specific global location upon the method of consuming the specific products. As fashion professionals, individuals need to be able to think strategically and as importantly creatively in respect to the problems which present themselves. The purpose of this module is to underpin an understanding of the fashion consumer with a more concrete knowledge of the fashion cycle and how to achieve the best financial outcome each season.
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Consequently, the module aims to provide students with an understanding of the major philosophical issues within business and management research and enable students to identify the nature and characteristics of qualitative and quantitative research. Students can also learn to identify which theoretical perspective is appropriate to research the dissertation problem under consideration and to develop the theoretical foundation appropriate for the research problem. Students will have the opportunity to learn understand the differences between primary and secondary data collection and how to collect/collate data and analyse and interpret it depending on the nature and characteristics of the research.
My decision to choose Coventry Uni mainly driven by the location of the and internship opportunities and the Bell Li MSc Graduate
International Fashion Marketing Applying new methodologies in marketing planning is key to any successful strategy and this module focuses upon really understanding the theoretical underpinning of a plan with rigorous research into various customer profiling and fashion communication platforms. The module requires students to deliver a strong understanding of the fit between a brand, the product and the customer profile. Without in depth knowledge of how basic marketing theories can be applied success in marketing fashion is limited, this module aims to build upon the initial concepts covered in ‘Marketing in a Global Age’. Students are required to align brand promise and entity whilst using many formats of research including Social Media, site visits and customer profiling. This module is an opportunity for students to pursue personal areas of interest such as fashion communication identifying and developing the required skills for specific areas within the industry.
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iversity London Campus was London Campus, the industry links e academic Faculty.
Marketing in a Global Age This module studies marketing: the application of marketing techniques and concepts to a number of different environments. It analyses the nature of marketing, the core concepts, techniques and processes. Students will have the opportunity to learn the complexity of managing marketing and applying theory in practice, to assess the effectiveness of marketing, discuss some of the difficulties in implementing marketing as well as the general ethical issues that arise from its use. Students will also appreciate how different aspects of marketing relate to and interact with each other. Therefore, this module aims to facilitate students’ understanding of applied marketing. Whilst building on and utilising basic knowledge of marketing literature, it seeks more to develop student critical analysis and understanding of marketing in practice. It seeks less to impart theory or knowledge but more to provide an environment in which advanced masters students can exchange their ideas, experiences and thoughts in order to build up critical understanding and appreciation of the value and limits of marketing in practice.
Sustainable Strategy - from Planning to Implementation
Buyer Behaviour Analysis – The Psychology of Buying
The module challenges concepts of strategy, its scope, purpose and outcomes and provides a practical outline of a number of different approaches to strategic management. The module also highlights the international scope of strategic management, the globalisation of technologies and markets and looks at the role of strategic alliances and international collaborations in establishing and nurturing competence for the achievement of strategic advantage.
This module aims to provide students with an insight into how consumers make buying decisions and the various factors, psychological and social, that influence the decision-making process. Additionally, the studying of a specialist area requires students to develop their skills of academic research and analysis. The module provides a sound basis for further study in marketing, advertising and communication psychology in particular.
Final term options: Internship/Consulting/Simulation/Dissertation We offer a range of options to students in their final term of the programme where they apply the core knowledge and skills gathered during the course of their programme, through research and simulation activities. These options include work place internship, consulting activities with partner organisations, dissertation, or business practice simulation. Students embarking on any of these options are supervised and supported by staff of the MSc teaching team to ensure they get the best quality learning experience in the course of these activities.
ASPIRE Programme As an integral part of all postgraduate programmes, ASPIRE continues our commitment to delivering the business skills that employers demand from graduates entering the workplace. Students will follow a series of bespoke non-credit bearing modules that support the development of professional and industry relevant skills that can be applied to their real business experience on campus, and practiced in the final term. The programme includes the latest in career coaching techniques to prepare students to present themselves successfully to potential employers.
Academic and Professional Skills
Employability and Consulting Skills
This module helps students to develop the key research and study skills to successfully manage learning at postgraduate level. By exploring their chosen area of business, student will develop expertise in research and writing skills for business, presenting original industry relevant research, developing multicultural teams, and making successful decisions in complex and ambiguous situations.
This highly interactive module helps students understand the needs of employers in their chosen career and to present themselves with confidence and passion to potential employers. During the module, students will receive tailored feedback on their personal presence and impact in a business environment and how to develop their ability to secure employment. Activities include building effective working relationships at work, understanding the needs of employers and delivering compelling presentations.
On successful completion of the ASPIRE programme, students will receive a Certificate of Participation to reflect their commitment to their own personal and professional development as a future leader – a criteria for students looking to be recognised by leading professional bodies.
Programme key facts Fees 15/16 UK/EU £10,250 International £12,800
Duration 1 year full time
How will the programme be taught? The core modules such as Leading in a Changing world are primarily taught in four hour blocks each week over a ten week period and typically students will have between three and four modules per term. The exception to this is in term two where the fashion specific modules are taught in blocks of five weeks with two sessions per week to enable students to really understand the concepts being taught. The classroom teaching format consists of a one hour Knowledgecast and a three hour block of teaching comprising a seminar (one hour) and studio practice (two hours). The fashion students have the opportunity to go to national and international trade shows; other field trips include visits to exhibitions, British Fashion Council study days and in store research. Students will be supported by their Programme Leader, Fashion staff and Module Leaders. The fashion programmes have weekly meetings which are vital to good communication and knowledge of forthcoming deadlines and events plus regular consultations with a personal supervisor during the term four extended project. There is on campus access to the industry standard fashion database, WGSN Peer interaction and collaboration via Coventry University London Campus’ online learning platform.
Scholarships and discounts Up to £2000 available. For full information on scholarships and discounts visit
www.coventry.ac.uk/ londoncampus/ scholarships
How will I be assessed? • A mixture of seminar and workshop activities, group tutorials, presentations, online research notebooks and written assignments. • Individual and group programme work.
On successful completion of this programme, students should: • analyse the fit between brand customers and trends in the fashion industry; • deliver buying and merchandising strategies appropriate to brand and customer profile; • develop creative strategies for successful marketing communication within the fashion context; • identify successful brand management strategies and apply innovative ideas to global brands both large and small.
Entry requirements To be accepted for the programme students must possess a second class honours degree (2:2) or above. No work experience required.
English requirements Students whose first language is not English are required to have IELTS 6.5 or equivalent.
Start dates September and January.
Why study at Coventry University London Campus? Top recognition
Opportunities on our doorstep
Industry links
When joining Coventry University London Campus, students can be confident that if successful in their programme of study they will be awarded a degree from a University which is a globally recognised quality institution. Some of the University’s most significant recent accolades include:
Our Employability Team works with students to help prepare them thoroughly for internships. They also develop strong business relationships with employers to provide them with talented interns.
We have deliberately chosen the City of London as the location of the London Campus. We are minutes away from key London landmarks such as the Bank of England and the London Stock Exchange and we are surrounded by several blue chip companies. Being in one of the most successful financial centres in the world means that you can benefit from a real business and professional experience in and around the campus.
Coventry University
Modern University
As a university we have a range of partners including The Ritz Hotel, Genesis Oil and Gas, Jaguar, Deloitte and Lloyds Banking Group to name but a few.
of the Year Source: The Times and Sunday Times Good University Guide 2015
Our close proximity to some of the world’s leading organisations means that you have an even better opportunity to connect and network with like-minded professionals.
LIVERPOOL STREET STATION
THE BANK OF ENGLAND
CITY HALL
COVENTRY UNIVERSITY LONDON CAMPUS
TOWER BRIDGE
THE TOWER OF LONDON
How to Apply International Students 1. Visit www.coventry.ac.uk/londoncampus/apply 2. Click on Apply Online. 3. Complete and submit the online application form ensuring you complete all sections and upload all required documents.
Applying by email 1. Visit www.coventry.ac.uk/londoncampus/apply 2. Download the International Student Application form. 3. Complete the application form. 4. Attach copies of all the required documents as per the document checklist. 5. Scan your completed application form and documents and email them back to londoncampus.io@coventry.ac.uk
UK/EU Students 1. Visit www.coventry.ac.uk/londoncampus/apply 2. Download and complete the Postgraduate Student Application form 3. Attach copies of all required documents 4. Email your completed application form to londoncampusuk.culc@coventry.ac.uk
Accommodation Making the decision about where to live during your time in London is one of the most important you’ll make. Coventry University London Campus can recommend a range of accommodation options to suit your requirements and budget. You can choose from student halls of residences or rooms in flats or houses. Student Halls of Residence
Flat or house share
Depending of the provider, halls of residence usually offer self-contained studio rooms with private bathroom, toilet and fitted kitchen or en-suite rooms with bathroom, toilet and shared kitchen facilities.
If you prefer to rent a house or flat, our Student Services team can connect you with approved agents, available properties and assist you through the process of securing a property.
To help you budget your living expenses, all costs such as internet and utility bills (water, electricity, gas, council tax) are usually included in the price. Some of the best halls for residence offer additional facilities such as common social areas, gym, launderette, cinema room, games room and on-site grocery stores. Moreover, many of the halls of residence we recommend are within walking distance or a very short commute of the London Campus keeping any travel cost low.
Prices start from ÂŁ199 per week.
This type of accommodation is often cheaper than halls of residence. However, it is important to bear in mind that in addition to your rent you will also have to pay for other costs including internet charges, and utility bills. Visit the accommodation section on our website where you will find a range of accommodation providers we recommend.
or return your completed application form to: Recruitment and Admissions Office Student Centre Coventry University Priory Street Coventry CV1 5FB
Contact Details UK Students Telephone: +44 (0)20 7247 3666 Email studentrecruitment@culc.coventry.ac.uk
EU/International Students Telephone: +44 (0)24 7765 2152 Email enquiries.io@coventry.ac.uk
Coventry University London Campus East India House, 109-117 Middlesex Street London, E17JF Web: www.coventry.ac.uk/londoncampus
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