BA (Hons) Fashion Marketing Bachelor's degree at York St John University

There is an ongoing debate regarding what characterises a 'responsible business', covering everything from the requirement to maximise shareholder value, to considering everyone who is impacted by the business, and everything in between. In response to this ongoing debate, this module questions and unpicks how businesses balance the need for economic viability with a commitment to behaving responsibly. You will engage with theoretical and practical perspectives on issues such as: The provision o

This module will enhance your understanding of the fashion industry, introducing you to the key fashion marketing concepts and theories which you will refer back to throughout your degree. You will learn to consider these principles the core elements of marketing theory. We will cover: Internal and external marketing environments Consumer behaviour Various strategies employed in industry, from mass to luxury Developing appropriate future fashion marketing strategies in line with consumer expecta

This module will develop your awareness of principles and concepts related to visual communications, building your understanding of its significance within fashion marketing. This is a practice-based module which will develop your creative and communication skills, as you interpret and apply the visual and verbal concepts we discuss. You'll also learn to use industry-standard software. Some areas we will cover include: Visual narratives created for relevant customers and markets The practical us

On this module you will develop professional skills in collaboration, communication, critical thinking, and creativity. It is an introduction to creative practice, independent research, group-based evaluation, peer-to-peer evaluation, and reflective practice. Ongoing feedback will challenge you to stretch your abilities. Experimentation, evaluation, and rethinking will be at the core of the module. We will focus on three skills: Creating and developing individual works Collaborating with others

With the increasing spending power of new consumers and digital natives, Web3, the metaverse, and other emerging technologies are altering the relationships between brands and consumers. These new practices blur the boundaries between physical and digital spaces, positioning the consumer as a key player in brand communication. This module explores the shift towards experiences and the role of technologies in immersing target audiences within a brand's universe. You will examine the ongoing evolu

Fashion represents the ideas of society and culture at a given time. It is used to express our individual identity, it can represent conformity to social norms, and in other cases reject them. By studying social movements, cultural values and their impact on fashion, businesses can make better decisions about design, marketing, and production in the future. This module will consider the power of fashion from a historical as well as a contemporary perspective. We will discuss changes in social cl

Fashion is a significant aspect of modern culture, and the industry faces the challenge of adapting to rapid and continuous change. The future of forecasting is becoming more challenging with the advent of AI-generated big data, and the active role consumers play in creating trends. This module delves into the role and structure of the fashion forecasting industry, and its integration into the broader fashion business. Issues such as corporate responsibility, sustainability and ethical behaviour

This module explores branding concepts and PR strategies in the fashion industry, focusing on real-world public relations and branding methods. You will explore the key aspects of fashion branding and public relations, as you build your awareness of historical and contemporary principles and concepts. Through this you will develop theoretical and practical skills within this specific sector of the fashion industry, though these skills can be transferred to other sectors. We will also discuss the

In order for products to be profitable, they must be considered appealing and fulfilling to consumers. The process of creating this perception can be described as fashion campaign planning. Throughout this module, you will learn how campaigns are developed, in line with emerging trends, to promote and market products and brands. Social media has changed the role of campaign planning, and as part of this module you will analyse how this has transformed the sector, across both mainstream and luxur

Understanding research and conducting it is a life skill, as well as being valuable to the functioning of organisations. This module will give you the foundational skills to evaluate, design and conduct research. You will learn to: Formulate and scrutinise research questions Design and propose research methodology Collect qualitative and quantitative data Analyse data, reach conclusions using it, and report it These skills will be transferable in all fields of business, including finance, market

This module will provide you with hands-on, business problem-solving experience, by working on live briefs. In most cases this would include visiting the organisation, communicating your progress with clients, conducting primary or secondary research, and making recommendations in form of report and presentation. This module goes beyond theory, equipping you with authentic workplace skills and a deeper understanding of your own strengths and abilities. All of our projects are designed to develop

Fashion buyers often have more influence over the financial success of a brand or retailer than any other sector of the business. The role has undergone great change in the last 20 years, from a straightforward process to a global, deeply analytical specialism. This module looks at the role of the fashion buyer in the context of a fashion business and its commercial success. You will learn about the strategic relationships between buyers and suppliers, as well as how businesses can use the role