Assessment Brief Details:
Leading fashion brands currently face a number of local and global challenges, and must implement appropriate
marketing strategies that will allow them to survive and grow in an increasingly difficult market. For your
assessment, you are required to:
1. Choose a fashion brand; this can be Burberry, Uniqlo, Ganni OR a brand of your choice* [*your chosen
brand must currently incorporate sustainability within its marketing programmes]
2. Select one of your chosen brand’s product ranges or product lines; this will be the focus of your
communications campaign.
3. Select a country (market) of your choice
Based on thorough research, develop a marketing and marketing communications strategy that your chosen
brand should implement in order to achieve a strong competitive position in your chosen market.
1) Undertake a thorough critical situational analysis of that brand in your chosen market and identify key
opportunities and threats. Include your situational analysis as an appendix at the end of your report.
Discuss the key findings of your situational analysis at the beginning of the report. This will inform your
strategy decisions.
2) Using the situational analysis to guide your choices, propose a marketing strategy with appropriate
marketing programmes for your chosen fashion brand, demonstrating how the strategy will enable the
brand to achieve a successful competitive position in the market. The marketing strategy and programmes
should incorporate relevant sustainability programmes as a part of the strategy development.
3) As a part of your marketing strategy, develop an integrated marketing communications plan for the
chosen product range/line in the chosen country. Your communications plan should focus on one
particular campaign.
Please ensure that you complete all parts of the assessment brief (3 parts in total)
Your assessment should be presented as a Business Report, using headings and sub-headings.
You are expected to use appropriate literature, secondary data and business intelligence to support your
arguments, and to include relevant theories, models and tools.
See over the page for further guidanceGuide to writing your assignment
Guidance will be given throughout the semester in lectures and seminars.
- Ensure that you complete all parts of the assessment (3 parts in total)
- You should include your situational analysis as an appendix to the main report. This means it
should be included at the end of the report, after the references.
- Use tables within your situational analysis. You must support your findings within the
situational analysis – cite all sources.
- The situational analysis will not count towards your overall word count provided it is included
as an appendix.
- Discuss the key findings of your situational analysis in the main report, which will inform your
strategy decisions.
- Ensure that you include relevant theories, models, and tools where appropriate.
You are expected to use appropriate literature, secondary data and business intelligence to support your
arguments, and to include relevant theories, models and tools. All images should be directly relevant to
your text. Conclusions and recommendations to be included within the 3000 word count. Abstract,
Appendices, Bibliography and Table of Contents do not contribute to the final word count. Where
appropriate tables are used, provided the tables are labelled, the words within the tables will not count
towards your final word count.
Structure for writing your assignment
- Title Page with the title of your report, relevant image, the title of your degree, the date and your word
count.
- Table of Contents
- Main report – use headings and subheadings where appropriate
1. Introduction
2. Summary of situational analysis (key findings)
3. Proposed strategy
4. Proposed programmes
5. Proposed marketing communications campaign
6. Evaluation
7. Conclusion
- References
- Appendices – Situational Analysis
Visual Dos and Do Nots
- Do use images to enrich and illustrate your essay where relevant to support your text
- Do reference all images correctly using the Harvard referencing style
- Do not use images that are not connected to your assignment text – do not use images out of
context or simply for ornamentation
Document Style Guidelines
- Titles should be at the top of pages
- Pages should be numbered
- Bullet point lists and tables should fit onto a single page
- Charts, tables and images should be labelled
Turnitin
- The electronic copy of your assignment will be submitted to Turnitin. This submission is for the
purposes of an Academic Integrity Report using the Turnitin software. You can view the WSA Academic
Integrity Handbook on the School’s Intranet via the SUSSED portal.
The link for your Turnitin submission will be on BlackboardLearning Outcomes & Assessment Criteria:
A. Knowledge and Understanding
Having successfully completed the module, you will have knowledge and understanding of how to:
A1. Apply current theories and practices of strategic marketing
on fashion brands
A2. Discuss the challenges of leading and managing creativity in
global contexts and multidisciplinary teams.
A3. Provide a systematic insight into organizations and professional skills relevant
to the creative economy.
B. Subject Specific Intellectual and Research Skills
Having successfully completed the module, you will be able to:
B1. Research and critically evaluate fashion marketing and branding strategies.
B2. Analyse data and information and evaluate their relevance using a range of sources.
C. Transferable and Generic Skills
Having successfully completed the module, you will be able to:
C1. Articulate an understanding of the module’s content in a written format.
C2. Produce work fully aware of ethical considerations and conforming to
academic integrity guidelines
C3. Reflect on your ability to work effectively individually in a team environment,
solving problems in creative ways.
E. Disciplinary Specific Learning Outcomes
Having successfully completed the module, you will be able to:
E1. To evaluate data from a variety of sources and justify appropriate
fashion marketing activities and strategies
E2. Demonstrate advanced level techniques in tackling fashion brand case studies.