Chat with us, powered by LiveChat Leading fashion brands currently face a number of local and global challenges, and must implement appropriate - Tutorie

Leading fashion brands currently face a number of local and global challenges, and must implement appropriate

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.

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