Form C4
Heriot-Watt University - Course Descriptor
1. Course
Code
C11RN
2. Course
Title
5. School
School of Management and Languages
7. Delivery:
Location &
Semester
Edin
SBC
Orkney
Dubai
IDL
Collaborative Partner
Approved Learning Partner
Sem…2
Sem…….
Sem………..
Sem……..
Sem….
Name…………………….....Sem..…...
Name …………………………………Sem………..
8. Pre-requisites
none
9. Linked Courses
(specify if synoptic)
10. Excluded Courses
11. Replacement Courses
none
Branding and Communications in Fashion
none
Code: C11RN
12. Degrees for which
this is a core course
Date Of Replacement:
Sept 2013
13. The course may be
delivered to:
UG only
PG only
UG & PG
3. SCQF
Level
6. Course
TBA
Co-ordinator
11
4. Credits
15
C177-IFM/C175-IFM/C170-IFM
MSc/PGDip/Cert in International Fashion Marketing
14. Available as an Elective?
Yes
No
15. Aims
Building upon contemporary marketing issues and trends within an international context, the aims of this course are:
 To enable students to understand the key principles of brand management from socio-cultural, psychological and anthropological perspectives, rather than relying
on just the cognitive approach to branding in order to embed the theory before contextualisation
 To understand how brand management works in practice, taking into account the fashion context (domestic or international), culture, market characteristics and
trends
 To identify brand equity from financial and consumer perspectives


To identify the rationale and obstacles toward adopting integrated marketing communications in fashion
To understand semiotics and the symbolic and cultural meaning of brands
 To critically examine the issues associated with effective brand protection in fashion;
 To critically review the brand management strategies of fashion firms.
16. Syllabus
A range of relevant and contemporary issues relating to branding and communications in fashion will be presented and the syllabus will draw from the following indicative
areas:
 A semiotic act of naming a product– from products to brands
 Semiotics and the symbolic meaning of brands
 Brands as symbolic resources for self and social identities
 The nature and characteristics of branding within fashion companies
 Trends and Management issues in fashion brand management
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Form C4
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Heriot-Watt University - Course Descriptor
The principles of cultural branding
Brand positioning, brand attitude, brand loyalty, brand association, brand performance and the brand value chain
Brand equity from financial and consumer perspectives
The impact of sales promotion and advertising on brand equity
 Stakeholders, brand equity, and consumer research with particular attention to fashion
 Global brands and their meaning
17. Learning Outcomes (HWU Core Skills: Employability and Professional Career Readiness)
Subject Mastery
Understanding, Knowledge and
Cognitive Skills
 Develop knowledge of the strategic
contribution of branding to fashion
business success
 Evaluate fashion brand management
strategies
 Critically review methodologies for
fashion brand creation and
development
 Critically review the mechanisms for
measurement of fashion brand equity
 Critically review the methodologies for
securing the protection of the fashion
brand.
Industrial, Commercial & Professional
Practice
Personal Abilities


Scholarship, Enquiry and Research (Research-Informed Learning)


Undertake critical reading to further develop understanding of theories and concepts
explored in lectures
Research the branding strategies of fashion retailers to evaluate success/failure
Autonomy, Accountability & Working with Others
Review industry trends in fashion brand
management
Gain insights into fashion brand
management activity from industry
speakers


Undertaking independent research and
report writing skills for coursework
assignments
Co-operation with class mates in
development of seminar presentations
18. Assessment Methods
Method
Communication, Numeracy & ICT


19. Re-assessment Methods
Duration of Exam
Weighting (%)
Synoptic courses?
Method
(if applicable)
Coursework
Communication of ideas
(orally) from personal
research
Undertaking of financial
analysis in measurement of
brand equity
Duration of Exam
Diet(s)
(if applicable)
100%
none
Coursework
resubmission
20. Date and Version
Date of Proposal
October 2013
Date of Approval by
School Committee
Date of
Implementation
September 2014
Version
Number
2/2
2.0