代做DESN 2348 Fashion Promotion and Creative Communication Strategy 2023-24代做Statistics统计

School of Design Module Handbook

DESN 2348

Fashion Promotion and Creative Communication Strategy

Academic Year 2023-24

Faculty of Arts, Humanities and Cultures

Module specifications

Programme: BA Fashion Marketing L2

Module name: Fashion Promotion and Creative Communication Strategy

Module number: DESN2348

Credit value: 30 credits

Period: Semesters 1 & 2 – weeks 01 - 24

1. General Information

1.1. Accessibility statement

This handbook is available online on Minerva Blackboard Learn.

For information in alternative formats (for example, in braille, large print or an electronic format), please email [email protected]. You can also contact us by telephone 0113 343 3700.

1.2. Equality and Inclusion Statement

The University of Leeds is committed to the principle of equality and is determined to treat all students fairly, and avoid all unlawful forms of discrimination on grounds of gender (including pregnancy, trans status or marital status), race (including colour, nationality, ethnic origin or national origin), sexual orientation, disability, religion or belief, and age.

We recognise that, in order to enable all students to have equal access to our facilities and educational opportunities, some students may require specialist support or adjustments (for example, to timetables or learning materials).  We therefore aim to take a flexible approach, wherever possible, when responding to the individual needs of our students.

We work hard to meet the needs of a diverse student population and provide a safe, supportive and welcoming environment for all.  We also expect all students to work with us in making this a non-discriminatory and inclusive environment.

If you have any concerns relating to an equality or diversity issue within the School of Design, or if you would like to suggest a way in which we might make our practices more inclusive, please contact Catherine Stones, [email protected] who is the Equality & Inclusion Lead.

1.3. School handbook

This handbook covers the teaching and learning methods and assessment methods for this module, as well as any resources available. For information regarding the University’s student support service, IT and learning resources and extensions and mitigating circumstance applications please see your student handbook here.

1.4. School Code of Practice on Assessment (CoPA) 

The Code of Practice on Assessment (CoPA) describes the procedures for assessment and other related matters in the School of Design. So that you understand School of Design practice in assessment and feedback, it is important that you familiarise yourself with this document. You can find the CoPA here

2. Overview of the module

2.1. Module summary

Through the examination of fashion brand practice across market levels, this module develops a critical understanding of marketing communications applied to a range of fashion-related industries. Students will appraise aspects of branding through the critical evaluation of theory in practice. Innovations in fashion media will be examined and evaluated to inform. the development of tools suitable for a research informed communications strategy.

2.2. Objectives

Fashion promotion and communications strategy builds upon theoretical grounding in fashion marketing and consumer behaviour and the contextual platform. introduced at level 1. The purpose of this module is to explore and examine marketing communications strategies for fashion-related products and concepts. Theoretical frameworks will be used to critically evaluate contemporary practice in brand communication with fashion consumers across digital, film based and print mediums.
Students will develop an understanding of the fashion consumer journey, develop a research informed rationale for a brand communications strategy that will implement changes or adaptations to a brand’s consumer touchpoints.

2.3. Learning outcomes

On completion of this module, students should be able to ...
1. Critically appraise contemporary practice in fashion brand promotion across a range of communications channels and platforms.
2. Critically evaluate contemporary brand practice within the theoretical contexts of fashion branding and fashion marketing.
3. Conduct secondary and primary, market and consumer research and use findings to inform. the production of a strategic plan for fashion brand communications.
4. Devise and produce a set of promotional tools and materials to support implementation of the fashion communications strategy.

2.4. Learning and teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

The content of the module will be delivered through Lectures (12 X 1 hour), Seminars (8 X 1 hour), Tutorials (4 x 0.5 hours) and Practical Sessions (6 X 2 hours). Teaching and learning content will be supported by independent private study.

You may want to create discussion groups with your peers to analyse key aspects of the materials covered in the lectures.

2.5. Lecture plan (Some minor changes may apply)

SEMESTER 1
WEEK	DAY	CONTENT	DELIVERY
1	03.10.23	Module Introduction	Lecture (SY)
2	10.10.23	Marketing Communication Theory Intro Assignment 1	Lecture (SY) Seminar (SY)
3	17.10.23	Decision-Making Process & Consumer Journey Consumer experience seminar	Lecture (EM) Seminar (SY)
4	24.10.23	You as a customer in context: the impact of design on decision making / touchpoints	Practical (SY)
5	31.10.23	Independent Study Week
6	07.11.23	Tutorials Formative Feedback on Assignment 1	Tutorials (SY) Individual tutorials -Formative Feedback
7	14.11.23	Objectives, Positioning, Strategy & Planning Digital Portfolio Practice	Lecture (SY) Practical (Matt P)
8	21.11.23	Semiotic Analysis Design Seminar	Lecture (Joanna BV) Seminar (Joanna BV)
9	28.11.23	Campaign & Media Planning	Lecture (SY)
10	05.12.23	Reviewing Integrated Message and Overall Strategy  Q+A	Seminar (SY)
11	12.12.23	Intro Assignment 2 Preparing for Submission of Assignment 1	Practical (SY & Hervia Bazaar)
SUBMISSION: 14th December 2023

2.6. Outline syllabus

Indicative lecture content includes: 
• fashion consumption
• fashion and media
• fashion communications
• communications tools / platforms
• brands and branding
• semiotic analysis
• strategy development
• campaign costing

2.7. Private study

It is expected that you will complete a minimum of 266 hours of private (independent) study for this module. The lectures and seminars provide the foundation of information needed by you to successfully complete the module. However, you will be expected to access and use additional learning resources and work independently to develop your understanding of marketing and brand theory, consumer behaviour, promotional tools and strategy development. Through your private study you will explore in greater depth the concepts discussed in the lectures as well as having the opportunity to consider the wider contextual aspects of the subject. Private study can consist of using material from the library, LinkedIn Leaning, and other internet sources.

Indicative hours:

• Research & Reading (100 hours)
• Assignment research and preparation (100 hours)
• Design & production of promotional materials (40 hours)
• Personal planning and organisation (26 hours)

2.8. Lecture capture

As part of your study on this module, lectures may be recorded by the University. This recording is being conducted in accordance with the University's Policy on Audio or Video Recording for Educational Purposes. Please read the Policy for further background information relating to your rights.

In accordance with the University's Policy on Intellectual Property Rights in general where staff or students make a recording, all rights in that recording (including rights in the sounds made) will belong to the University. The University seeks to respect student and staff rights to be acknowledged as authors and performers.

Otherwise, to the extent allowed under the general law, any individual interests in the recordings are waived, allowing the University to act in effect as a custodian, to maximise educational objectives in the general interest of all.

If you have any concerns relating to the recording please contact the module manager. If you wish to opt-out of being recorded or wish to request that your contribution be edited please contact the individual leading the activity or the module manager in advance of the session (for opt-outs) or immediately after the session (for requests for edits). Please note that you may not opt out of recordings which form. part of the assessment process on the module.

You may not record the above activities yourself without obtaining the consent of the individual leading the activity, unless you have permission from Disabled Students' Assessment and Support.

3. Assessment of the module

3.1. Assessment components

Assessment for the module will be via Portfolio comprising a 2,000-2,500 word report and design outputs developed to a professional and commercial level.

3.2. Submissions and deadlines

All submission deadlines in the School of Design are at 2pm (14.00) on either a Tuesday, Wednesday or Thursday

Semester 1 deadline: Thursday 14^th December 2023, no later than 14.00
Semester 2 deadline: Thursday 09th May 2024, no later than 14.00

Late submission is penalised by the deduction of 5% for each 24-hour period following the deadline 5 marks deducted for everyday delay.

As you develop your work, you must keep back-up copies on the One Drive central file storage space provided for you by the University – in case something happens to your computer.

You must also keep a copy of Turnitin receipts, which should be emailed to you once you have submitted via Minerva Blackboard Learn. The Turnitin receipt can often take some time to arrive. Check back on the appropriate Minerva Blackboard Learn work submission area if you are unsure that your work has uploaded properly.

3.3. Re-sit arrangements 

Students who have failed a module will be informed which component or components are required in any resit attempt offered. Where a re-sit consists of coursework submission(s), students are normally expected to revise and resubmit work in line with the original brief and guided by the feedback received for the original submission. If circumstances arise that do call for a new brief, module leaders will give specific instructions.

You will need to register to re-sit the module via the Portal, and, unless you have extenuating circumstances, you will need to pay a re-sit fee. You should also note that your mark may be capped at the pass mark. Please consult the Code of Practice on Assessment for further information.

3.4. Academic integrity and plagiarism

3.4.1. Coursework

The University’s definition of plagiarism is:

"Presenting someone else's work, in whole or in part, as your own. Work means any intellectual output, and typically includes text, data, images, sound or performance." (University of Leeds, 2015)

The University takes academic integrity extremely seriously.  The relevant policies can be found here. These policies ensure the originality of students’ work, and in following them you can be proud of your academic achievements.

The School of Design expects students to use the Harvard referencing system to identify the sources they have consulted.  Where students don’t use the system correctly, we investigate their submissions very carefully to find out if the work has been plagiarised. There are academic and disciplinary issues associated with plagiarism. If you are found guilty of plagiarism severe penalties, including permanent exclusion from the University, can be imposed.

3.4.2. Exam

Every year students are expelled from the University for cheating in exams. Cheating is a type of "academic fraud" and an attempt to deceive the examiners into giving you higher marks than you may have achieved otherwise.

Cheating can be intentional or unintentional. To completely avoid cheating in your exam you must not bring unauthorised items into the examination room - including notes (however they are recorded), or other unauthorised material (including blank paper), mobile telephones, laptops, or any other electronic devices, copy from other candidates or from notes, disobey the regulations relating to calculators, communicate in any way with other candidates or people in the examination room (except the invigilators), remove script. books (blank or otherwise) from the examination room.

Full details on cheating during examinations are on the secretariat website here.

If you are suspected of cheating or academic malpractice, the student advice centre can offer support and guidance. Their website can be found here.

3.4.3 Artificial Intelligence

3.4.3.1  Artificial Intelligence Policy

School of Design students must not submit partly or fully Artificial Intelligence-generated written work, visual work or any other form. of media for assessed tasks that is claimed as their own work.

If this module permits specific use of Artificial-Intelligence for components of the assessment (see 3.4.3.2) , this must be declared. Where you have used Artificial Intelligence in your work, you must include an Artificial Intelligence Declaration (see 3.4.3.3 for sample text) on the last page of the submission document. This must clearly state where and how that technology was used. You must provide the name and version of the Artificial Intelligence tool used and the word prompts used to generate the text or visuals.

3.4.3.2 Use of Artificial Intelligence in this Module's Assessment Submission

You must not use any written work generated by Artificial Intelligence in any part of the assessment submission for this module.

You must not use images generated by Artificial Intelligence in any part of the assessment submission for this module. (including development).

3.4.3.3 Artificial Intelligence Declaration

If you have used Artificial Intelligence to generate text/image/other in your assessment submission, the last page of your submission document must include an Artificial Intelligence Declaration. A sample is included below. Please expand and use as many rows as necessary.

I have used AI-generated content in this submission. Any AI-generated content that is included in this work has been clearly identified below:

Page Number	Description	Artificial Intelligence Tool used	Word Prompts used
	e.g. the text itself or a brief description of the component (e.g. Figure numbers etc)	e.g. Google Bard (version number)

3.5. Referencing style

Referencing is the acknowledgement of the sources you used when producing your piece of work. Referencing correctly is important to demonstrate how widely you have researched your subject, to show the basis of your arguments and conclusions, and to avoid plagiarism. You need to give the person reading your assessment enough information to find the sources you have consulted. This is done by including citations in your work and providing a list of references.

The School of Design uses the Leeds Harvard referencing system. You can find out how to use this by using online resources provided by the library here.

4. Student support

4.1. Extensions and Mitigating Circumstances

Further information available here

4.2. Skills@Library

Skills@Library is available to all students and can help develop a wide range of academic skills and strategies. There are workshops available on lots of different topics.

For 1-to-1 support on academic study skills you can talk to a Learning Advisor who can help you with developing a wide range of academic skills and strategies.

The Skills@Library website has lots of online help and information on study skills, referencing and how to tackle different types of assignments, as well revision and exam tips. You can also book workshops and one to one appointments through the website here.

4.3. Opportunity for feedback

Students will be given the opportunity to provide feedback on the module at the end of the semester via an online survey and for modules running in both semesters. You might also be asked for interim feedback half way each semester. However, we value your feedback on the modules and recognise that it can help us to improve your experiences as students, so please do email module coordinators with any comments or suggestions.

5. Student responsibilities

5.1. What is expected of you?

Students are expected to:

• Attend classes punctually. Attendance will be monitored.

• Prepare for classes and make contributions as required.

• Use laptops, smart phones and tablets in class if advised by staff and for class work purposes only, i.e. not for social networking or checking email.

• Access information and resources for the module via Minerva Blackboard Learn.

• Check the University e-mail account regularly and reply in a timely fashion. We advise students to set an alert system on your mobile for when they receive an email.

• Listen to feedback and accept it as constructive criticism.

• Respect staff and approach them in a formal and cordial manner.

• Act in a collegial, respectful and encouraging way towards other students.

• Inform. the School in the case of illness etc. Relevant documentary evidence (e.g. a letter from your GP) might be required in appropriate circumstances in support of any reasons given. (Refer to Section 4.1).

• Carefully check submission information in module handbooks and Minerva to ensure that you are submitting files to the correct submission area.