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Fashion Communication and Promotion BA(Hons) 2016-17

At a Glance

UCAS code:

Start date:
19 / 09 / 2016

3 years full-time
4 years inc. placement year

Places Available:
49 (this number may be subject to change)

Course Type:
Full Time / Inc. placement year

Entry Requirements
•  BBB at A Level (or equivalent UCAS tariff points)
•  DDM - DMM BTEC National Diploma
•  Pass in Diploma Foundation Studies in Art and Design combined with A Level or BTEC National qualifications, to total an equivalent of 300 UCAS tariff points.

Passes in GCSE English and Maths at Grade C or above are also required.

In addition to the above, strong emphasis will be placed on your verbal communication skills during the interview.

Other suitable experience or qualifications will be considered.

Department of Art and Design
Tel: +44 1484 473858

The course

This course focuses on the role of digital and print media, PR, marketing and promotion in the creation, communication and consumption of fashion products and brands. You'll complete an exciting range of innovative and industry-focused projects designed to develop your communication and promotion skills, challenging you to apply them to the dynamic and rewarding British and international fashion industry.

Course content

On this course you'll learn about marketing, promotion, fashion PR, fashion writing and branding, by analysing case studies of successful campaigns. You'll develop expertise in fashion, communication and promotion both in project work and through opportunities to participate in projects that are sponsored by our industry links. Optional fieldwork trips will offer you opportunities to visit major cities, including visits to trade shows such as Premiere Vision in Paris.

Year 1

+ Fashion Writing and the Media

This module will promote an understanding of the nature and scope of relationships between the fashion and media industries. The diversity of, and distinctions between, the major fashion media outlets (trade and consumer / traditional and digital / established and emerging) will be explored, providing a detailed understanding of the fashion media landscape and its major participants. The role of the media in communicating fashion trends, concepts, brand and products will be emphasised, alongside an elaboration of the media as a platform for fashion promotion. The relationship of fashion within wider popular culture media such as cinema, television and pop music will be explored. Skills of relevance to roles within a fashion media career, specifically in article research and reporting, feature writing, writing for an audience and editing, will be developed. These skills will be developed through theoretical and exploratory lectures and practical workshop sessions. (100% portfolio of projects).

+ Digital Fashion Promotion

This module will develop your understanding of digital software and their application within contemporary forms of fashion promotion, while also developing your creative and commercial skills as they are applied to traditional means of fashion promotion. It will introduce you to the various elements involved in the promotion of fashion including public relations, product promotion, launches and events. Design software and other digital applications will be used to create and publish information with specific consideration to image editing, layout and typography in a variety of printed, digital and online communication media. The synergistic relationship between the various digital and traditional forms of fashion promotion within a campaign will be explored in this module, which will also introduce you to the value of planning and brief development for the design and production of printed and digital communications. (100% portfolio of projects).

+ Fashion and Costume: History and Contemporary Context

This module provides an introduction to key historical, cultural, political, social and economic contexts which affect our readings of fashion and costume practices. It will include a review of stylistic change and how it has been influenced by key macro trends, cultural movements and also socio-political and technological change. The research and performance contexts of fashion and costume practices will also be considered. (40% group presentation/60% individual assignment).

+ Fashion Industry 1

This module introduces you to this often complex cycle by investigating; the fashion system and its calendar and how this works within the industry from the higher end of the fashion market (haute couture and designer ready-to-wear), the High Street and economy end of the market. You will examine the fashion product, the market and investigate their influences. (100% assessment).

Year 2

+ Strategic Fashion Communications

This module will develop your understanding of fashion communication with an emphasis on the synergistic integration of different means of marketing and promotion within a strategic communication campaign. The module will cover three main areas - integrated marketing communications (IMC), public and press relations (PR) and branding - and show how successful fashion businesses use these to influence consumers. Within the module you will explore a variety of specific means of fashion marketing and promotion (including advertising, celebrity endorsement, retail promotions) and complement these with competences in media management, market intelligence and branding. This will allow you to explore the promotional requirement of fashion brands, designers and products in an increasingly competitive and commercial market place. You will further develop your knowledge of the fashion media and its role in the promotion of fashion at all levels. The module will encourage creative thinking, develop your written and verbal communication skills, as well as your skills in presentation and research. (100% portfolio of projects).

+ Fashion Writing and the Industry

This module is designed to develop your skills in fashion writing and understand how they may be applied within the fashion industry for promotional purposes. The module will examine the research, practical and creative skills essential to successful writing for the fashion industry. It will cover the role of PR (Press/Public Relations) in fashion, and explore how fashion writing may be used as a key means of promoting fashion products and brands. The history, role and context of PR within the fashion industry will be covered, and the intermediary role of the media between fashion businesses and fashion consumers as a means of promotion will be explored. An examination of the different forms of PR (agency and in-house) and its applications will be covered. You will also refine your writing skills and develop an ability to critique fashion journalism, develop your fashion vocabulary and learn how to make use of contemporary and traditional theories in the creation of individual fashion texts appropriate to the fashion industry. (100% portfolio of projects).

+ Intercultural Fashion Consumer

The module will develop an appreciation of national and international consumer culture. It will develop an environmental market understanding of sub cultures and lifestyle, as a tool of segmentation for the purpose of targeted communication strategies. It builds awareness of the role of consumerism in shaping and acting as a cultural catalyst. It examines the identity of consumers, and the social and cultural driving forces that impact on their behaviour. It explores methods to affect fashion consumer behaviour with marketing communication strategies and tactics. It develops awareness of the myths and rituals of cultures that can inform creative communications, and considers the challenges of cross cultural communication. (100% portfolio of projects).

+ Fashion Industry 2

This module will further develop your knowledge and understanding of the fashion industry. It will help you to analyse fashion outputs and understand the complexity of the fashion industry in more detail. It will develop your understanding and appreciation of various fashion job roles. (Two portfolio assessments, 50% each).

Year 3 - optional placement year

+ School of Art and Design Placement

You will normally spend a total of 48 weeks between the end of year two and the beginning of your final year in a managed work experience. You will be encouraged to obtain a placement activity relevant to your area of specialism, however a wide range of placements will be regarded as suitable. The placement will be monitored and you will be assessed on completion. (100%).

Final Year

+ Magazine Production

This module will develop your understanding of the magazine industry in terms of context and market. You will develop a detailed understanding of the magazine production process from concept to printing through practical application. Through the group project, individual skills can be promoted. (80% group presentation and magazine project/20% individual reflective written commentary).

+ Creative Industries Professional Case Study

This module provides the opportunity for a detailed analytical investigation of a professional activity in the broad area of media, communications, journalism or public relations. You will select a suitable example of a profession or organisation and will examine its nature and the practices which it entails. (100% written case study)

+ Fashion Communication and Promotion Major Project

This module enables you to demonstrate your creative skills and commercial understanding of innovation within the fashion, communication and promotion industries. You will be expected to create a self-imposed project which will target a specific fashion market and channel your creative and intellectual skills to create an innovative and highly original solution. (20% project feasibility study/80% project).

+ Professional Promotions Portfolio

In this module you are expected to demonstrate an honours level understanding of advanced fashion promotion. You will develop a professional portfolio that will demonstrate your area of expertise in fashion communications developed throughout the course. (100% portfolio).


The course offers an optional one-year work placement after the second year, in the UK or abroad. This will give you the opportunity to gain valuable hands-on experience, insight into your chosen career and open up your graduate employment prospects. Our Placement Unit and academic staff have excellent industry links and can support you in applying for and finding your placement(s), as well as during your placement year.

Students on the course have recently taken up placement opportunities with companies including: Anna Sui – New York; Jimmy Choo – London; Moschino – London; Viva Magazine – Manchester; French Connection – London; Topshop – London; Alexander McQueen – London; Harvey Nichols – Leeds; Oxfam Online – Batley; Dee Carpenter – London; and Bonmarché – Wakefield.

Alternatively you could consider starting your own small business by applying for the Enterprise Placement Year in conjunction with the University’s Enterprise Team. You’ll benefit from business advice, mentoring and networking sessions. You can find out more information on the Enterprise Placement Year here.

Career opportunities

Graduates have gone on to work in marketing, fashion journalism, fashion PR, advertising and promotion, both in the UK and abroad.

Teaching and assessment

We use a range of assessment methods to relate the course material to current commercial practice such as individual and group assignments, essays and seminar presentations. Your progress will be monitored using continuous assessment of your project work and assignments.

How much will it cost me?

Please contact the Student Finance Office for more information about 2016/17 fees and finance.


If you're an international student (including EU) you can check if you meet our entry requirements (both academic and English language) by visiting our country pages.

If you do not meet the entry requirements you can consider completing a degree preparation programme (if you are from a country outside of the EU) at the University’s International Study Centre (ISC). You can call the ISC on +44 (0) 1273 339333 to discuss your options. You can also complete the online application form or to ask a question please fill in the enquiry form and talk to one of our multi-lingual Student Enrolment Advisers.

If your English language is not at the required level (IELTS 6.0 overall), we have a range of Pre-Sessional English programmes that you can enrol on before starting your degree course. You will not need to take an IELTS test after completing one of our Pre-Sessional English programmes.

How to apply


Research plays an important role in informing all our teaching and learning activities. Through research our staff remain up-to-date with the latest developments in their field, which means you develop knowledge and skills that are current and highly relevant to industry. For more information, see the Research section of our website.

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Last updated Saturday 28 March 2015
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