Fashion Communication and Promotion BA(Hons) 2016-17
About the course
This course encapsulates the marriage between the creative and commercial aspects of fashion. It 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 have the opportunity to 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.
19 / 09 / 2016
3 years full-time
4 years inc. placement year
49 (this number may be subject to change)
Full Time inc. placement year
Huddersfield, HD1 3DH
Entry requirements for this course are normally one of the following:
• BBB at A Level
• 300 UCAS points
• DMM BTEC
• 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.
You will also be required to attend a satisfactory interview, when strong emphasis will be placed on the quality of your portfolio.
Other suitable experience or qualifications will be considered.
Department of Art and Design
Tel: +44 (0)1484 473858
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On this course you'll be offered the chance to learn about marketing, promotion, fashion PR, fashion writing and branding, by analysing case studies of successful campaigns. You'll be supported in developing 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 fashion cities throughout your time on the course.
To find out about what it’s like to study fashion at Huddersfield, take a look at final year Fashion Communication and Promotion BA(Hons) student Grant Holmes’ video. As well as talking about how much he values the staff and facilities on the course, Grant explains how the all-round view of the fashion industry provided has helped him realise which direction he wants to follow career wise.
+ 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. You’ll have the opportunity to develop skills of relevance to roles within a fashion media career, specifically in article research and reporting, feature writing, writing for an audience and editing. These skills will be developed through theoretical and exploratory lectures and practical workshop sessions. (100% portfolio of projects).
+ Digital Fashion Promotion
This module aims to 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. You’ll have the opportunity to use design software and other digital applications 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 aims to introduce 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), to the High Street and economy end of the market. You will be asked to examine the fashion product, the market and investigate their influences. (40%/60% assessment).
+ Strategic Fashion Communications
This module helps you to 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 have the opportunity to 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 be encouraged to 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 enable you to 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. You’ll be asked to examine the different forms of PR (agency and in-house) and their applications. You will also have the opportunity to refine your writing skills and develop an ability to critique fashion text, 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 help to develop an appreciation of national and international consumer culture. It aims to develop an environmental market understanding of sub cultures and lifestyle, as a tool of segmentation for the purpose of targeted communication strategies. It allows you to build awareness of the role of consumerism in shaping and acting as a cultural catalyst. It also allows you to examine 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 aims to 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 help you to 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%).
+ 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 or public relations. You will be asked to select a suitable example of a profession or organisation and examine its nature and the practices that it entails which may include training; the structure of the industry; regulatory systems, economic, social and philosophical contexts; and the current situation and controversies. An important part of the investigation should be direct contact with practitioners. (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 be asked to produce a professional portfolio that demonstrates your area of expertise in fashion communications which you have developed throughout the course. (100% portfolio).
We will always try to deliver your course as described on this web page. However, sometimes we may have to make changes as set out below.
We review all optional modules each year and change them to reflect the expertise of our staff, current trends in research and as a result of student feedback. We will always ensure that you have a range of options to choose from and we will let students know in good time the options available for them to choose for the following year.
We will only change core modules for a course if it is necessary for us to do so, for example to maintain course accreditation. We will let you know about any such changes as soon as possible, usually before you begin the relevant academic year.
Sometimes we have to make changes to other aspects of a course or how it is delivered. We only make these changes if they are for reasons outside of our control, or where they are for our students’ benefit. Again, we will let you know about any such changes as soon as possible, usually before the relevant academic year. Our regulations set out our procedure which we will follow when we need to make any such changes.
When you enrol as a student of the University, your study and time with us will be governed by a framework of regulations, policies and procedures, which form the basis of your agreement with us. These include regulations regarding the assessment of your course, academic integrity, your conduct (including attendance) and disciplinary procedure, fees and finance and compliance with visa requirements (where relevant). It is important that you familiarise yourself with these as you will be asked to agree to abide by them when you join us as a student. You will find a guide to the key terms here, where you will also find links to the full text of each of the regulations, policies and procedures referred to.
The Higher Education Funding Council for England is the principal regulator for the University.
The course offers an optional one-year (48 weeks) 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, if you are a student from within the UK or the EU, 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 have the opportunity to benefit from business advice, mentoring and networking sessions. You can find out more information on the Enterprise Placement Year here.
90% of graduates from this course go on to work and/or further study within six months of graduating.
This course aims to help you to develop the skills needed for roles such as marketing, fashion journalism, fashion PR, advertising and promotion, both in the UK and abroad.
Teaching and assessment
22.67% of the study time on this course is spent in lectures, tutorials and seminars etc.
We use a range of assessment methods to relate the course material to current commercial practice. Your progress will be continually monitored and you will be assessed on your project work and assignments, including individual and group assignments, essays and seminar presentations.
Your module specification/course handbook will provide full details of the assessment criteria applying to your course.
Feedback (usually written) is normally provided on all coursework submissions within three term time weeks – unless the submission was made towards the end of the session in which case feedback would be available on request after the formal publication of results.Feedback on final coursework is available on request after the publication of results.
Huddersfield is the only University where 100% of the teaching staff are Fellows of the Higher Education Academy.*
- permanent staff, after probation: some recently appointed colleagues will only obtain recognition in the months after their arrival in Huddersfield, once they have started teaching.
How much will it cost me?
In 2016/17, the tuition fee for UK and EU students at the University of Huddersfield will be £9,000. Tuition fees will cover the cost of your study at the University as well as charges for registration, tuition, supervision and examinations. For more information about funding, fees and finance for UK/EU students, including what your tuition fee covers, please see Fees and Finance.
If you are an international student coming to study at the University of Huddersfield, please visit the International Fees and Finance pages for full details of tuition fees and support available.
Optional field trips may be offered during the course to destinations in the UK or abroad. Previous trips in recent years have included:
• Berlin, 3 days, approx. £280 per student
• London, 3 days, approx. £190 per student
• Paris, 4 days, approx. £305 per student
You will need to cover the cost of printing and presenting your work during the course, as well as supply your own materials. These include sketchpads, notebooks and props for photography. There is no limit on the amount you may wish to spend, however as a guide the approximate cost of these items in recent years has been £140 in the first year, £105 in the second year and £260 in the final year.
Progression to a postgraduate course is dependent on successful completion of your undergraduate studies, there may also be minimum qualification requirements such as a first class or higher second (2.1) degree. Please check the course details to confirm this.
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
We hope you are interested in what you have seen and want to apply to join us.
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.