Course Description
- Fast track into Fashion Retail with exclusive two year degree programme
- Two thirds of the time, two thirds of the cost
- Industry Mentor throughout your course
- Guaranteed interviews/assessment centres*
- Includes unrivalled head office work placement with a high street fashion brand
This brand new and exclusive ‘Fast-Track’ two-year degree course in partnership with Falmouth University has been designed from the ground up with fashion retail employers of all shapes and sizes (from high street to high end and pureplay) to create a new breed of employee. Providing you not only with the latest skills needed for a successful career in marketing, communication, PR or digital roles, but a broad range of futureproofed business skills and the agility you will need to succeed in contemporary retail environments.
Fashion and retail are changing at break neck speed. The continued rise and use of technology, the demand for ‘new now’ and an unstable trading environment has given rise to increased competition and the need to alter business models fundamentally to remain competitive. Retail today bears less and less resemblance to that of a decade ago and our exclusive research into retail of the future clearly shows that this shift will only continue to grow.
The Fashion Retail Academy (FRA) and Falmouth University Partnership
The FRA Marketing & Communications degree has been exclusively developed in partnership with Falmouth University which has been ranked gold in the Teaching Excellence Framework, the new classification of degree teaching standards. Gold is reserved for institutions where teaching, retention and graduate outcomes are consistently outstanding and are of the highest quality found in the UK. Falmouth University has a 115 year history at the leading edge of creativity and is now at the forefront of driving innovation and entrepreneurialism across the creative economy with its mission of “doing it for real”.
The course will be delivered wholly at the FRA in London by its team of dedicated academics and industry professionals. As well as being a student of the FRA, you will also benefit from having joint studentship with Falmouth University, which gives you access to Falmouth University’s extensive online library collection and resources. You will also become a member of the FXU Students’ Union.
The Degree
FRA ‘degrees with a difference’ includes highly practical, industry-focused content delivered over an accelerated two-year course including industry involvement ranging from masterclasses to live practical projects, industry mentoring and work placements.
Delivered in an accelerated model over 2 years your full BA (Hons) will propel you towards your chosen career a year quicker than a traditional degree. The structure of the course has been designed around study at Level 4 (developing foundational knowledge and awareness), Level 5 (high levels skills development and synthesis of information) and Level 6 (your launch pad for your career).
Course Content
During this condensed two year course you will study the following modules:
CULTURAL AND CONTEXTUAL STUDIES
The history of fashion including geographic locality, technology, sustainability, societal and cultural influences. You will look at the rise and impact of technology, sustainability and corporate social responsibility, all of which affect fashion at a strategic and operational level.
BRAND MANAGEMENT
This module will explore contemporary fashion brands and examine the strategies that are used to create a unique personality, generate appeal and develop a ‘desirability factor’ for potential consumers. Students will examine how brand identity is used as a strategic tool to promote products and build loyalty in consumers. The module will cover the development of values and ethics required to develop successful brands.
MARKETING FUNDAMENTALS
Look at the theory behind fashion marketing and retailing, with particular emphasis on the mix between the two. Develop an appreciation and critical understanding of fashion marketing through examining pest/environmental analysis, segmentation, targeting & positioning, consumer behaviour, product, position, multi-channel, price and promotion. Develop strategy and campaigns including research, planning and implementation across multichannel/multiplatform.
CREATIVE DIGITAL SKILLS
An introduction to specific digital skills required for the fashion industry and its sectors, including social networking, blogging, publishing and websites alongside emerging technologies. Gain an overview and awareness of the skills required to use these platforms including the development and production process.
CONSUMER BEHAVIOUR
Incorporating retail trends, consumer behaviour looks at cultural, social, personal and economical behaviours that drive consumers to purchase, and what causes those consumers to develop product and brand preferences, to enable the successful development of a targeted, personalised marketing strategy within retail to appeal to the relevant target audience. This module also includes the impact of digital and technological advances on conversion rate optimisation.
VISUAL COMMUNICATIONS
Develop a critical understanding of how the inner workings of communication within the fashion industry is transferred to the consumer. Learn methods that will cover the systematic analysis of media and industry practice. Look at how to express concepts in an effective and professional visual manner utilising visual tools to broaden knowledge of the media.
PROMOTIONS, PR AND COMMUNICATION
Build the knowledge and skills to develop specialist PR activities; operating in the fast-moving world of fashion. Learn to identify and analyse audiences, how to create personality and how to communicate and manage image through PR activities. Examine the significance and responsibilities of PR in contemporary fashion and the future of PR in light of fast developing new technologies.
FASHION RETAIL LANDSCAPE AND ENVIRONMENT
Understand the many layers that comprise the retail environment including commercial, cultural, technological and anthropocentric factors. Look at rapid changes in the virtual world that have created an increased demand for online interaction, forcing the physical retail space to undergo substantial changes to evolve as more than just a shop.
PROFESSIONAL STRATEGIES
Develop a deeper awareness of self-positioning in the fashion industry through reflective practice for professionals including CV and LinkedIn writing workshops, support for business start-up funding and the development of a range of self-promotional material including websites, online portfolios and interview skills. Industry employers will share advice and guidance on how to contact relevant people and how to attract business funding whilst maintaining entrepreneurship and innovation.
INTERNALISATION AND GLOBALISATION
This module includes the diversity, complexity and vibrancy of the international business landscape for fashion business. Understand the opposing advantages of presenting a consistent brand globally whilst maintaining a tailored, operational approach at local level. It provides a deep knowledge of how to manage a single brand in many different ways and the repercussions this has on marketing, distribution, advertising, store layout and visual merchandising. It also highlights the costs and risks associated using scenario-based planning.
DATA AND ANALYTICS IN A BUSINESS ENVIRONMENT
Look at business analytics and statistical analysis to support an evidence based approach to management decision making. Different stages of the analytics process are examined using case studies and practical applications. From loyalty schemes, social media and ecommerce, retailers have increasing access to an abundance of rich data on customer behaviour and business costs. Learn how to leverage that information to interpret the results and present recommendations for business objectives and sales to stakeholders.
MARKETING: DIGITAL AND SOCIAL MEDIA
Study innovative and visionary contemporary new media communications campaigns used to generate awareness and sales for fashion retail. Consolidate understanding of fashion marketing and integrated marketing communication strategies. Debate and discussion will take place through the analysis of companies currently pushing marketing and promotion boundaries in the fields on digital and social media.
During this condensed two year course you will study the following modules:
CULTURAL AND CONTEXTUAL STUDIES
The history of fashion including geographic locality, technology, sustainability, societal and cultural influences. You will look at the rise and impact of technology, sustainability and corporate social responsibility, all of which affect fashion at a strategic and operational level.
BRAND MANAGEMENT
This module will explore contemporary fashion brands and examine the strategies that are used to create a unique personality, generate appeal and develop a ‘desirability factor’ for potential consumers. Students will examine how brand identity is used as a strategic tool to promote products and build loyalty in consumers. The module will cover the development of values and ethics required to develop successful brands.
MARKETING FUNDAMENTALS
Look at the theory behind fashion marketing and retailing, with particular emphasis on the mix between the two. Develop an appreciation and critical understanding of fashion marketing through examining pest/environmental analysis, segmentation, targeting & positioning, consumer behaviour, product, position, multi-channel, price and promotion. Develop strategy and campaigns including research, planning and implementation across multichannel/multiplatform.
CREATIVE DIGITAL SKILLS
An introduction to specific digital skills required for the fashion industry and its sectors, including social networking, blogging, publishing and websites alongside emerging technologies. Gain an overview and awareness of the skills required to use these platforms including the development and production process.
CONSUMER BEHAVIOUR
Incorporating retail trends, consumer behaviour looks at cultural, social, personal and economical behaviours that drive consumers to purchase, and what causes those consumers to develop product and brand preferences, to enable the successful development of a targeted, personalised marketing strategy within retail to appeal to the relevant target audience. This module also includes the impact of digital and technological advances on conversion rate optimisation.
VISUAL COMMUNICATIONS
Develop a critical understanding of how the inner workings of communication within the fashion industry is transferred to the consumer. Learn methods that will cover the systematic analysis of media and industry practice. Look at how to express concepts in an effective and professional visual manner utilising visual tools to broaden knowledge of the media.
PROMOTIONS, PR AND COMMUNICATION
Build the knowledge and skills to develop specialist PR activities; operating in the fast-moving world of fashion. Learn to identify and analyse audiences, how to create personality and how to communicate and manage image through PR activities. Examine the significance and responsibilities of PR in contemporary fashion and the future of PR in light of fast developing new technologies.
FASHION RETAIL LANDSCAPE AND ENVIRONMENT
Understand the many layers that comprise the retail environment including commercial, cultural, technological and anthropocentric factors. Look at rapid changes in the virtual world that have created an increased demand for online interaction, forcing the physical retail space to undergo substantial changes to evolve as more than just a shop.
PROFESSIONAL STRATEGIES
Develop a deeper awareness of self-positioning in the fashion industry through reflective practice for professionals including CV and LinkedIn writing workshops, support for business start-up funding and the development of a range of self-promotional material including websites, online portfolios and interview skills. Industry employers will share advice and guidance on how to contact relevant people and how to attract business funding whilst maintaining entrepreneurship and innovation.
INTERNALISATION AND GLOBALISATION
This module includes the diversity, complexity and vibrancy of the international business landscape for fashion business. Understand the opposing advantages of presenting a consistent brand globally whilst maintaining a tailored, operational approach at local level. It provides a deep knowledge of how to manage a single brand in many different ways and the repercussions this has on marketing, distribution, advertising, store layout and visual merchandising. It also highlights the costs and risks associated using scenario-based planning.
DATA AND ANALYTICS IN A BUSINESS ENVIRONMENT
Look at business analytics and statistical analysis to support an evidence based approach to management decision making. Different stages of the analytics process are examined using case studies and practical applications. From loyalty schemes, social media and ecommerce, retailers have increasing access to an abundance of rich data on customer behaviour and business costs. Learn how to leverage that information to interpret the results and present recommendations for business objectives and sales to stakeholders.
MARKETING: DIGITAL AND SOCIAL MEDIA
Study innovative and visionary contemporary new media communications campaigns used to generate awareness and sales for fashion retail. Consolidate understanding of fashion marketing and integrated marketing communication strategies. Debate and discussion will take place through the analysis of companies currently pushing marketing and promotion boundaries in the fields on digital and social media.
Entry Requirements
A typical offer is between 104 and 120 UCAS points for entry to undergraduate courses, primarily from Level 3 equivalent qualifications such as A levels, a BTEC Extended Diploma or a Foundation Diploma.
You can check how many points your qualifications are worth using the online UCAS Tariff Calculator.
Due to the creative nature of our courses, you will be considered on your own individual merit and potential to succeed. We encourage you to get in touch if you are predicted points below this range, thinking about transferring from another institution, or if you have other qualifications or professional experience as we may be able to consider you.
If English isn't your first language, we'll need to see academic proof of your level of written and spoken English. We require a minimum International English language testing system (IELTS) score of 6.0 (or recognised equivalent*). This test must have been taken no earlier than two years before you start at the Fashion Retail Academy. * Trinity (taken in the UK) - 111 Cambridge ESOL Exams - CAE or FCE Cambridge English scale 176 Common European Framework - C1 - C2.
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BA (HONS) MARKETING & COMMUNICATIONS FOR FASHION
Fashion Retail Academy
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BA (HONS) MARKETING & COMMUNICATIONS FOR FASHION
Fashion Retail Academy