BA (Hons) in Marketing & Communications for Fashion*
This brand new and exclusive ‘Fast-Track’ two-year degree course in partnership with Falmouth University, has been developed with input from over 50 leading global fashion retail companies. It includes the very latest skills, knowledge and insights to ensure you have the best opportunity of securing an industry role upon graduation.
The Fashion Retail Academy (FRA) and Falmouth University Partnership
The FRA Fast Track degree courses have been exclusively developed in partnership with Falmouth University, which has retained its place as the UK’s Number One Art University for the third year running in The Times and Sunday Times Good University Guide 2017.
The course will be delivered wholly at the FRA in London and your degree will be awarded by Falmouth University, as such you will be awarded a degree from a top UK University.
As a student on this course you will be a Falmouth University student and will have the additional benefit of having access to Falmouth University’s extensive online library collection and resources.
You will also become a member of the Falmouth University Student Union.
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 internships.
Why choose a degree? Find out more here.
During the course, you will study multiple facets of marketing and communications in depth, understanding best practice to ensure your success in a future marketing role within the fashion industry on graduation.
Topics of delivery include:
- Contextual & Historical Studies
- Brand management
- Marketing fundamentals
- Creative digital skills
- Consumer behaviour
- Visual Communications
- Promotions, PR and Communication
- Fashion Retail landscape and environment
- Professional strategies
- Internalisation and globalisation
- Data and Analytics
- Marketing: Digital and social media
The course also includes the FRA unique experience:
- Unique two year condensed delivery
- Guaranteed interview at the end of the course**
- Live Industry Projects, led by employers, to build your experience and portfolio.
- An internship each year with one of the 130 fashion retail brand partners working with the FRA – to provide hands on practical experience of different roles and gain industry contacts & experience
- Industry Mentor throughout your course**
- Course taught by experienced fashion retail industry professionals
You will study for three trimesters during the academic year between September and the following August (12 weeks in each).
Our Fast Track Degree is an accelerated course so students will work more intensively, and study for more of the year than on a traditional year degree. This means that the course is ideal for anyone who is committed to working in fashion retail, and to getting there fast. You will study the same content as you would in a traditional degree, however, your year will be broken up into three trimesters, rather than the usual two semesters, utilising the summer period for study.
The accelerated model enables you to get into a career in two years having already gained practical on the job experience, to give you a competitive advantage over your peers.
This also means you will only have to pay fees for two years rather than three, saving a full year’s fees and living costs.
*Subject to validation
**Subject to excellent attendance and module assessments marks aligned to at least a 2:2.
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.
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.
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.
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.
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.
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.
There are a broad variety of roles you may progress to upon graduating from the course in areas such as:
- Digital Marketing
- Brand Management
- Customer insight and experience architecture
- Community management
- Bloggosphere management
- User interface engineering
- Online visual merchandising
- Vlog curator
- Marketing innovation and capability management
- Digital merchandising
Our state of the art modern facilities just minutes away from Oxford street, has recently benefitted from a £2million facelift. This includes:
- A new Mac suite within our Digital hub
- Extensive specialist library with dedicated quite zones for study and group working areas
- A pop-up shop to expose students to a real life retail situation
- A new technology suite
In addition, our Higher Education students will have:
- Dedicated classroom zones, study pods and breakout spaces.
- Access to Falmouth University’s extensive online library collection and resources.
- Membership to the Falmouth Students’ Union
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 is not your first language, we accept a range of recognised language qualifications that are equivalent to the IELTS Academic minimum score of 6.0 overall, with a minimum of 5.5 in Reading, Writing, Speaking and Listening. If you require a Tier 4 student visa to study in the UK, you must take an approved Secure English Language Test (SELT) to fulfil government visa requirements.
Click here to apply.
You will be interviewed by a member of the academic staff who will have access to your application form and personal statement. The interview will be conversational, the questions will be asked in response to your personal statement and will provide an opportunity for you to demonstrate an awareness of the fashion retail industry. We will ask about examples of how you communicate as part of a team (e.g. group tasks at school, sporting activities, social media engagement). The interview will last for around 20 minutes after which you will have the opportunity to ask questions about studying on the course.
What are we looking for in a successful applicant?
A successful applicant will be able to evidence their skills, their enthusiasm and commitment to their subject according to the following criteria:
Criteria to be assessed
Enthusiasm for fashion retail marketing
Understanding of fashion retail industry
Collaborative approach to working
Awareness of contemporary fashion news
Your personal statement should be no more than 500 words.
£9,000 per year – 2017/18 UK/ EU home students
£15, 000 per year – 2017/18 International students
Typical Course costs
£70 - recurring annual cost.
£50-£200 - One off costs for the course duration (compulsory trips, final portfolios or shows, etc).
£300 - Optional study visits and placements for the course duration. Additionally, if you need to bring equipment or materials with you, these will be outlined in your induction
Please refer to our fees and funding page for additional information on student loans and funding your studies.