E-retailing is the fastest growth area in fashion retailing and is an integral element of internationalization. As such it is probably the current most important strategic development facing international fashion retailers. The programme aims to provide a highly targeted, practical programme to support this growing sector. As a business discipline, multichannel marketing management is essential for an organisation's overall strategic planning, as it is designed to maximise the revenues and profits of the firm. Emphasis is placed on linking the fundamentals of marketing to multichannel practices, considering the multiple routes by which customers and businesses interact with each other, studying the importance of multichannel retailing, marketing strategy development and integration of channels.
The Multichannel Marketing course is designed to help you develop a critical appreciation of key areas in fashion retail including:
-Insight into all the multiple routes by which customers and businesses interact with each other.
-A thorough understanding of e-business and e-consumer behaviour in achieving and maintaining market competitiveness and e-profitability will be investigated.
-An understanding of multichannel marketing practices using case study material from UK textile retailers and other successful global retailers, including looking at the value, mid-market and luxury fashion sectors.
The Course: The complete MSc course is made up of taught course units and a research dissertation project. The taught course units, assessed by a combination of coursework and examination, cover a wide range of industry-relevant subject areas:
-International Fashion Retailing
-Constructed Textiles for Fashion
Multichannel Marketing units
Your dissertation is a chance to apply what you have learned to a focused five-month research project. Your choice of topic will be determined in consultation with your personal tutor and will develop further skills that can be applied to the real world
The programme aims to provide a stimulating course that combines quality teaching, tutorial guidance and academic support with considerable additional online information for each study unit.
The programme aims to:
-Provide a fundamental understanding of international fashion retailing, with international fashion retailing processes including E-fashion retailing and Multichannel Marketing.
-Provide critical appreciation and understanding of the management and marketing issues entailed in e-tailing and multichannel retailing.
-Provide a broad understanding of multichannel marketing practices, considering the multiple routes by which customers and businesses interact with each other, studying the importance of multichannel retailing, strategy development and integration of channels.
-Provide a range of intellectual, practical and transferable skills.
-Provide experience of research
What are you doing now you have graduated?
"I am currently working in Ugg Australia as a sales associate and I am looking for a job in retail operation areas and I hope that the knowledge I gained from the course and the working experience can help me to find my dream job in fashion retailing."
Hoi Ting Chi, 2010
"After getting the help of career service centre, I produced a CV. I am applying for jobs on fashion graduate schemes and hope can get some opportunity to be trained in a UK fashion company. Once I enter into fashion area, I hope to have the chance to be a fashion buyer in the future."
Wenting Zheng, 2010
"I am now doing an Internship in the marketing department of Nicole Farhi."
Charlotte Levitt, 2010