CU London (Part of Coventry University Group)

United Kingdom (UK)

International Fashion Management and Marketing | BA(Hons)

About Program

Course Overview

London is one of the most important global fashion capitals of the world. Studying International Fashion Management and Marketing at Coventry University London opens up many different paths to understanding this dynamic subject, as well as developing a career path tailored to your skills and passions.

Understand the different roles in the fashion industry from trend analysis and prediction through to the co-creation and management of innovation, design, manufacture, and retail of products, as well as the role of communicating to a global consumer.
Learn about the role that fashion brands play not only in world economies (and in particular emerging markets) but also the importance of applying ethics and sustainability in a global fashion industry.
Develop fashion-specific practical skills in leadership, management, and teamwork, in addition to devising entrepreneurial and innovative solutions to fashion business problems.

The January start for this course is condensed in Year 1. Please see the ‘How you’ll learn’ section for more details.

What you'll study

Your main study themes are:

Internationalization?– Deepen your understanding of the local-yet-global nature of fashion, and how to manage key globalization issues such as the supply chain, ethics, and sustainability.

Innovation?– Explore the extent to which fashion is about ‘the new’, against a backdrop of changing technologies, materials, and consumer trends, and how to keep a fashion brand relevant.

Brand?– Understand key principles of brands and how they engage with both businesses and consumers. Consider how to manage brands for long-term success within the context of short-term trends.

Strategy?– Learn to take a strategic and sustainable approach to business: fashion concepts need the investment of time, skill and capital to transform them into enduring business successes.?

Careers and opportunities

On successful completion, you should be able to:

explain the different roles in fashion, from trend analysis to design, manufacture, wholesale, and retail
contextualize the historical, cultural, and commercial aspects of global fashion
understand the role fashion plays in world economies, especially emerging markets
identify key drivers of change and growth in fashion
articulate the importance of ethics and sustainability
understand the extremes of fashion, from local markets and pop-up shops to luxury global fashion brands and designers’ shows
communicate with audiences in the fast-growing, consumer-centric global market
compare and contrast the nature of fashion in online and offline businesses
demonstrate your understanding of the complex nature of strategic decision-making across international fashion organizations
interpret and apply business, marketing, and management concepts, models, and techniques to problems in an international fashion context
communicate and conduct business using industry terminology and language relating to fashion, business, and marketing across a range of global fashion cultures and contexts.

This course is geared towards the marketing and management of fashion brands, rather than fashion design or production. When you graduate, you should be ideally placed to begin a career in junior marketing and management-related roles. You might choose instead to go into merchandising, the supply chain, sustainable fashion, brand management, or consultancy. You could also build a fashion career in a specialist area of the creative professional marketing services sector, either on the agency side or on the client side. Areas such as PR, digital marketing, advertising, creative direction, account management and trend forecasting could also be popular careers for you.

Your skills should be transferable across wide industry sectors, so you won’t be limited to fashion if you’d like to branch out. For example, among a range of posts, you could consider management or marketing positions in retail, cosmetics, hair fashion, events management, health and leisure.