University of Manchester: International Fashion Retailing (Multichannel Marketing)

Summary

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:

Common Units - International Fashion Retailing

• Constructed Textiles for Fashion

• Research Methods

Multichannel Marketing Units - E-Fashion Retailing

• Multi-channel Marketing

• Contemporary Retailing

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.

MSc