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What will I learn on this module?
This module teaches you the fundamentals of branding, promotion and public relations (PR), an area of fashion communication that devises communication campaigns and generates content delivering key messages to a range of stakeholders on behalf of a brand. You will specifically consider a small, emerging, grassroots brand, which may represent a diverse and/or global outlook on the fashion sector.
The main aim of the module is to build a foundational understanding of what promotion and PR is, where to find it, what agencies and in-house PRs and brand strategists/promoters do, and what multi-channel activities are conceived, implemented and activated in this area of industry. Through a series of workshops, you will be shown a diverse range of case-studies focused on how fashion is promoted through public, promotional and commercial endeavours in the context of various brands of differing size and influence.
You will be introduced to basic research and analysis tools that help you to ascertain the value, function and role of PR in fashion. You will learn core formal and tacit communication skills of a practitioner in industry, such as how to prepare a client-facing document, promotional planning, how to recognise and influence audiences, and be given opportunities to converse in public and pitch your work so that you develop a confident presentation style that is a step towards client-facing skills.
How will I learn on this module?
Lecturers with practical industry experience and supporting research will guide you through the module. Where possible, opportunities for engagement with industry though guest speakers and simulated mini briefs will stimulate a sense of agency, interaction and inspiration with current public relations and brand practices. Workshop sessions will be used to deliver information, engender skills, question issues and develop outputs. Students are encouraged to reflect on cultural practices, their own consumer experiences, and fashion promotion in action. Practical skills linked to analysis, project planning and implementation, strategic development, technical design/formatting and professional writing will be developed through timetabled sessions, self-directed and independent study.
You will source and engage with a range of material showing your ability to review and evaluate findings through enquiry-based, creative practice, demonstrating your understanding of functional, psychological, aesthetic and theoretical principles of Fashion Communication practice. Discussions with staff and alongside peers, will help you to respond to briefs, subsequently generating dynamic ideas. You will learn to present your findings using a range of personal, media and communication tools to engage a variety of audiences.
Discussion of concepts at stage points, as individuals or in small groups, supports the development of professional (oral, visual, aural, personal) skills and an opportunity to give and receive constructive feedback from tutors and peers. This focus on human-to-human interaction is a critical basis of this promotion focused module, and supports you in growing confidence in your opinions, in dialogue with academics and professionals.
How will I be supported academically on this module?
An initial briefing will outline the goals of the module, alongside the structure of the sessions to follow. Workshops will be delivered by knowledgeable staff, often reflecting their own experience and research interests linked to the Fashion Communication sector. Where applicable, technical skills will be delivered by expert staff, providing demonstrations and support for students across their process. Methods for effective communication (analysis, strategic development, planning, writing and design) will be discussed within workshops, with tutorials aimed at further developing your final submission. Further group work in the form of practice and discussion will assist your development in terms of knowledge, understanding and your overall communication skills.
Further support regarding academic writing will be provided via the University Library.
What will I be expected to read on this module?
All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)
What will I be expected to achieve?
Knowledge & Understanding:
1. Demonstrate the ability to conduct research through a variety of methods; analyse the information, and begin to formulate independent judgements.
Intellectual / Professional skills & abilities:
2. Communicate concepts and/or solutions to branding and PR considerations.
3. Record and annotate research and development through the use of prescribed documentation formats.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
4. Take responsibility for your own work, reflect on your own learning, make constructive use of feedback, and maintain professionalism across the module.
5. Demonstrate a robust awareness of ethical and responsible considerations in your practice.
How will I be assessed?
FORMATIVE: Formative feedback will be delivered across the module. This can be verbal and/or textual and will be aligned to workshop activities.
SUMMATIVE
Presentation 20%
Strategy Pitch Presentation
Presentation of final campaign concept (LO2)
Portfolio 80%
Portfolio including research and analysis of chosen brand, and subsequent conceptual development of promotional strategy. (LO1,3,4,5)
Pre-requisite(s)
N/A
Co-requisite(s)
N/A
Module abstract
This module introduces you to public relations (PR) and the principles, practices and theories of brand promotion and communication. It teaches you how to decode the PR industry, to understand tools and techniques of PR and its place, value and function in the management of brands, individuals and stakeholders. You will be taught how to analyse a brand and its promotional PR and social activities. You will focus on an emerging/grassroots/diverse business, charting current touchpoints, tools, media channels and content that are being utilised and work to produce outputs that evidence your understanding and application of such considerations. This will showcase your growing knowledge of how PR functions in fashion and the importance of engaging with and influencing a range of consumer, media and brand audiences through a range of content, channels and touchpoints. Following this analysis, you will further consider and deliver potential PR and Brand strategies, focusing on growing the chosen business in an ethically underpinned and considered way. This module will give you a solid grounding in PR and brand promotion and prepare you for work placements in associated parts of the fashion industry.
Course info
UCAS Code WP30
Credits 20
Level of Study Undergraduate
Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad
Department Northumbria School of Design, Arts and Creative Industries, Northumbria School of Design
Location City Campus, Northumbria University
City Newcastle
Start September 2025
All information is accurate at the time of sharing.
Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.
Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.
Useful Links
Find out about our distinctive approach at
www.northumbria.ac.uk/exp
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