This programme has a strong focus on the unique way in which fashion products are marketed. Key marketing theory is studied with specialist emphasis on the interface between design/ creativity and the commercial imperative. Fashion marketing theory is about understanding and satisfying consumer needs. There is a focus on developing an understanding of the fashion consumer, consumer behaviour, segmentation, targeting and positioning. Internal and external influences on individual and organisational decision making are also considered. Fashion marketing considers the fashion product, the nature of pricing (with costing and global economics in mind), the way the product is branded, communicated and promoted to consumers and the environment in which it is sold. The global nature of the fashion industry and its impact on marketing is considered. A key feature of fashion marketing in these programmes is the opportunity to study multimedia Computer Aided Design packages in the context of brand concept, communication and application. The concepts of marketing most relevant to fashion, for example visual merchandising, public relations, social media and multi channel marketing are given particular emphasis in the programme.**Special Features**Students may apply to extend this degree to four years, and spend their third year either on industrial experience or studying abroad. For study abroad, exchange partners are offered through the Erasmus Exchange scheme in Europe and the Worldwide Exchange scheme.Students wanting to take the Industrial placement pathway are responsible for finding their own placement. They will work closely with the careers office and both the placement tutor and administrator to find a suitable placement. They also have access to former placement providers who often take students each year.