What will I learn on this module?
In this module students are given the opportunity to create a promotional campaign based around meaningful subjects linked to fashion, supported by staff and technicians to generate work aligned to their interests and skills. Students will follow a brief based on themes linked to ED&I and sustainable development, considering the social, political and cultural impact of the fashion world, and what can be done to activate ‘fashion’ for good. You will consider specific, identified audiences, further supported in lectures/workshops focused on understanding consumer behaviour and audience reception. You will be tasked with fully immersing yourself in researching your chosen niche area of consideration, gaining significant knowledge to disseminate across summative submissions.
The module will further focus on developing your communication skills across an array of potential outcomes and campaign assets. This will allow you to improve your existing abilities, while giving you the opportunity to concentrate on your unique skillset. It is a space to experiment with storytelling techniques and technology to iterate narratives aimed at affecting change. You will present your initial findings and ideas to receive direction towards your final campaign. This final submission allows you to evidence these abilities, simultaneously making use of traditional and emerging methods and technologies parallel with effective communication.
The skills gained here will support your further study and development, both in final year projects which are similarly self-directed, and beyond into employment.
How will I learn on this module?
You will attend weekly sessions, where workshops will assist you in developing research methodologies and processes to be utilised in the development of your understanding of significant issues directly impacting fashion and those which sit alongside the sector. You will fully consider the audience you hope to engage, considering methods of gaining insight and understanding. Further sessions will introduce skills linked to effecting change for good. Technical delivery will also allow you to improve hard skills associated with communication and documentation. Workshops and tutorials will benefit from peer discussion, where best practice can be further identified for students to align their process and outcomes to.
Further support will assist you in producing a final portfolio of assets which can utilise; AV (Audio Visual), Written, and Graphic information, and/or emerging technologies to document and demonstrate your awareness of your topic and how you can activate this in an engaging manner to effect change within a defined audience.
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 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. Methodologies of communication (planning, writing and design) will be introduced and discussed within workshops, with tutorials aimed at further developing your final submission. Group work/peer discussion linked to the ongoing improvement of your practice, will assist your development in terms of knowledge, understanding and 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. Research and Analyse contemporary Fashion Communication issues from economic, environmental, ethical, historical, political and social perspectives.
2. Demonstrate through enquiry-based and creative practice, your advanced understanding of functional, psychological, and aesthetic principles of Fashion Communication brand and PR strategy and practice.
Intellectual / Professional skills & abilities:
3. Articulate, justify and share research and development using established methods and processes as part of your campaign/strategy.
4. Create concepts, proposals or solutions that appropriately respond to clearly identified needs, issues and audiences.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
5. Use a range of media and communication tools to articulate your knowledge and defend your concept and assets.
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
Pitch Deck Presentation 20%
A pitch offering an overview of your research, strategy and initial concept ideas, accompanied by a professionally considered ‘Deck’. (LO3)
Campaign Portfolio 80%
Portfolio of strategic considerations and final assets; summarised and annotated, underpinned by relevant supporting literature. (LO1,2,4,5)
Pre-requisite(s)
N/A
Co-requisite(s)
N/A
Module abstract
The second of our Brand Promotion and PR modules allows students to take the strategic understanding implemented at level four and effectively deploy this across a campaign building. The module brief will align to considerations linked to fashion and wider societal, political and cultural influences, focusing on issues linked to ED&I and Sustainable Development. Students will create materials aimed at effecting positive change within a defined audience. Activations suggested and constructed will directly link to the fashion industry, celebrating the potential of interventions within the field to elicit affirmative action. Final submission will require students to create a series of campaign assets, using traditional and emerging technologies and further building creative and craft outcomes underpinned by insights garnered from theoretical and real world research.
The themes and outcomes of the module will support students professional development, showcasing their skill set, communication ability and knowledge of important contemporary considerations impacting fashion.
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.
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