In an increasingly digitally-sophisticated and digitally reliant society, well-designed and
communicated campaigns are crucial to ensure the success and longevity of fashion businesses.
This unit will enable you to build a sound theoretical and practical understanding of the formulation
and management of the marketing communication process, using leading industry analytical tools.
You will examine marketing communication strategies in the context of the highly competitive and
fast-moving global fashion industry. The return on investment and the financial accountability and
pressure to deliver business results will be considered in the context of integrated marketing
communication strategies.
Assessment and Project Brief
The assessment for this unit requires that you critically analyse a selected aspect (to be
approved by the unit tutor) of a chosen brand’s marketing communications mix.
Selected brand is Hermes.
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