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Undergraduate course

Fashion Marketing BA (Hons)

Based in our innovative Business School, this fresh off the rack course prepares you for entry into the global fashion market.

Student stood against patterned wall

Developed for the fashion industry and delivered by academics with real experience from the field, you will explore the theories and creative concepts behind global fashion marketing with an emphasis on the needs of a new digital era. You will gain a wider understanding of marketing as a business function, whilst learning to use various techniques that make fashion brands stand out and remain popular in a fast-paced, highly competitive market.

York campus

  • UCAS Code – N116 | With placement year N216
  • Duration – 3 years full-time | 4 years with placement year
  • Start date – September 2021
  • School – York Business School

Minimum Entry Requirements

    96 UCAS Tariff points

    3 GCSEs at grade C/4 (or equivalent) including English Language

Tuition Fees

    UK and EU 2021 entry £9,250 per year full time

    International 2021 entry £12,750 per year full time

York Business School

Course overview

We offer you a balanced mix of academic and creative challenges through the York campus in addition to unique opportunities offered by our London campus, with strong industry links. We provide you with highly desirable professional skills to give you an advantage when you graduate. We do this by flexible, reactive delivery that is responsive to industry demands. Our innovative approach includes the development of content creation skills, skills in exploiting the potential of social media, transforming consumer insights, and managing creativity across disciplines in the industry. We will prepare you for those digitally savvy consumers that are disrupting and transforming global fashion markets.

The course delivery includes content from industry specialists through guest lectures and you will be given the chance to work on live fashion briefs. We will also prepare you for your chosen career by giving you the essential digital skills to creatively communicate your concepts and ideas through the use of industry standard software, alongside the ever growing need to analyse and interpret data. We understand the need for you to develop your own personal brand identity, so we will work with you to enhance your career potential on areas such as creating a strong digital CV and portfolio of work. Placement opportunities are available in the second year.

Special features

  • A focus on the management of organisations builds the knowledge and skills you will need as a manager. This includes the management of people, resources and business activities
  • Throughout the course there are opportunities to engage with practising managers, organisations, employers and entrepreneurs and take part in work related experiences and internship

Year in industry

All of our business students have the option of adding in a year in industry and / or a semester of studying abroad with one of our partners to their course. A year in industry gives students fantastic experience and is attractive to potential employers. This normally takes place after the second year of the course and extends the course duration by one year (15% of the standard tuition fee is chargeable). Study Abroad normally takes place for a semester of the second year of the course and doesn’t extend the course duration as credits achieved abroad count towards your degree.

You don’t need to decide whether you would like to take either of these options until after you have started the course with us.

Course structure

Level 1


Compulsory modules:

Practising Responsible Business Behaviours: This module examines the nature of business enterprise and its relationship with wider society, seeking answers to the question: what does it mean for businesses to behave responsibly? There is an ongoing debate regarding this question, with answers ranging from ‘just maximize shareholder value’ to ‘consider everyone who is affected, including unborn future generations’, with many variations in between. In this ongoing debate we encounter ideas regarding, for example, stakeholder theory, the triple bottom line, corporate social responsibility, business ethics, the role of the state or of supra-national organisations, and so on.

Principles of Fashion Marketing: The module will introduce the students to the key elements of fashion marketing, and how the industry develops strategies in line with their target market. Consumer behaviour theories and their application in a fashion context will be explored. Students will develop a firm understanding of the differing product, pricing and distribution strategies required for mass versus luxury markets as well as the fragmented nature of promotion across these varied market segments.

Fashion, Society & Culture: The module will provide the students with an understanding of the evolution of fashion from a historical as well as a contemporary perspective. The impact of design, globalisation, technology, culture and people on lifestyle trends and fashion will be discussed and analysed. By identifying the key drivers of change in fashion, past and present, the students will develop a greater understanding of how these patterns of change could impact on the development of the industry in global markets in the future.

Business analytics and the Blockchain: The aim of this module is to give you a practical grounding in the skills and techniques necessary to conduct data analytics and anticipate the effects of the blockchain on both short- and long-term strategy. The module introduces the blockchain and the scope of the blockchain industry. Basic statistical models are introduced in this module. As future business leaders, students will learn to understand blockchain, explore blockchain trends, investigate the market disruptions caused by technology and the impact of blockchain in industries worldwide. The module is designed to get you over the basic hurdles you will face when beginning to learn the data analytics and management techniques, and will cover some of the basic tasks that you face as a data analyst and will put you in a position to extend your knowledge of applying your analytical techniques.

Product Development: Concept to Consumer: The module will introduce the students to the product development process in the fashion industry. The focus will be on the links between market needs and the stages involved in realising the product through to the consumer. The students will also gain a clear understanding of the cost issues that relate to new product development, developing innovations in textiles, designing and creating sustainable fashion product, the impact of globalisation and how digital and analytical tools are being developed to automate roles within the development process.

Visual Fashion Communications: The module will be practice-based, developing skills to creatively communicate fashion concepts, products and promotions to both consumers and industry professionals, visually and verbally. Using industry-standard software, students will develop the core skills to create original promotions for platforms such as social media, retail environments or the web.

All modules are worth 20 credits unless stated otherwise.


Level 2


Compulsory modules:

Consumer Behaviour & Consumer Trends: The module begins by introducing the students to the principles of consumer behaviour theories and how this translates through to consumer and organisational buyer behaviour. The focus will then move to the impact macro factors such as cultural and sociological shifts have on consumers and markets and how these offer insights that could inform future strategy. The students will understand how to identify these opportunities and translate them through to creative solutions to satisfy future needs in line with industry practice.

International Fashion Branding: The module will explore the strategies employed by contemporary global fashion brands. Students will understand the role of branding within the fashion environment and the theories that are employed to create strong brands globally by utilising appropriate brand elements, marketing programmes and media channels to create awareness in globally diverse markets.

Sourcing, Supply Chain, Ethics and Distribution: This module will address the future challenges facing fashion companies with their offshore sourcing and global supply chain management strategies. The digital revolution has had a dramatic impact on the flow of information throughout the supply chain, from inventory management to the need to effectively process big data. There is an increasing demand for more sustainable sources and the need to ‘green’ supply chain and logistical activities by developing environmental management systems. Increasing segmentation of the global market has resulted in a wide range of needs in outsourcing from the lean and agile requirements of the fast-fashion sector to the rapid growth of the luxury market. The module will prepare students for the industry by giving them a greater understanding of the increasing complexities of fashion retail supply chain.

Research Methods for Service Industries: Organisations frequently require both an understanding of how and why data is acquired, and an ability to collect, analyse and interpret it. These skills are also important if students wish to progress to postgraduate study or careers in consultancy services. This module considers the use of quantitative and qualitative research methods in subject contexts, and allows students to develop skills in the collection, analysis and reporting of relevant data. In addition, this module will develop students’ project planning and management skills as a tool to manage the research process.

Fashion Trends, Buying and Analytics: The aim of the module is to introduce the students to the buying process. The students will understand how fashion trends are identified and interpreted through to range planning in line with industry practice. Emerging technologies have seen the role of buying and distribution change significantly and the module will also look at how this has transformed the complexities of product category management and product development across mainstream and luxury markets in the fashion industry.

Optional modules:

Professional Placement: The overarching rationale for this module is for students to begin to understand and begin planning towards their own personal transition from university into the workplace. The module will provide the student with a vocational opportunity aimed at enhancing their future work readiness. It is designed to develop skills, knowledge and understanding in a range of career-related personal, professional and key skill areas. The module specifically engages with issues such as career decision making, the recruitment cycle applying for jobs, sourcing and embarking on a placement or a group or individual project, CV writing and action planning.

Business, Creativity and Opportunism Skills for the Workplace of Today: This module explores the fundamentals of entrepreneurship and intrapreneurship and the behaviour and skills required to 'think out of the box' to identify and pursue opportunities. You will establish what the behaviours and skills are of an entrepreneur, define creativity and innovation, as well as ask why they are so important to entrepreneurs. We will explore idea generation and evaluation techniques and learn how to recognise enterprise opportunities.

All modules are worth 20 credits unless stated otherwise

Level 3


Compulsory Modules:

Research Investigation (40 credits): The aim of this module is to facilitate and express independent enquiry in a substantial piece of individual self-directed research work. This module provides students with the opportunity to plan and conduct a piece of research through individual and independent activity and to present their findings in using visual aids and in written academic format that meets professional standards. Students will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of their choice. You will be able to choose between a traditional dissertation, an organisation-based project, a business research project and a business creation project.

Students have the opportunity to complete the investigation in the form of:

  • Traditional dissertation
  • Research report
  • Consultancy project
  • Business creation project

Fashion Retail Strategy: The module will look at the complexities of fashion retail’s channel strategy. Understanding the emerging omni-channel consumer and their customer journey is becoming increasingly important. Fashion retailers need to coordinate their contact with consumers across a number of sales and communication platforms and ensure they work holistically together. In addition, creating content across a number of social media platforms tailored to differing markets is becoming increasingly challenging in such a fast paced, competitive industry. Taking this holistic view will prepare the students for these challenges.

Fashion Communication & New Media: The module will look at the theories to develop an integrated marketing communications plan to promote and communicate effectively to a selected fashion market. Students will develop critical research and analysis skills necessary to create an appropriate strategy. Emphasis will be placed on the growing significance of digital marketing and social media activities to create content.

Fashion Career Planning & Portfolio: The module will prepare the students for their future career goals. They will evaluate their skills and produce professional curriculum vitae, understand how to prepare for interviews and the application process. In addition, students will engage in extensive research into the careers market within their chosen field at a national and international level. The students will also create a strong exit portfolio of appropriate fashion outputs to offer a potential employer. Producing a strong digital CV and portfolio will also be required to enhance employability opportunities.

Managing Creativity & Innovation in Fashion: The module will introduce the students to the concept of design management and the transformation of innovative ideas into fashion realities. Within many organisations there are cultural and knowledge gaps which hinder the realisation of design concepts despite continued pressure to deliver relevant innovations to an increasingly demanding market. Successful design management can transform the process. By adopting more effective communication methods in the decision making process across all departments, particularly between design and marketing disciplines, companies can become more effective at delivering relevant products and services in line with the demands of future fashion markets.

All modules are worth 20 credits unless stated otherwise

Teaching & assessment


All modules are delivered utilising a range of teaching and learning strategies including lectures, seminars, guest speakers, tutorials, workshops and a range of events and learning activities. You are supported initially in the use of guided learning strategies in Level 4 developing towards autonomous, well-judged use of collaborative and independent learning strategies in Levels 2 and 3.


Throughout the programme you will be introduced to a range of different teaching and learning strategies to help you to gain a cutting edge understanding of the fashion industry. For example, at Level 1 you will undertake case-based learning in which we will explore real cases in the world of fashion marketing. At Level 2 there will be evidence of practice-based learning in which you will be expected to engage in practical based activities as you develop your skills in managing marketing projects and analysing marketing, communications and data in the fashion industry. Finally, at Level 1 you will demonstrate your skills through practice and enquiry-based learning giving you the opportunity to develop creative and innovative fashion and retail strategies and communications and new media plans. You will also undertake your final piece of work the research investigation and you will have the unique opportunity to carry out either; a dissertation, an organisation-based project, a live consultancy project or a business creation project.

Contact Hours

42 hours contact time per module.


As a university student, there is an expectation that you will develop from being a dependent learner to being an independent one. This means you are expected to undertake self-study and group learning. In year one you will be provided with guidance to progress your learning and self-development. By the time you get to year 3 it is hoped you will have developed greater autonomy and independence.


The academic staff who deliver the Fashion Marketing programme bring a wealth of professional experience from the world of global fashion marketing to York Business School. You will be taught by academic and industry experts who worked for global fashion brands such as Nike. The team have research profiles and you will be provided with the opportunity to join them in their research through our ‘Students as Researchers’ scheme. The course will also be supported the course at every level through professional accreditation, guest lectures, live projects work and internships and placements.

Entry Requirements


The minimum entry requirements for this course are:

96 UCAS Tariff points

3 GCSEs at grade C/4 or above (or equivalent) including English Language

Calculate your tariff points. 

Foundation Year

This course is available with a foundation year. This option is ideal if you do not yet meet the minimum requirements for entry straight onto a degree course, or feel you are not quite ready for the transition to Higher Education. A foundation year prepares you for degree level study, giving you the confidence and skills needed to make the most of your course. Passing it guarantees you a place on this degree course the following academic year.

Foundation courses

International Students

If you are an international student you will need to show that your qualifications match our entry requirements. Information about international qualifications and entry requirements can be found on our international pages.

If your first language is not English you must show evidence of English language competence at IELTS level 6.0 (with no skill below 5.5) or equivalent.

International entry requirements

Advanced Entry

Considering transferring to join us in year 2 or 3 of our Business Courses?

Please see our Advanced Entry page for information on the courses available and how to apply.

Personal statement

Essential criteria

As well as a strong standard of written English, we also look for an interest and enthusiasm for the subject. This can be done in a variety of ways, either from an academic viewpoint, for example studying a business related A Level, or through relevant work experience or placements.

Valued criteria

Candidates can demonstrate a real enthusiasm for the subject that goes beyond achieving good grades in exams. Examples of this include:

  • Career plans
  • Attending workshops or seminars related to the chosen subject area
  • Showing leadership and teamwork skills through project work or awards such as the Duke of Edinburgh or sports teams, theatre groups etc.
  • Experience of work
  • Candidates may also look to undertake professional qualifications such as accounting qualifications or CIPD

Terms and conditions

Our terms and conditions, policies and procedures contain important information about studying at York St John University. These can be accessed through our Admissions webpages.

Fees and funding

To study for an undergraduate degree with us, you will need to pay tuition fees for your course. How much you pay depends on whether you live inside the UK or EU, or internationally (outside the UK/EU). Tuition fees may be subject to inflation in future years.

UK and EU 2021 entry

The tuition fee for 2021 entry onto this course is £9,250 per year for full time study.

This price applies to all UK/EU, Jersey, Guernsey and Isle of Man students.

You can find out more about funding your degree by visiting our funding opportunities page.

Funding Opportunities

Placement year funding

If you choose to take a placement year, and your course offers it, you can apply for the Tuition Fee and Maintenance Loan for your placement year. How much you are awarded is based on the type of placement being undertaken and whether it is a paid or unpaid placement. The tuition fee for your placement year will be reduced.

International 2021 entry

The tuition fee for 2021 entry to this course is £12,750 per year for full time study.

This price applies to all students living outside the UK/EU.

Due to immigration laws, if you are an international student on a student visa, you must study full time. For more information about visa requirements and short-term study visas, please visit the International Visa and Immigration pages.

Find out more about funding your degree.

International Fees and Funding

Additional costs and financial support

There may also be some additional costs to take into account throughout your studies, including the cost of accommodation.

Course-related costs

While studying for your degree, there may be additional costs related to your course. This may include purchasing personal equipment and stationery, books and optional field trips.

Study Abroad

For more information on tuition fee reductions and additional costs for studying abroad, please visit our study abroad pages.

Accommodation and living costs

View our accommodation pages for detailed information on accommodation and living costs.

Financial help and support

Our Funding Advice team are here to help you with your finances throughout your degree. They offer a personal service that can help you with funding your studies and budgeting for living expenses. 

All undergraduates receive financial support through the York St John Aspire card. Find out more about the Aspire scheme and how it can be used to help you purchase equipment you need for your course. 

Aspire Card

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