Undergraduate Course
Fashion Marketing BA (Hons)
Explore the creative opportunities that a career in fashion marketing can offer. Develop the professional skills to meet the challenges of fashion’s digital landscape.
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Gain the skills and knowledge you need to become a successful marketer in the global fashion industry by joining our creative community. With strong professional links to the world of fashion, this course will prepare you for the industry of the future. Develop your content creation skills, learn how to utilise the potential of social media and digital marketing and transform consumer insights into the fashion trends of the future.
Please note accreditations may be subject to change, and are dependent on fulfilling the awarding bodies criteria.
York campus
- UCAS code – N116 (N216 with placement year)
- Duration – 3 years full time, 4 years full time with placement year
- Start date – September 2025, September 2026
- School – York Business School
Minimum entry requirements
104 UCAS Tariff points
3 GCSEs at grade C/4 (or equivalent) including English Language.
Tuition fees
UK 2025 entry £9,535 per year full time
International 2025 entry £12,100 per year full time
Discover Fashion Marketing
Sarah Cooper, Lecturer at York Business School, introduces us to Fashion Marketing at York St John University.
Course overview
On this course we will guide you through the key elements of fashion marketing. You will learn how the fashion industry develops strategies in line with their target market. Explore how consumer behaviour theories are applied within a fashion context. You will come to understand how product, pricing and distribution strategies differ for both mainstream and luxury markets. Alongside this you will study the key principles of contemporary marketing and communications. Through your modules you will gain an understanding of a wide range of theories and concepts across fashion and marketing, including:
- Fashion communications, digital marketing, and social media
- Trend forecasting
- Brand strategy
- Buying, retail and supply chain
- Product development and fashion lifecycle
- Sustainability and ethics
To enhance your learning, you will have the opportunity to learn from industry specialists throughout the course and attend guest lectures and work on live fashion briefs with leading fashion companies to give you the opportunity to develop your experience and knowledge of the industry.
The course offers you a professional development system that runs throughout the duration of your degree. We will give you invaluable, personalised career advice that culminates in the final year module, Fashion Career Planning and Portfolio. You are given the opportunity to identify and develop your career path and build the right profile for yourself through initiatives we have developed. In the past we have delivered career workshops in London with a leading luxury fashion recruitment agency, and a mentorship scheme. The mentors are specialists in their field and have supported our students with their future career goals by helping them to create their own professional identity, and the skills they will need by sharing their own insights on a one-to-one basis.
You will have the opportunity throughout your studies to work with many of our industry partners through our academic’s strong professional links. Your briefs could include developing a new social media strategy for a brand, working with a trend agency developing innovative solutions for their client base, or a new strategy for a global brand.
You will also develop your creative skills by using industry standard software, such as the Adobe creative suite which includes Illustrator, Photoshop and InDesign. In addition, you will have the opportunity to develop your technical skills using Product Lifecycle Management systems (PLM) software, a bonus if you are considering buying and merchandising as a career.
As a Business School we are passionate about social responsibility and sustainability, which is especially important in fashion. These values and this commitment will be embedded throughout this course. You will work on projects that develop innovative, sustainable, and ethical solutions for fashion companies. We are a Principles of Responsible Management Education (PRME) signatory for the United Nations. Our mission is to develop your potential so that you can make a difference in society.
Take the opportunity to earn while you learn on your year in industry. You can gather skills and knowledge from a temporary position in a professional environment, this can then be applied to the work you do in your final year and beyond.
On this course you will have many chances to visit new locations, gather new experiences and take part in opportunities beyond day-to-day study. We regularly review and adapt the delivery and initiatives to reflect changes in the industry and ensure your learning is in line with industry practice.
Course structure
Year 1
Our academic year is split into 2 semesters.
In your first year, you will study:
- 3 compulsory modules in semester 1
- 3 compulsory modules in semester 2
You can find out which modules are available in each semester on the Course Specifications.
Modules
Credits: 20
Compulsory module
There is an ongoing debate regarding what characterises a ‘responsible business’, covering everything from the requirement to maximise shareholder value, to considering everyone who is impacted by the business, and everything in between. In response to this ongoing debate, this module questions and unpicks how businesses balance the need for economic viability with a commitment to behaving responsibly. You will engage with theoretical and practical perspectives on issues such as:
- The provision of environmentally safe, ethical and equal working conditions
- Sustainable procurement
- The role of philanthropy
This module will challenge you to apply your learning to complex debates around contemporary business and societal issues.
Credits: 20
Compulsory module
This module will enhance your understanding of the fashion industry, introducing you to the key fashion marketing concepts and theories which you will refer back to throughout your degree. You will learn to consider these principles the core elements of marketing theory. We will cover:
- Internal and external marketing environments
- Consumer behaviour
- Various strategies employed in industry, from mass to luxury
- Developing appropriate future fashion marketing strategies in line with consumer expectations
We will also explore current areas of concern within the industry, such as globalisation, digitalisation and sustainability, and explore how brands develop successful strategies to address these.
Credits: 20
Compulsory module
This module will develop your awareness of principles and concepts related to visual communications, building your understanding of its significance within fashion marketing.
This is a practice-based module which will develop your creative and communication skills, as you interpret and apply the visual and verbal concepts we discuss. You’ll also learn to use industry-standard software. Some areas we will cover include:
- Visual narratives created for relevant customers and markets
- The practical use of digital media
- Digital media for content creation
- Key marketing touchpoints within the pre-purchase, purchase and post-purchase experiences.
- Typography, colour theory and image selection
- Roles within the visual-communication industry, such as art direction and graphic design
Credits: 20
Compulsory module
On this module you will develop professional skills in collaboration, communication, critical thinking, and creativity. It is an introduction to creative practice, independent research, group-based evaluation, peer-to-peer evaluation, and reflective practice. Ongoing feedback will challenge you to stretch your abilities. Experimentation, evaluation, and rethinking will be at the core of the module. We will focus on three skills:
- Creating and developing individual works
- Collaborating with others to achieve creative outcomes
- Gathering and showcasing evidence of the creative process
This will help you to identify your current strengths and weaknesses, as you experience fashion marketing in practice.
Credits: 20
Compulsory module
With the increasing spending power of new consumers and digital natives, Web3, the metaverse, and other emerging technologies are altering the relationships between brands and consumers. These new practices blur the boundaries between physical and digital spaces, positioning the consumer as a key player in brand communication. This module explores the shift towards experiences and the role of technologies in immersing target audiences within a brand’s universe. You will examine the ongoing evolution of social media, consider how data informs brand communications, and investigate the shift to omnichannel strategies.
Credits: 20
Compulsory module
Fashion represents the ideas of society and culture at a given time. It is used to express our individual identity, it can represent conformity to social norms, and in other cases reject them. By studying social movements, cultural values and their impact on fashion, businesses can make better decisions about design, marketing, and production in the future. This module will consider the power of fashion from a historical as well as a contemporary perspective. We will discuss changes in social class structures, politics, and influence, as well as the impact of globalisation, technology, or the impact of popular culture on fashion.
Year 2
In your second year you will study:
- 3 compulsory modules in semester 1
- 2 compulsory modules in semester 2
You can find out which modules are available in each semester on the Course Specifications.
Modules
Credits: 20
Compulsory module
Fashion is a significant aspect of modern culture, and the industry faces the challenge of adapting to rapid and continuous change. The future of forecasting is becoming more challenging with the advent of AI-generated big data, and the active role consumers play in creating trends. This module delves into the role and structure of the fashion forecasting industry, and its integration into the broader fashion business. Issues such as corporate responsibility, sustainability and ethical behaviour are core to the principles of York Business School and this module highlights responsible decision making.
Credits: 20
Compulsory module
This module explores branding concepts and PR strategies in the fashion industry, focusing on real-world public relations and branding methods. You will explore the key aspects of fashion branding and public relations, as you build your awareness of historical and contemporary principles and concepts. Through this you will develop theoretical and practical skills within this specific sector of the fashion industry, though these skills can be transferred to other sectors. We will also discuss the relationship between planet, profit and people, and the role of branding and PR in these issues.
Credits: 20
Compulsory module
In order for products to be profitable, they must be considered appealing and fulfilling to consumers. The process of creating this perception can be described as fashion campaign planning. Throughout this module, you will learn how campaigns are developed, in line with emerging trends, to promote and market products and brands. Social media has changed the role of campaign planning, and as part of this module you will analyse how this has transformed the sector, across both mainstream and luxury fashion markets. You will learn how to develop and realise a fashion campaign through digital, traditional and contemporary strategies, to successfully convey an idea to a target market.
Credits: 20
Compulsory module
Understanding research and conducting it is a life skil, as well as being valuable to the functioning of organisations. This module will give you the foundational skills to evaluate, design and conduct research. You will learn to:
- Formulate and scrutinise research questions
- Design and propose research methodology
- Collect qualitative and quantitative data
- Analyse data, reach conclusions using it, and report it
These skills will be transferable in all fields of business, including finance, marketing, economics, tourism and events. You will also learn IT skills for survey design and statistical data analysis. For this module’s assessments you will learn to create video presentations, to work conduct and report research collaboratively, and to propose an original piece of research.
Credits: 20
Compulsory module
This module will provide you with hands-on, business problem-solving experience, by working on live briefs. In most cases this would include visiting the organisation, communicating your progress with clients, conducting primary or secondary research, and making recommendations in form of report and presentation. This module goes beyond theory, equipping you with authentic workplace skills and a deeper understanding of your own strengths and abilities. All of our projects are designed to develops your skills, while also helping local organisations find solutions to real problems that matters to them.
Credits: 20
Compulsory module
Fashion buyers often have more influence over the financial success of a brand or retailer than any other sector of the business. The role has undergone great change in the last 20 years, from a straightforward process to a global, deeply analytical specialism. This module looks at the role of the fashion buyer in the context of a fashion business and its commercial success. You will learn about the strategic relationships between buyers and suppliers, as well as how businesses can use the role of fashion buying to create competitive advantage or successfully enter new markets. Issues around sustainability and ethics from both a business and consumer perspective will also be explored.
Year 3
In your third year you will study:
- A compulsory Research Investigation module across semesters 1 and 2
- 2 compulsory modules in semester 1
- 2 compulsory modules in semester 2
You can find out which modules are available in each semester on the Course Specifications.
Optional modules will run if they receive enough interest. It is not guaranteed that all modules will run every year.
Optional Placement Year
On all of our business courses you can choose to go on a placement year. This is usually between years 2 and 3 of your course. This is a great opportunity to gain professional experience alongside your academic qualification and boost your career prospects. You will pay 15% of a standard annual tuition fee on your placement year. You do not need to decide on this before you apply, we will support you in making the decision and finding a suitable placement.
Modules
Credits: 40
Compulsory module
On this module you will develop a substantial piece of specialist work, with the support of a designated research investigation tutor. This could be in the form of either:
- A traditional Dissertation
- A Business Creation Feasibility Project
You will develop research objectives, formulate appropriate methodologies, and apply problem solving and analytical skills in a business context of your choice. You will also need to collect, analyse, interpret, and evaluate the data generated by your research. At the end of the module, you will have the opportunity to showcase your research at the York Business School Undergraduate Research Symposium.
Credits: 20
Compulsory module
On this module you will explore integrated marketing communications (IMC)in local and global, applying the knowledge you have build to real scenarios and live briefs. These briefs may involve:
- Creating content for multiple platforms, including social media and content-management systems (CMSs)
- Collaborating with an external client, applying your understanding and knowledge of strategies to their requirements.
We will encourage you to innovate, both in your practice and in the conceptualisation of IMCs. This module serves as a stepping stone to prepare you for entry-level graduate jobs in the industry.
Credits: 20
Compulsory module
The consumer lies at the heart of luxury fashion, with industry leaders redefining luxury brand experiences as co-creation between brands and consumers. On this module you will learn to create meaningful and authentic connections with luxury consumers through the creation of world-class luxury experiences. We will explore the shift towards immersive experiences, and consider how the physical and digital are combined to create luxury spaces. You will also think about the evolution of luxury brand strategy in line with cultural changes, exploring concepts like the artification and digitalisation of fashion.
Credits: 20
Compulsory module
Design thinking is an approach to solving problems that has validity outside of the design field. It is a process that explores problems through collaboration and iteration. By adopting more effective communication methods in the decision-making process, companies can become more effective at delivering relevant products and services, in line with the demands of future fashion markets. Design thinking is used widely in industry, and understanding the framework will give you the skills you need to introduce innovation and change into a brand or retailer’s future strategy.
Credits: 20
Compulsory module
This module will help you prepare for your future career goals, reflecting on the employable skills you have developed through your degree, and considering the options available to you. To do this you will:
- Evaluate the knowledge and skills you now have to offer
- Produce a professional curriculum vitae (CV)
- Learn how to prepare for interviews and applications
- Engage in extensive research into the career market within your chosen field at a national and international level
This will enable you to develop a long-term and short-term career plan, along with a strong portfolio of fashion outputs to offer potential employers.
Teaching and assessment
Teaching and learning
All of your modules will be delivered using a variety of different teaching sessions. This includes:
- Lectures
- Seminars
- Guest speakers
- Workshops
- Events
Each module has 3.5 hours of contact time a week. This consists of a 1.5 hour lecture and a 2 hour seminar. 1 to 1 time can be booked through our tutorial booker system.
You will have regular individual tutorial sessions with your academic tutors to support your learning. You will also have opportunities to gain work experience through modules which take your learning beyond the classroom and into the industry.
Assessment
We use a wide variety of assessment types, which help you to develop skills relevant to the workplace. This includes:
- Written assignments
- Individual and group presentations
- Exams
- Practical activities
You will receive feedback on your work throughout each module. This will help you to improve your work for your graded assessments. We will advise you on developing your skills, useful areas for research and how to extend your business knowledge further.
Professional skills
We encourage you to extend your learning through Continuing Professional Development as you study. Our Success Lab provides extra events, short courses and opportunities to help you make the most of your degree. The academic and professional skills you develop through this will help to boost your employability when you graduate.
Career outcomes
Your future with a degree in Fashion Marketing
This course will give you the expertise and experience you need for a variety of fashion careers. The transferrable skills you gain in communication, presentation and commercial awareness will also prepare you for a range of roles in related industries.
This degree could be the first step toward your career as a:
- Brand manager
- Trend forecaster
- Digital media specialist
- Marketing and PR
- Fashion buyer or merchandiser
- eCommerce marketing manager
Discover more career options on Prospects careers advice pages.
Alumni stories
Visit our YSJ Snapshots blog to see what our past students from across the University have done with their York St John degrees.
Whatever your ambitions, we can help you get there.
Our careers service, LaunchPad provides career support tailored to your ambitions. Through this service you can access:
- Employer events
- LinkedIn, CV and cover letter sessions
- Workshops on application writing and interview skills
- Work experience and volunteering opportunities
- Personalised career advice
This support doesn't end when you graduate. You can access our expert career advice for the rest of your life. We will help you gain experience and confidence to succeed.
Entry requirements
Qualifications
Minimum entry requirements
104 UCAS Tariff points
3 GCSEs at grade C/4 (or equivalent) including English Language.
Calculate your UCAS Tariff points
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 English is not your first language you will need to show that you have English Language competence at IELTS level 6.0 (with no skill below 5.5) or equivalent.
This course is available with foundation year
If you do not yet meet the minimum requirements for entry straight onto this degree course, or feel you are not quite ready for the transition to Higher Education, this is a great option for you. Passing a foundation year guarantees you a place on this degree course the following academic year.
Mature Learners Entry Scheme
If you have been out of education for 3 years or more and have a grade C GCSE in English Language or equivalent, you are eligible for our entry scheme for mature learners. It's a scheme that recognises non-traditional entry qualifications and experience for entry onto this course. Information on how to apply can be found on our dedicated page.
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.
Terms and conditions
Our terms and conditions, policies and procedures contain important information about studying at York St John University. You can read them on our Admissions page.
Fees and funding
To study for a 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 internationally (outside the UK).
Tuition fees are reviewed annually and may be increased in line with inflation, prior to the start of each academic year, and subject to the fee cap set by the UK government. Such increases to fees will be at the Retail Price Index (RPI) forecast rate, as advised by the Office for Budget Responsibility and the Office for Students. The only exception to this would be where government legislation deems otherwise.
If a rise in the tuition fee becomes necessary, we will endeavour to inform you as soon as possible and we will explain the reason(s) for the increase. Any tuition fee increase will only be applied from the start of the next academic year and will not be applied 'in year'.
UK 2025 entry
The tuition fee for 2025 entry onto this course is £9,535 per year for full time study.
This price applies to all UK, Jersey, Guernsey and Isle of Man students.
You can find out more about funding your degree by visiting our funding opportunities page.
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.
Tuition fees
UK 2025 entry £9,535 per year full time
International 2025 entry £12,100 per year full time
International 2025 entry
The tuition fee for 2025 entry to this course is £12,100 per year for full time study.
This price applies to all students living outside the UK.
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.
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 a DBS check, 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
For detailed information on accommodation and living costs, visit our Accommodation pages.
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.
For advice on everything from applying for scholarships to finding additional financial support email fundingadvice@yorksj.ac.uk.
Course highlights
Apply your studies
On this course you will have the opportunity to apply academic study and assessment pieces to real world industry scenarios and issues facing business in marketing and the fashion industry. You can earn while you learn with a year in industry. The skills and knowledge you gather in a professional environment can then be applied to the work you do in your final year and beyond.
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Industry links and tools
You will have the opportunity throughout your studies to work with many industry partners and access their bespoke tools to develop your understanding and ability. Bombyx PLM offer an opportunity to deliver software training to enhance your professional skill development. You will have the chance to work with Trend Bible on a live project, working with their insight team to evolve their key trends for their global client base.
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Visits and experiences
Visit new locations, gather new experiences and take part in opportunities beyond day to day study. Some examples are; London for career workshops with a University based In the City and visits from industry leaders and experts in their respective fields such as Hull based entrepreneur, Lucy Blackley Tech Nation Regional Rising Star in 2020.
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Faith Fashion Marketing
The fashion marketing course has been brilliant. All the lecturers on this course care about you so much and put their all into making sure that you can do the best possible. They have given us such great opportunities to work with external clients and network with people we otherwise would never have had the chance to meet.
Ethan Fashion Marketing
Learning different aspects of Fashion Marketing and understanding the wide range of careers available in this field was the highlight of studying this course. Working with industry level specialists and using industry level tools, it really helps prepare you for the future. Having the opportunity to be taught by lecturers that specialise in all different forms of marketing, it's great to learn about their history and how they got into the industry. Overall, the teaching is phenomenal and you really feel like you belong here.
More to explore
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Join us in 2025
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Open Days
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