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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.

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.

  • Available in Clearing

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 2024, September 2025
  • 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 2024 entry £9,250 per year full time

    International 2024 entry £11,500 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:

  • 2 compulsory modules and 1 optional module in semester 1
  • 3 compulsory modules in semester 2

You can find out which modules are available in each semester on the Course Specifications.


Credits: 20

Compulsory module

On this module you will examine the nature of business enterprise and its relationship with wider society, focusing on what it means to be a responsible business. You will explore ideas including:

  • Stakeholder theory
  • The triple bottom line
  • Corporate social responsibility
  • Business ethics
  • The role of the state

Credits: 20

Compulsory module

On this module you will investigate the key elements of fashion marketing, learning how to develop strategies in line with their target market. You will explore consumer behaviour theories and learn how to apply them in the context of fashion marketing. You will develop a firm understanding of the different product, pricing and distribution strategies needed for mass and luxury markets.

Credits: 20

Compulsory module

On this module you will explore how fashion has evolved over time. We will look at the development of fashion as we understand it today and consider the impact of design, globalisation, technology, culture and people on lifestyle and fashion trends. By identifying the drivers of change in fashion, you will develop a greater understanding of how change could impact how the industry develops.   

Credits: 20

Optional module

In the age of Big Data, analytics is becoming a necessity in all areas of business. It is an essential tool to drive managerial decisions and sustain competitive advantage. This module will teach you how to business data. We will consider the importance of visualising and understanding data, and representing data in a meaningful way so we can use it for decision making. You will also examine the importance of Big Data in today’s business environment and the increasing significance of Blockchain.

Credits: 20

Compulsory module

On this module you will explore how products progress from concept to purchased product. You will learn about the cost of product development, innovations in textiles, designing and creating sustainable fashion products. You will also consider the impact of globalisation. Together we will investigate how digital and analytical tools are being developed to automate roles within the development process.

Credits: 20

Compulsory module

This is a practical module. You will develop the skills needed to creatively communicate fashion concepts, products and promotions to both consumers and industry professionals both visually and verbally. Using industry standard software, you will develop the core skills needed to create original promotions for platforms such as social media, retail environments or the web.

Credits: 20

Optional module

Social media and online content creation in the fashion industry has led to a new culture of creativity. From this, new economic opportunities have developed. You will be introduced to relevant business theories and develop your skills to create marketing communication strategies, around technology and digital media. You will also learn how to alter communications in order to successfully target customers based of a variety of wants and needs.

Year 2

In your second year you will study:

  • 3 compulsory modules in semester 1
  • 2 compulsory modules and 1 optional module 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.


Credits: 20

Compulsory module

On this module we will introduce you to consumer behaviour theories and how this relates to consumer and organisational buyer behaviour. You will investigate how cultural and sociological shifts affect consumers and markets and how we can use these insights to inform future strategy. You will learn how to identify these opportunities and translate them through to creative solutions to satisfy future needs in line with industry practice.

Credits: 20

Compulsory module

On this module you will explore the strategies employed by contemporary global fashion brands. You will investigate the role of branding in fashion and the theories used to create strong global brands. You will learn how to use appropriate brand elements, marketing programmes and media channels to create awareness in globally diverse markets.

Credits: 20

Compulsory module

On this module you will consider the future challenges facing fashion companies, with their offshore sourcing and global supply chain management strategies. The digital revolution has impacted how information flows through supply chains, from inventory management to the need to effectively process big data. There is an increasing demand for sustainable sources, and increased segmentation has resulted in different needs in outsourcing. This module will prepare you for the industry by helping you understand the increasing complexities in the fashion retail supply chain. 

Credits: 20

Compulsory module

Organisations need to understand how and why data is acquired, and have the ability to collect, analyse and interpret it. On this module you will learn about quantitative and qualitative research methods and how to use them to your work. We will help you develop skills in data collection, analysis and reporting your findings. You will also develop your project planning and management skills as a way to manage the research process. 

Credits: 20

Optional module

Enhance your future employability by experiencing the workplace. We have designed this module to help you develop your skills, knowledge and understanding in different areas related to your career. You will engage with issues such as:

  • Career decision making
  • The recruitment cycle
  • Applying for jobs
  • Interviewing

As part of this module you will embark on a work placement or business project in a group, or individually.

Credits: 20

Optional module

This module aims to develop you into a confident, enterprising and creative graduate who will be able to cope with the ever changing business environment, recognise opportunities and to take responsible and measured risks. This is a very practical module. Starting with an initial idea, you will explore and assess a business opportunity and present a feasible business concept. Working alone or in groups, you will develop skills in collecting, analysing and organising ideas and information.

Credits: 20

Compulsory module

On this module you will investigate how the industry identifies and interprets fashion trends through to range planning in line with industry practice. Emerging technologies have seen the role of buying and distribution change significantly. You 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.

Year 3

In your third year you will study:

  • A compulsory dissertation 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.


Credits: 40

Compulsory module

This module is your chance to plan and conduct a piece of independent research. You will be able to choose from the following projects:

  • Traditional dissertation: Plan and conduct a piece of independent research. Present your findings in a writing.
  • Business Research Project: Complete a small scale piece of individual research work.
  • Consultancy Project: Work with industry professionals and investigate a business project and produce a research based report.
  • Business creation project: Develop a full business proposal and plan. Use primary and secondary research to support your work.

Credits: 20

Compulsory module

On this module you will explore the changing relationship consumers have with brands, and discuss how fashion retailers can design strategies based around the consumer journey. Today consumers interact with a brand through many different channels, from physical shop windows to social media platforms and digital advertising. We will investigate how fashion retailers can coordinate marketing campaigns across all of these channels to keep all steps of the consumer journey consistent and integrated.

Credits: 20

Compulsory module

On this module you will study different theories for developing an integrated marketing communications plan to promote and communicate with fashion markets. You will develop the research and analysis skills you need to create an appropriate strategy. We will focus on the growing significance of digital marketing and social media activities to create content.

Credits: 20

Compulsory module

This module will prepare you for your future career goals. You will evaluate your skills and produce a professional curriculum vitae (CV) and learn how to prepare for interviews and the application process. You will carry out extensive research into the careers market within your chosen field, at a national and international level, helping you to discover different career paths you could pursue.

Credits: 20

Compulsory module

Creativity and innovation are essential to success in the fast-paced fashion industry. On this module you will discover how to take design innovations from ideas to reality. You will learn how effective communication and decision making can help the design process flow smoothly, allowing a company to deliver innovative new products and services more effectively. Together we will explore ideas about:

  • Design thinking and innovation
  • Design value creation
  • Design management
  • Product and service innovations
  • External and internal influences on the creative process

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.

Our teaching draws on both our research and professional experience. This means your learning is informed by the most current thinking in the subject area. You can find out more about our research and backgrounds by visiting our staff pages.


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.

You could also progress onto a postgraduate degree and take your learning even further.

Postgraduate courses at York St John University

International Fashion Marketing MSc


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


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.

International entry requirements

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.

Business foundation 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.

Mature entry offer scheme

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 may be subject to inflation in future years.

UK 2024 entry

The tuition fee for 2024 entry onto this course is £9,250 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.

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.

Tuition fees

    UK 2024 entry £9,250 per year full time

    International 2024 entry £11,500 per year full time

International 2024 entry

The tuition fee for 2024 entry to this course is £11,500 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.

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 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

Course highlights

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