First opportunity

To pass this subject,
students must pass either the final exam and the final assignment with a minimum
of 2,5 out of 5 for each of the part mentioned. A minimum of 5 point will be
required for the students to pass the subject. In case of failing one of the
two parts, the failed grade (scored by using a scale of 0-10 points) will be
set in the "actas".

Second opportunity

The first opportunity evaluation
criteria will apply to both the first and the second opportunity. It also
includes Erasmus and other exchange students.

Anticipated call

Assessment conditions for the anticipated opportunity (Art. 19 of the
"Normas de Avaliación, Revisión e Reclamacións das Cualificacións dos
Estudos de Grao e Mestrado Universitario") will be specific for that
opportunity. It will be assessed through a multiple-choice questions type of
exam that will be worth 100% of the final grade.

Grade of “no presentado”

It corresponds to students who only participate in assessment activities
that are worth under 20% of the final grade, regardless of their grade.

Students who
are acknowledged with part time registration "dispensa académica de
exención de asistencia”

Students with
"dispensa académica de exención de asistencia" must do the oral
presentation (10%), the written work (40%) and the exam (50%). To pass the
subject, a minimum of 2,5 points out of 5 must be achieved in the final exam,
as well as in the practical part (oral presentation and written work) a minimum
of 2,5 points out of 5. The minimum to pass the subject is 5 points.

Other comments

The
introduction of any technological device in the classroom is forbidden when
evaluations take place. Fraud or cheating in any of the exams or assignments
will get a grade of 0.

Learning outcomes	Study programme competences
Appreciating the importances of marketing channel management to a firm’s success	A8	B4 B6 B7 B8 B9	C1 C3 C4 C7 C8 C9
Identifying differences between omni-channel strategies and multichannel strategies	A8	B1 B7 B9	C3 C5 C8
Identifiying and describing drivers and trends shaping the move to onmichannel strategies in fashion market	A8	B6 B7	C3 C5 C8
Designing onmichanel retailing strategies for fashion industry	A8	B2 B3 B4 B6 B7 B8 B9	C3 C8 C9

Topic	Sub-topic
Part I. Distribution channels in the fashion industry	1.1. Introduction to the distribution in fashion industry 1.2. Singlechannel marketing in fashion 1.3. From the singlechannel to multichannel in fashion industry 1.4. From the multichannel strategy to omnichannel strategy 1.5. Online and offline distribution channels in fashion: format retailers
Part II. Distribution channel strategies: omnichannel approach in the fashion industry	2.1. Consumer behavior in fashion industry and buyer persona profile 2.2. Exploring omnichannel retailing in fashion strategies 2.3. Integrating traditional and digital channels: Roadmap to create and implement omnichanel retailing strategy in fashion industry (Customer journey map) 2.4. The new rol of the physical shop in a offline context.
Part III. Tactical onmichannel applications in the fashion industry	3.1. Platforms and marketplace in fashion 3.2. Shooping experience digitalization in fashion industry 3.3. Technology for the intelligent store in fashion industry

Methodologies / tests	Competencies	Ordinary class hours	Student’s personal work hours	Total hours
Case study	A2 A7 B7 B10 C2	1	19	20
Oral presentation	A8 B1 B2 B3 B4 B6 B8 C1 C3 C4 C7 C8 C9	2	8	10
Guest lecture / keynote speech	A1 A2 B2 B10 C2 C5	21	20	41
Multiple-choice questions	A1 A8	1	29	30
Workshop	A5 B9 C3 C5 C7 C8	20	25	45

Personalized attention		4	0	4

(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies	Description
Case study	Study of real examples of omnichannel strategies in fashion firms
Oral presentation	Students will carry out final work in groups. They must present a written work as well as an oral presentation at the end of the course. The oral defense of this task will be done the last week of the course and it will be evaluated.
Guest lecture / keynote speech	The theory of the subject will be presented in class with the aid of visual and audiovisual support.
Multiple-choice questions	Multiple choice multiple choice test in which only one option is correct. Incorrect answers will penalize.
Workshop	Students will receive instructions from the teacher to guide the practical work. They should prepare a final work in groups that will be developed both in the classroom (interactive session) and outside the classroom (autonomous work) and whose evidence will be the presentation of a written work and its oral defense at the end of the course.

Methodologies	Competencies	Description	Qualification
Workshop	A5 B9 C3 C5 C7 C8	Students must present a final work that will be made in groups. This work will take place both in interactive sessions and outside of the class (autonomous work). The written work will be presented at the end of the course. It must respect the evaluation criteria socialized in class. The written work represents 40% of the final grade. All group members will get the same marks. In order to pass the practical assignment, students must get at least 2.5 points out of 5 as a result of the sum of the written work (40%) and its oral presentation (10%).	40
Oral presentation	A8 B1 B2 B3 B4 B6 B8 C1 C3 C4 C7 C8 C9	All the members of the group must present the final task orally. In the oral part, students must adequately defend the key points of the task and demonstrate knowledge in the topic, thus properly answer the questions posed by the teacher, if any. The evaluation of the content will be the same for all members but the oral part will be assesed individually. Also, attendance and participation will be assesed up to a maximum of 0,5 points. The maximum grade will weigh 10% of the final grade.	10
Multiple-choice questions	A1 A8	Individual multiple choice test with only one correct answer. Incorrect answers will penalize. All materials and content taught and discussed in the classroom, either online or in offline, may be part of the exam questions. The exam, of an individual nature, must be prepared by using all the materials available on the virtual platform, that is, not only make use of the documents shared in class, but also the readings, audiovisual materials and notes the student take in the classroom. To pass the exam it must be obtained a grade equal or superior to 2,5 points out ot 5.	50

Assessment comments
First opportunity To pass this subject, students must pass either the final exam and the final assignment with a minimum of 2,5 out of 5 for each of the part mentioned. A minimum of 5 point will be required for the students to pass the subject. In case of failing one of the two parts, the failed grade (scored by using a scale of 0-10 points) will be set in the "actas". Second opportunity The first opportunity evaluation criteria will apply to both the first and the second opportunity. It also includes Erasmus and other exchange students. Anticipated call Assessment conditions for the anticipated opportunity (Art. 19 of the "Normas de Avaliación, Revisión e Reclamacións das Cualificacións dos Estudos de Grao e Mestrado Universitario") will be specific for that opportunity. It will be assessed through a multiple-choice questions type of exam that will be worth 100% of the final grade. Grade of “no presentado” It corresponds to students who only participate in assessment activities that are worth under 20% of the final grade, regardless of their grade. Students who are acknowledged with part time registration "dispensa académica de exención de asistencia” Students with "dispensa académica de exención de asistencia" must do the oral presentation (10%), the written work (40%) and the exam (50%). To pass the subject, a minimum of 2,5 points out of 5 must be achieved in the final exam, as well as in the practical part (oral presentation and written work) a minimum of 2,5 points out of 5. The minimum to pass the subject is 5 points. Other comments The introduction of any technological device in the classroom is forbidden when evaluations take place. Fraud or cheating in any of the exams or assignments will get a grade of 0.

Basic	Cabigiosu, A. (2020). Digitalization in the luxury fashion industry. Springer Piotrowicz, W., Cuthbertson, R. (2019). Exploring omnichannel retailing . Oxford: Springer Ozuem, W., Pattern,E., Azemi, Y. (2020). Harnessing omnichannel marketing strategies for fashion and luxury brands. Boca Ratón: Brown Walker Press/Universal Publishers Ozuem, W., Pattern,E., Azemi, Y. (2020). Harnessing omnichannel marketing strategies for fashion and luxury brands. Boca Ratón: Brown Walker Press/Universal Publishers Diserhan, T. (2020). Managing customer experiences in an omnichannel world. Business science reference Palmatier, W., Sivadas, E., Stern, L.W. (2020). Marketing channel strategy: an onmichannel approach. New York: Routledge Ramadan, S. (2017). Omnichannel marketing . CreateSpace Independent Publishing Platform

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