| Study programme competencies |
| Code | Study programme competences |
| A8 | To be able to design and implement efficient marketing strategies from knowledge of the social environment, with a focus on communication and distribution: messages, media, channels, customer relationships, etc… |
| B1 | That students demonstrate that they acquired and understood knowledge in a study area that originates from general secondary education and that can be found at a level that, though usually supported by advanced textbooks, also includes aspects implying knowledge from the avantgarde of its field of study |
| B2 | That students know how to apply their knowledge to their job or vocation in a professional form, and have the competencies that are usually demonstrated through elaboration and advocacy of arguments and problem resolution within their field of study |
| B3 | That students have the capacity to collect and interpret relevant data (normally within their field of study) in order to issue judgements that include a reflection upon relevant topics in the social, scientific or ethical realm |
| B4 | That students may convey information, ideas, problems and solution to the public, both specialized and not |
| B6 | Capacity for cooperation, team-work and collaborative learning in interdisciplinary settings |
| B7 | Capacity to analyse trends (critical thinking) |
| B8 | Capacity to plan, organize and manage resources and operations |
| B9 | Capacity to analyse, diagnose and take decisions |
| C1 | Adequate oral and written expression in the official languages. |
| C3 | Using ICT in working contexts and lifelong learning. |
| C4 | Acting as a respectful citizen according to democratic cultures and human rights and with a gender perspective. |
| C5 | Understanding the importance of entrepreneurial culture and the useful means for enterprising people. |
| C7 | Developing the ability to work in interdisciplinary or transdisciplinary teams in order to offer proposals that can contribute to a sustainable environmental, economic, political and social development. |
| C8 | Valuing the importance of research, innovation and technological development for the socioeconomic and cultural progress of society. |
| C9 | Ability to manage times and resources: developing plans, prioritizing activities, identifying critical points, establishing goals and accomplishing them. |
| Learning aims | |||
| 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 |
| Contents |
| Topic | Sub-topic |
| Parte 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. Multichannel marketing in fashion industry 1.5. From the multichannel strategy to omnichannel strategy 1.6. Online and offline distribution channels in fashion |
| Parte II. Distribution channel strategies: omnichannel approach in the fashion industry |
2.1. Consumer behavior in fashion industry 2.2. Profitable, responsible and sustainable textile-fashion retail 2.3. Exploring omnichannel retailing in fashion 2.4. Integrating traditional and digital channels: Roadmap to create and implement omnichanel retailing strategy in fashion industry (design, implementarion and evaluation) 2.5. 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 3.4. Mobile Apps 3.5. Beacons 3.6. Movile payment methods 3.7. Social CRM 3.8. Augmented reality and VR 3.9. Gamification |
| Planning | ||||
| 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 | A8 A1 | 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 |
| 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 not 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. |
| Personalized attention |
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| Assessment | |||
| 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 maximum grade will weigh 10% of the final grade. All team members will get the same grade. |
10 |
| Multiple-choice questions | A8 A1 | Knowledge of the theory will be evaluated | 50 |
| Assessment comments | |||
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To pass this subject, students must pass either the final exam and the
The introduction of any technological device in the classroom is banned in the exam. |
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| Sources of information |
| 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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| Recommendations | ||
| Subjects that it is recommended to have taken before | ||
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| Subjects that are recommended to be taken simultaneously |
| Subjects that continue the syllabus |
| Other comments | |