6B001B - The Brand Pivot 01 Sep 2026 - 31 Aug 2032 | Version 1

Associated Module Information

Module Code: 6B001B
Module Title: The Brand Pivot
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Fashion
Module Leader: Sally Phillips
Module Team: Jennifer Whitney, Emma Jones
First Intended Intake: SEP 2026 Final Year of Intake: 2031
Date Closed:
Credit Value: 30 Credit Level: 6
Language: English
Percentage of Module Taught in Welsh: 30
Equivalent Module:
HECOS codes: 100075 - marketing
HECOS Code Weighting: 100

Document Version Information

Version 1
Valid From 01 Sep 2026
Valid To 31 Aug 2032

Module Aims

The main aims of the module are: 

  1. Equip students to critically evaluate and audit a fashion brand’s current positioning, identity, and market performance. 

  1. Enable students to synthesise marketing, campaign, product, collaboration, and digital innovation theories into a coherent, evidence based strategic proposal. 

  1. Provide students with the opportunity to communicate strategic recommendations through professional reports and client style presentations. 

Content Summary

This module challenges students to critically analyse and evaluate the strategic direction of a given fashion brand. Through a structured brand audit and in-depth market analysis, students will assess positioning, identity, market performance, and consumer engagement, before developing a forward-looking proposal that addresses real industry challenges. 

Students have the flexibility to focus their strategic solution on one of several pathways: 

  • Marketing strategies (e.g., repositioning, digital marketing integration) 

  • Campaign strategies (e.g., creative direction, multi-channel execution) 

  • New product directions (e.g., range extensions, sustainable innovation) 

  • Collaborations (e.g., cross-brand partnerships, influencer ecosystems) 

  • Innovative digital solutions (e.g., AR/VR, AI personalization, immersive commerce) 

By the end of the module, students will produce a professional strategic report and pitch, demonstrating their ability to combine analytical rigour with creative, commercially viable solutions. This equips them with the skills to operate as future-ready fashion professionals capable of shaping brand strategy in a rapidly evolving industry. 

Learning and Teaching Methods

Activity Type Hours
Practical classes & Workshops 54
Formative Assessment 2
Guided Study 184
Summative Assessment 60
Total Hours Selected 300

Learning Outcomes

# Learning Outcome
LO1 Critically analyse and evaluate strategic frameworks and industry data.
LO2 Design and professionally communicate an innovative strategic solution.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Student Choice The student makes a choice as to which type of assessment they use depending on their career / educational goals. The criteria are the same whichever type of assessment the student chooses. One mark is awarded 0 9000 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Student Choice ✔ ✔

Reading List

Week 1: 

Core: 

  • Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson. 

  • Aaker, D. A. (2014). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing. 

Suggested: 

  • Business of Fashion & McKinsey. The State of Fashion Report (latest edition). 

  • Vogue Business articles on brand repositioning. 

 

Week 2:  

Core: 

  • Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Pearson. 

  • Mintel Reports on Fashion Consumer Trends. 

Suggested: 

  • Statista: Fashion Market Data. 

  • WGSN Trend Forecasting Reports. 

 

Week 3:  

Core: 

  • Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley. 

  • Posner, H. (2021). Marketing Fashion: Strategy, Branding and Promotion. Laurence King Publishing. 

Suggested: 

  • D&AD Case Studies on Creative Campaigns. 

  • Articles on AR/VR and AI in fashion (Business of Fashion). 

 

Week 4:  

Core: 

  • Grant, J. (2016). The New Marketing Manifesto. Wiley. 

  • Selected academic journal articles on collaborative strategy development. 

Suggested: 

  • Harvard Business Review: How to Give and Receive Feedback. 

 

Week 5:  

Core: 

  • Duarte, N. (2012). HBR Guide to Persuasive Presentations. Harvard Business Review Press. 

  • Examples of professional brand strategy reports (from CIM or BFC resources). 

Suggested: 

  • Canva Pro and Adobe Creative Cloud tutorials for pitch design. 

 

Week 6:  

Core: 

  • Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill. 

  • Reflective practice frameworks (e.g., Gibbs’ Reflective Cycle). 

Suggested: 

  • Articles on integrating theory and practice in fashion marketing (Vogue Business, WGSN). 

 

Additional Resources Across All Weeks 

  • Industry Reports: McKinsey State of Fashion, Mintel, WGSN. 

  • Professional Bodies: Chartered Institute of Marketing, British Fashion Council. 

  • Digital Tools: Google Analytics Academy, Meta Blueprint, TikTok Business Learning Centre.