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Session: 2022/23
Last modified: 21/09/2022 16:11:09
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Title of Module: Marketing Sustainable Luxury |
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Code: LNDN11018 |
SCQF Level: 11
(Scottish Credit and Qualifications Framework) |
Credit Points: 15 |
ECTS: 7.5
(European Credit Transfer Scheme) |
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| School: | School of Business & Creative Industries |
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| Module Co-ordinator: | Polly
Sokolova |
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| Summary of Module |
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This module explores the strategies involved in the marketing of sustainable luxury. Knowledge of the circular economy relevant to the luxury sector will be developed including implications for the development, production, distribution and consumption of luxury product. Students will become adept at building target consumer profiles and will consider a range of complex areas impacting upon the sustainability strategy of luxury brands including, supply chain, retail strategy, service design, omni-channel marketing and communications.
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| Module Delivery Method |
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| Face-To-Face | Blended | Fully Online | HybridC | HybridO | Work-based Learning |
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Face-To-Face
Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.
Blended
A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations
Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.
HybridC
Online with mandatory face-to-face learning on Campus
HybridO
Online with optional face-to-face learning on Campus
Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.
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| Term(s) for Module Delivery |
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(Provided viable student numbers permit).
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| Term 1 | | Term 2 | | Term 3 | |
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| Learning Outcomes: (maximum of 5 statements) |
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On successful completion of this module the student will be able to:
L1.
Identify sustainable luxury customers and their needs in order to build target customer profiles
L2.
Critically analyse sustainable and circular business models in the luxury sector and their implications for the production, distribution and consumption of sustainable luxury product
L3.
Critique the development of retail strategy including experiential servicescapes in the omnichannel selling environments of sustainable luxury brands
L4.
Understand the role and importance of marketing communications in engaging consumers in the brand values associated with sustainable luxury product |
| Employability Skills and Personal Development Planning (PDP) Skills |
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| SCQF Headings |
During completion of this module, there will be an opportunity to achieve
core skills in:
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| Knowledge and Understanding (K and U) |
SCQF Level 11.
Demonstrate a critical understanding of a range of specialised theories, concepts and principles concerning the marketing of sustainable luxury
Demonstrate extensive, detailed and critical knowledge and understanding of the strategies involved in the marketing of sustainable luxury
Demonstrate a critical awareness of current issues with regards to the adoption of circular and sustainable business models in the luxury sector |
| Practice: Applied Knowledge and Understanding |
SCQF Level 11.
Carry out field work to assess the needs of the sustainable luxury consumer.
Build and develop credible target consumer profiles
Observe, assess and critique the retail strategy, servicescapes and omnichannel selling environments of sustainable luxury brands |
| Generic Cognitive skills |
SCQF Level 11.
Develop original and creative responses to problems and issues.
Critically review, consolidate and extend knowledge, skills, practices and thinking with regards to the sustainable luxury market
Assess complex issues and make informed judgements in the absence of complete or consistent data/information. |
| Communication, ICT and Numeracy Skills |
SCQF Level 11.
Communicate with peers effectively and professionally
Use a wide range of audit techniques to explore current developments in the online and offline spaces of sustainable luxury brands |
| Autonomy, Accountability and Working with others |
SCQF Level 11.
Exercise substantial autonomy and initiative in professional and equivalent activities.
Take responsibility for own work and/or significant responsibility for the work of others.
Practice in ways which draw on critical reflection on own and others’ roles and responsibilities. |
| Pre-requisites: |
Before undertaking this module the student should have
undertaken the following:
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Module Code:
| Module Title:
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| Other: | |
| Co-requisites | Module Code:
| Module Title:
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* Indicates that module descriptor is not published.
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| Learning and Teaching |
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| This module has a practical focus and will be delivered via a series of online lectures and face to face interactive and collaborative workshops. The workshops will be developed to encourage students to research, question, debate, plan and evaluate the effective marketing of sustainable luxury. They will be encouraged to explore the luxury retail environment in nearby areas and to discuss new observations, innovations and developments with regards to the marketing of sustainable luxury throughout workshop discussions. Workshops will be classroom based but will benefit from being student-led with regards to use of continual ethnographic fieldwork. |
Learning Activities
During completion of this module, the learning activities undertaken to
achieve the module learning outcomes are stated below:
| Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities) |
| Laboratory/Practical Demonstration/Workshop | 20 |
| Asynchronous Class Activity | 20 |
| Independent Study | 110 |
| 150
Hours Total
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**Indicative Resources: (eg. Core text, journals, internet
access)
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The following materials form essential underpinning for the module content
and ultimately for the learning outcomes:
Kapferer, J.N. and Bastien, V. (2012) The Luxury Strategy, Break the Rules of Marketing to Build Luxury Brands, 2nd edition, Kogan Page, London
Romaniuk, J. and Sharp, B. (2015) How brands grow part 2, Including emerging markets, services and durables, new brands and luxury brands
Additional resources will be indicated through the Virtual Learning Environment
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(**N.B. Although reading lists should include current publications,
students are advised (particularly for material marked with an asterisk*) to
wait until the start of session for confirmation of the most up-to-date
material)
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| Engagement Requirements |
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In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure
Where a module has Professional, Statutory or Regulatory Body requirements these will be listed here:
Students are academically engaged if they are regularly engaged with timetabled on-campus and online teaching sessions, asynchronous online learning activities, course-related learning resources, and complete assessments and submit these on time. Please refer to the Academic Engagement and Attendance Procedure at the following link: Academic Engagement and Attendance Procedure |
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Supplemental Information
| Programme Board | Marketing, Innovation, Tourism & Events |
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| Assessment Results (Pass/Fail) |
No
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| Subject Panel | MITE |
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| Moderator | TBC |
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| External Examiner | TBC |
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| Accreditation Details | |
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| Version Number | 1 |
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| Assessment: (also refer to Assessment Outcomes Grids below) |
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| Fieldwork (development of target customer profiles) worth 40% of overall module mark |
| Portfolio of practical work worth 60% of the overall module mark |
(N.B. (i) Assessment Outcomes Grids for the module
(one for each component) can be found below which clearly demonstrate how the learning outcomes of the module
will be assessed.
(ii) An indicative schedule listing approximate times
within the academic calendar when assessment is likely to feature will be
provided within the Student Handbook.)
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Assessment Outcome Grids (Footnote A.)
Footnotes
A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above
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Note(s):
- More than one assessment method can be used to assess individual learning outcomes.
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Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.
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| Equality and Diversity |
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The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.
UWS Equality and Diversity Policy
UWS Equality and Diversity Policy |
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(N.B. Every effort
will be made by the University to accommodate any equality and diversity issues
brought to the attention of the School)
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