Proposal of a Brand Narrative 

2 - Oral assessment and presentation - 40

Brand Narrative Analysis

1 - Report - 60

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Indicative topics may include:  
<ul><li>Principles of successful digital storytelling in the fashion marketing context, including form and style </li></ul>
<ul><li>Staying on brand through research and planning </li></ul>
<ul><li>Choosing the most appropriate media and communications tools, channels, formats and platforms for the story </li></ul>
<ul><li>Brand identity and rebranding </li></ul>
<ul><li>Brand storytelling </li></ul>
<ul><li>Ethical cross-cultural storytelling </li></ul>
<ul><li>Transmedia storytelling </li></ul>
<ul><li>Narrative traditions in different segments of the fashion industry  </li></ul>
<ul><li>Managing roles and relationships between marketers and creative teams </li></ul>

Feedback is provided in a number of ways throughout your module. This includes feedback you receive during teaching from both peers and lecturers and that provided for formative assessment. Following an assessment, you will be given your marks and feedback in line with the assessment regulations and policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. <a href='https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations'>https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations</a>

This module will support the development of all the graduate attributes. Your module leader will provide you with information about how your learning, teaching and assessment activities support your development of these attributes. The graduate attributes are: - Always learning - Engaged in the world - Technical and digital - Connected Professional - Creating Impact

Self-directed - 

In-Person - 

Narrative and Persuasion in Fashion Advertising

Journal of Consumer Research

Multimedia Storytelling for Digital Communicators in a Multiplatform World

Fashion Heritage: Narrative and Knowledge Creation

‘Brand Public’,

 Journal of Consumer Research 

Fashion’s Transnational Inequalities: Socio-Political, Economic, and Environmental.

Digital Storytelling: Form and Content

Fashion as Cultural Translation: Signs, Images, Narratives

Storytelling in the Digital Age

The New Digital Storytelling: Creating Narratives with New Media

 The Geographies of Fashion: Consumption, Space and Value

MCM043 - Fashion Brand Storytelling

MCM043-PRD2-PER-ALV1

You will learn via lectures, tutor-led seminars, student presentations and group discussion during seminars. Lectures and seminars are based around the discussion of key issues, practice in applying and evaluating concepts and perspectives, orally and in writing, analysis and interpretation of material and feedback on work produced.  
Key learning and teaching resources will be put on the module website on Moodle. There may be other blended/online activities such as formative activities on which you will be provided feedback that are meant to check and strengthen understanding. The formative activities can be any of, but not limited to, weekly reflective diary entries, applicative exercises, visual ideation maps, summarising secondary sources etc. 
Self-directed learning hours are for independent study and account for the amount of time you should spend studying independently.  For example, carrying out research, practicing and reflecting on techniques learned in class, reading widely from the module bibliography but also around the subject to develop a deeper understanding, carrying out activities using Moodle, preparing your class participation, collecting and organising source material for your coursework, attending induction and career development workshops, working in groups to complete assignments and/or presentations, and completing individual assignments and other homework and planning and composing assessment work. 
You are strongly encouraged to make use of staff members’ office hours, which provide support for your teaching and learning.

Fashion Brand Storytelling

Manage the competing imperatives (e.g. costs, proper digital communication channels needed to reach target audience) that professionals need to account for in planning brand storytelling campaigns 

Skills

Plan and compose creative and brand-appropriate narratives  

Knowledge

Respect your peers and value their work and time 

Values and attitudes

Synthesise theories of fashion branding and storytelling with creative design outcomes  

Synthesise the principles of effective digital storytelling used in the service of promoting fashion brands  

Develop a critical perspective on the most appropriate digital media and communication forms, styles, tools and channels to support branded fashion storytelling  

Uphold academic integrity in all aspects of your work, including implementing Harvard referencing and avoiding improper use of AI 

Create compelling and appropriate brand storytelling in styles and modes appropriate to specific media formats and brand publics 

Exhibit respect and tolerance for other people on the module and consider the ethical, multicultural and political implications of fashion marketing and storytelling across contexts and audiences 