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FM001 Fashion Communication

6 credit points

Course Code FM001

Subject Outline

FM001 Fashion Communication


Sophie Blue

Program Director

Nick Comino


Introduction to Fashion Marketing

Contact hours/week


Credit points



1 term

Self Study hours/week




Subject Description

This module examines the processes of public relations as a management function of marketing. Attention is directed to the specific requirements of interacting with a diversity of people, and within the context of the fashion industry. Students work with public opinion, research data on industry-derived projects and cases, plan and write proposals for publicity and public relations programs.



The subject content focuses on public relations and publicity.  This is instrumental in assessing a successful fashion image development and communication business practices.

  • Theory – Grunig’s (1984) four models of communications.

  • Factors that influence public attitudes.

  • The media and bad press relations – possible solutions.

  • Public relations and copyright.

  • Research on industry practices and appropriate theme ideas in collaboration with image.

  • Marketing objectives – planning.

  • The budget process.

  • The timing of a marketing campaign.

  • Feedback and assessment.

  • Public relations and sponsorship.

  • Crisis and issues management.

  • Writing media releases and press kits.


Learning outcomes or Competencies

  1. Recognize diversity in different cultural backgrounds.

  2. Identify factors influencing company image and public attitudes.

  3. Plan a public relations promotion.

  4. Formulate a promotion budget.

  5. Measure promotion campaign effectiveness.     

  6. Understand the strategy and planning process of a successful PR campaign.


Assessment Table



Weighting %

Week Due

Learning Outcome

1. Research report on existing PR campaign



Week 5

1, 2, 5, 6

2. Fashion Show Promotion

Report and presentation


Week 7

3, 4, 5, 6

3. Fashion Show Media Plan

Media Plan


Week 8

1, 2, 3, 4, 5, 6


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