GCU London MSc Fashion and Lifestyle Marketing Definitive Programme Document January 2018 TABLE OF CONTENTS SECTION CONTENT PAGE List of Tables 3 1 GENERAL PROGRAMME INFORMATION 4 2 PROGRAMME RATIONALE AND DEMAND 5 2.1 Rationale 5 2.2 Student Demand 8 2.3 External Demand 9 2.4 Benchmarking 10 3 RESOURCES 12 4 RESEARCH AND STAFF DEVELOPMENT 14 4.1 Research 14 4.2 Staff Development 16 5 STRATEGY FOR LEARNING 17 5.1 Introduction 18 5.2 Learning and Teaching Approaches 18 5.3 Enhancement Themes 19 5.4 Programme Accessibility and Inclusiveness 20 5.5 Internationalisation 21 5.6 Management of Work Based/Practice Learning 21 5.7 Engagement with External Stakeholders 22 5.8 Supporting and Developing Students 22 5.8.1 Student Induction and Transition 22 5.8.2 Academic Support 23 5.8.3 Student Performance Feedback 23 5.8.4 Student Engagement 25 5.8.5 Career Development and Employability 25 5.9 Assessment Strategy and Loading 26 5.10 Programme-specific Assessment Regulations 29 5.11 Procedures for Project and Dissertation Supervision 29 APPENDICES 1 PROGRAMME SPECIFICATION (AND CURRICULUM MAP) 2 MODULE DESCRIPTORS 3 ACADEMIC STAFF CURRICULUM VITAE 4 STRATEGY FOR LEARNING CURRICULUM DESIGN TEMPLATE 5 COMMON GOOD ATTRIBUTES TEMPLATE 2 List of Tables Table 1 Key programme information 5 Table 2 MSc International Fashion Marketing Recruitment 2012/3-2016/17 6 Table 3 Local London Competition in Postgraduate Education in Fashion 6 Marketing Table 4 Jobs Secured by Recent GCU London Fashion Alumni 10 Table 5 Programme Structure 11 Table 6 Proposed Mapping Modules Across Programmes 14 Table 7 Internationalisation Initiatives: Examples 21 Table 8 Examples of Continuous and formative Feedback 24 Table 9 Activities Beyond the Classroom 26 Table 10 Assessment Strategy and Loading 27 3 1. GENERAL PROGRAMME INFORMATION GCU London was established in 2010 as a satellite campus of GCU. In 2015, it became a School. It has the accolade of being the first Scottish University to open in London. Since its inception it has developed a strong reputation with its links with industry. Evidence of this being the launch of the British School of Fashion (BSoF) in 2013 and its ability to successfully attract the attention of numerous businesses who have generously awarded scholarships, these being, AllSaints, House of Fraser, Marks and Spencer and Margaret Howell. Programmes offered at the Campus have attracted students from both the UK and overseas. In addition, GCU London has invited respected and inspirational industry figures to share their expertise with students. In all, since its inception, programmes have been developed with a view to meeting the expectations of international businesses to ensure students are equipped with the skills needed to thrive in the global marketplace. It is estimated that approximately 60 nationalities are represented at GCU London. In pursing the above and fulfilling GCU’s mission as the University for the Common Good that transforms lives, enriches cities and communities, innovates for social and economic impact and engages globally, GCU London aims to develop postgraduate programmes that are: • Coherent, cohesive and effective; • Furnish students with opportunities to engage in strategically aligned work based learning; • Underpinned by impactful research; • Supported by an international curriculum and; • Effective in raising the profile of both GCU and GCU London Cognisant with the above aim, and leveraging the expertise and reputation of The British School of Fashion, a new programme is proposed, MSc Fashion and Lifestyle Marketing. The new programme will be part of the suite of Masters level programmes already being delivered at GCU London. These programmes have served to contribute to GCU London’s reputation and the University’s commitment to being at the forefront of innovative post- graduate education. They include: MSc Fashion Business Creation, MSc Luxury Brand Marketing, MSc Global Marketing, MSc International Management and Business Development and MBA Luxury Brand Management. The following report outlines the rationale for the new programme. Consultation has taken place with GCU London School Board, the Director of the British School of Fashion, staff, including the Careers Consultant, and existing students at GCU London, wherein the proposal has been approved by the University’s Academic Policy and Practice Committee. Externally, guidance was sought from the Retail Trust, BSoF Honorary Professors and other industry contacts with executive roles at Marks and Spencer, Debenhams, Top Shop, Burtons, Dorothy Perkins, White Company, Margaret Howell, Needle and Thread, Folk, ASOS, and Miss Selfridge in regard to demand for the programme. Finally, international agencies via the Marketing, Recruitment and Communications at GCU London were also consulted. In addition, a scan of competing related MSc programmes in London and elsewhere has been undertaken and a survey of graduates of GCU London fashion programmes has also been undertaken. Key information about the programme is offered in Table 1. 4 Table 1: Key programme information 1. GENERAL INFORMATION 1. Programme Title: Fashion and Lifestyle Marketing 2. Final Award: MSc Fashion and Lifestyle Marketing 3. Exit Awards: Post Graduate Certificate in Fashion and Lifestyle Marketing Post Graduate Diploma in Fashion and Lifestyle Marketing 4. Awarding Body: Glasgow Caledonian University 5. Approval Date: December 2017 6. School: GCU London 7. Host Division/Dept: Not applicable 8. UCAS Code: Not applicable 9. PSB Involvement: Not applicable 10 Place of Delivery: London 11 Subject Benchmark Statement: QAA Masters Degree in Business and Management Benchmark Statement 12 Dates of PSP preparation/revision: December 2017 The programme is compliant with UKVI regulations for Tier 4 students. It is anticipated that the demand for part time study will come from the UK domestic and London local market as part time study is not available to students studying under Tier 4 and whilst part time study is available to students under other elements of the Points Based System, for example Tier 2 and Tier 5, it is very difficult to predict how many applications will be received in these cases. 2. PROGRAMME RATIONALE AND DEMAND 2.1 Rationale The rationale for this programme development is based upon two important dimensions. The first is positioned as a proactive and decisive response to intense market competition that has adversely affected GCU’s current provision and position in the London market. The second dimension is to view this development as an innovative and market-leading response to significant changes in market structure and professional practice that has been informed and shaped by the latest academic thinking with respect to the marketing of fashion and lifestyle products and services. Further background to each of these dimensions is delineated below. Intense Local Market Competition and Erosion of GCU Differentiation The MSc in International Fashion Marketing (IFM), which this new programme is to replace, was one of the first programmes to be launched at GCU London in October 2010. Over the past seven years, the programme has been the most significant and successful in terms of student recruitment, student progression and completion, as well as the number of students supported through scholarship funding provided by the UK’s leading fashion companies. The programme has attracted applicants from a diverse range of under-graduate discipline areas and has enjoyed a strong global reach, attracting students from across Europe, Asia and 5 Americas. Furthermore, graduates from the programme have secured marketing positions with many leading fashion businesses, both in the UK and further afield and many have progressed rapidly to secure senior management positions within the sector (see p.10). With two intakes each year, the programme initially experienced a high number of student applications. However, as indicated in Table 2, numbers have fallen over the past five years: Table 2 MSc International Fashion Marketing Recruitment 2012/3-2017/18 2017/18 2016/17 2015/16 2014/15 2013/14 12/13 Target enrolment 30 30 30 20 20 20 Trimester Start Sept Jan Sept Jan Sept Jan Sept Jan Sept Jan Sept Jan No. of formal 103 144 49 147 30 185 26 179 31 176 42 type applicants No. of students 18 28 12 29 6 45 13 36 18 44 12 actually enrolled in current 1st year Total 40 Total 35 Total 58 Total 54 Total 56 intake The Programme Development Team does not believe that the decline in student numbers is a symptom of any inherent failure with respect to the academic rigour or management of the programme. A range of important strengths with respect to the existing International Fashion Marketing programme can be identified and these include a strong improvement on student progression in recent years1; positive External Examiner reports; varied assessment experiences e.g. live projects, simulations, portfolio work; emulation of industry practices e.g. access to industry databases for learning; strong industry links and adoption of blended learning practices. Furthermore, the extensive scholarship support for the programme provided by leading industry partners, such as All Saints, Marks and Spencer, House of Fraser / Don McCarthy Foundation, serve as a testament to the reputation that the programme enjoys within the fashion business sector. However, while the programme has demonstrable strengths, two significant factors have contributed to a decline in demand and student registrations for the programme at GCU London.