Marketing, Promotion & Management

Transcription

1 Marketing, Promotion & Management

2 Adriana Facsko Management & Marketing Miruna Manole Management & Marketing 1

3 Foreword UCA has been listed as the number one Specialist University for the Creative Industries in the UK (The Complete University Guide 2018) and 6th in the UK for fashion and textiles (Guardian University Guide 2018). We have received global recognition for our fashion courses, sitting within the top 30 of the Business of Fashion Global School Rankings While with us you ll be producing exciting, innovative work live briefs such as launching a new product, styling and re-branding. You ll explore your specialism in great depth and graduate with a range of useful skills, including business acumen, Adobe design proficiency, mathematics, organisation, communication, presenting, time management and prioritisation, as well as subject-specific knowledge. You ll also keep an eye on digital media to stay up-to-date with changing technologies. We ll equip you with a thorough awareness of the processes, techniques and key principles of your chosen subject and our teaching staff have excellent knowledge of their areas. You ll be able to learn from wonderful people a number of our teaching staff have worked for brands such as Burberry, Topshop, Love Magazine, Harvey Nichols, ASOS and Paul Smith, as well as advertising giants in the industry. Our graduates are able to hit the ground running as production managers, art directors, copywriters, creative directors, trend forecasters, stylists, fashion buyers, fashion merchandisers, public relations consultants, journalists, and retail and brand marketers. We create a unique, diverse experience and offer you the expertise to support your future employment in industry. We ve seen alumni work at destinations such as River Island, House of Fraser, ELLE magazine, British Fashion Council, Selfridges, Harrods and many others. Thomass Atkinson Head of School, Fashion Lauren Barrett Media & Promotion 2 UCA Rochester 3

4 Find the right course for you We offer a wide variety of marketing, promotion & management courses. BA (Hons) Advertising UCA Farnham Buying Retail Management UCA Rochester Taught by highly experienced practitioners with connections to the highest levels of the industry, our Advertising course offers you a unique opportunity to blend academic excellence with professional experience. Supported by some of the world s bestknown creative directors including Rory Sutherland, Vice Chairman of Ogilvy UK our course continues to develop a mentoring scheme, giving you the chance to enter advertising better prepared than other graduates. By the end of the course, you ll have built your own unique book of holistic ad campaigns, showcasing high levels of creativity in art direction and copywriting, as well as digital media. With our comprehensive curriculum, you ll learn how to tackle challenging briefs both creatively and strategically, whilst developing a deep understanding of theory and its application in practice. Retail is a highly dynamic and fast-moving industry. Graduates who are passionate about fashion and also have a strong business acumen, specialist management expertise and a creative approach to retail are in high demand. Our Fashion Buying Retail Management degree stands out for its creative and entrepreneurial approach to fashion management issues. Encompassing an extensive range of fashion retailing areas, including marketing and PR, finance, HR, sourcing and supply chains, buying and merchandising, and operations management, this course enables you to cultivate the expertise to thrive as a fashion retail manager or buyer. Louise Quirit Promotion & Imaging 4 5

5 Management & Marketing Media & Promotion (3 and 4 year routes available) UCA Rochester Promotion & Imaging BA (Hons) Music Marketing & Promotion The fashion industry is dynamic, highly competitive and important to the growth and development of the global economy, so it needs graduates who can respond creatively and effectively to its constantly evolving challenges and opportunities. This innovative, award-winning course has strong industry links and moves in tandem with a fast-paced fashion world, providing you with up-to-date knowledge, excellent transferable skills, and a high employability rate. Promoting creative thinking within a commercial context, the course focuses on the realities of the fashion industry, placing emphasis on business acumen and strategic planning. Right from the start, you ll develop your skills in fashion buying, merchandising, fashion forecasting, management strategies, PR and marketing, and fashion branding and international business. The course enables students to develop industry-standard communication skills through report writing, graphic presentation and professional pitches, entering the global fashion world from a creative business perspective.our graduates are highly employable and possess the essential skills relevant to the fashion management industry. Past UCA graduates have progressed into careers with brands such as The Future Laboratory, Topshop, Ralph Lauren, Harrods, and Net a Porter. Our Fashion Media & Promotion course is part of UCA s School of Fashion, which is one of the largest in the UK. The course produces innovative communicators for the fashion and creative industries. Our reputation has been established since 2001, and has enabled us to build an alumni network that benefits our current students. The Fashion Media & Promotion course curriculum supports you in understanding how the fashion industry works and how you can be a part of, and contribute to, its constantly changing nature, developing specialist skills for a wide range of career paths. Throughout the course, you re encouraged to find and develop your own voice as an imaginative storyteller. You ll devise exciting, promotional campaigns by creating visual imagery in fashion styling and photography, as well as through creative written content, which are the means to promoting brands, articulating ideas and changing perceptions. We welcome dynamic, bold thinkers committed to understanding the fastpaced, ever-changing fashion industry. Our Fashion Promotion & Imaging course fuses the essential, practical and experiential skills to develop your ambitions and launch your creative career. The syllabus reflects this vibrant sector through a selection of pathway choices, allowing the course to be tailored around your personal strengths and interests. It covers subject areas such as photography and styling, set building, film making, branding and creative marketing. You ll learn about the practice of fashion promotion and image creation in a wider cultural context. All skills that we teach on the course are transferable and directly align to different areas of the industry. As one of its most significant cultural exports, the UK s music industry is worldrenowned not only for its quality and diversity, but also for the way it disseminates itself through the media. Behind every chart download, gig or movie theme lies a successful music promoter or marketing manager, working for artists, labels and audiences. With access to dedicated studios and computer labs, and guided by a highly experienced team, you ll learn the transferable skills needed in music marketing and promotion exploring the history of promotion and marketing in the context of the music industry, and creating innovative digital campaigns that embrace the latest techniques used in radio, press, television, online and digital distribution. 6 7

6 8 Kristy Morris Management & Marketing 9

7 We create Princess Strachan Management & Marketing careers The music and fashion industries employ 667,000 people, generating 70billion in revenue annually for the UK economy, and are growing at an annual rate of 5%. There s never been a better time to study Marketing Promotion and Management in one of these thriving sectors. With the skills you ll learn on our degree courses, you ll be able to select professions within marketing and specialise in areas that interest you such as writing, people management or digital media. You could go on to work as a brand copywriter, an agency account manager, a social media coordinator, a visual merchandiser, a fashion editor or a music concert promoter to name but a few. With UCA s industry connections, our marketing degree students have had the opportunity to work with iconic music labels such as Sony, Universal and WMG, news magazines including NME and Dazed & Confused, as well as fashion companies from Elite Model Management, River Island, Hugo Boss, Tommy Hilfiger and ASOS. UCA is the number one specialist creative university (Complete University Guide 2018 and The Guardian University Guide 2018), and we have a proud tradition of supporting students and equipping them with everything they need to thrive in the workplace. 94.6% of our students find employment or go on to further study within the first six months after graduating. Recent graduates have gone on to take exciting positions at Urban Outfitters, House of Fraser, Chanel, GQ, L Oreal, Harrods, Topshop/Topman and many more well-known brands. Whether you re interested in working on a music tour, promoting a new fashion brand or discovering the world of PR, you ll be able to pursue a rewarding career where there may be opportunities to travel internationally and explore new cultures. Our students work on live briefs for real companies. This gives them an incredible opportunity to build a wealth of experience while they study, giving them a valuable insight into the industry 10 before they graduate. 11

8 What is a portfolio? A portfolio is a collection of your work that demonstrates a range of skills and creative talent. It s your opportunity to showcase your individuality, creativity, inspirations and artistic abilities, and is a useful way for us to evaluate your suitability for the course you ve applied to. It might contain design work, drawings/art projects, photographs, films, sound work, music composition, or examples of creative writing or essays. Think of your portfolio as a statement about your work it should exhibit your creative journey, thought processes and influences. Don t be afraid to be bold and appeal to the viewer, keeping their attention and leaving them feeling excited about your creative potential. What should my portfolio include? Your portfolio should feature examples of your research and show the development of your ideas and projects this should be highly presentable and well organised. It may be useful to arrange your work into themes, styles or chronological order. This will demonstrate good organisational skills and your own artistic awareness. Documenting the development of your ideas in a sketchbook is a great way to show us how you approached the task of creating your work, allowing us to gain insight into your creative thought processes and approach to your subject, and demonstrating a clear rationale. Make sure your portfolio is well presented. Remember, our tutors will only have a short amount of time to look through each portfolio, so you need to organise your work intelligently. Generally, we would recommend that you include between 10 and 25 pieces of work in your portfolio, neatly mounted on white or off-white paper in either landscape or portrait format (not a mixture of both). Put some of your most attention-grabbing and interesting work at the front and lead the viewer through your journey by exhibiting pieces of work that showcase a variety of skills, materials, techniques and influences this might include paintings, drawings, photography, digital pieces, storyboards, animation images or written work. If you include moving image work, we would recommend a maximum of two minutes running time. Highlight your favourite pieces too, and indicate what or who inspires you. Find out more The course pages at uca.ac.uk provide It should exhibit your creative journey, clear guidance on what we d like to see in thinking processes and individual your portfolio for each of our courses. personality, so we can assess your We ve also put together a set of videos potential. It s also important to show both talking you through the process: your inspirations and aspirations, as your Portfolio portfolio should say a lot about you and uca.ac.uk/study/portfolio-advice your creative identity, as well as the course you re applying to. advice Alex Neal Promotion & Imaging 12 13

9 Graduate Profile Henrietta Adams Media & Promotion UCA Rochester, 2017 Henrietta exhibited her work at Graduate Fashion Week, where she was nominated for an award, and at the Rochester Graduation Show, we spoke to her at the private view on the 9th June Tell us a bit about your work. My final project is based on how there is a lack of representation of people with disabilities in the fashion industry. The project came about based on research I had done and also my personal experiences. I used to be disabled, I was wheelchairbound. My disability came from a disease; I had Lupus, which meant that I would go in and out of comas regularly but one day, I woke up but couldn t walk. I had to re-learn the process of walking and it was really difficult. But whilst I was in the wheelchair, what I realised most was the looks that I got from the general public. It made me feel very uncomfortable and I felt detached from people, which made me very antisocial. My dislike of socialising inspired the project. weren t part of society, and that they found it very difficult to get work in the industry. This influenced my project and I started to look what the fashion industry can do to change the perceptions, and beginning with casting. Application forms state We accept anyone regardless of race, age, gender, sexuality, etc., however when you go in for the casting they re actually looking for someone who is ideally 5ft11, Caucasian, blonde, blue eyes, super skinny, with no imperfections whatsoever. People with disabilities (and everyone else in general) often feel like they re not part of the industry at all, so my project is about educating the public and pointing out what is lacking in the fashion industry and what it is that we as future fashion employees of fashion experts could do to change that ideology. Tell us about the award you were nominated for at Graduate Fashion Week this year. be interested in my work as it s not your typical fashion-based project, it s looking at topics that people don t really consider so I was very shocked. We had to do a presentation of the overall concept of what the product is about and I did that but I did that in my head I thought, I m not even going to be shortlisted, I ll just do this for the experience. When I got shortlisted, honestly, I was really happy! I let my models know too and they were even happier about it, I got so many positive responses. I ve put the film forward to film festivals, Sundance, Toronto and next year I look forward to putting it to Cannes too. The project has gained some recognition from people in the industry too, and I will definitely be putting it through to Topshop, I want to get in contact with the directors to put it forward as a campaign so that it can be made into a reality because I think it s very important to educate people and to make people with disabilities feel included so that s what I look to do hopefully in the next few weeks. So what did you like most about studying at UCA? I think it started when I was told about UCA by my college teachers, so I looked at the courses. I was initially a fashion design student here but I didn t just want to be making clothes, I was more interested in the editorial aspect; I wanted to change people s perceptions. I wanted to bring about perceptions that aren t just the typical fashion-based stuff and I found that Fashion Media and Promotion was more what I was looking for, and I ve really enjoyed it. The teachers are amazing; I would highly recommend them. We do have talks from people from the industry, but I feel like the teachers have been the most help. They guided me and directed me as to what to do and how to do it. They managed to push me which I need as I can get a bit lazy sometimes but always managed to help me in a way that I was able to stay on top of everything. I m really going to miss UCA; I m thinking about coming back and doing my MBA here, after all, you can always come back! I was nominated for the Fashion New I also interviewed my models as further Media award. Honestly, I couldn t believe it 14 research, and they told me they felt they because I didn t think that anybody would 15

10 Graduate Profile Mollie Palmby Promotion and Imaging, 2017 I decided to come to UCA because I felt the course was the best for me. I chose to study Fashion Promotion and Imaging as it s really creative but you still learn about the business side of the fashion industry alongside marketing. I love our industry as every day can be different no two days are the same in fashion. My final major project looked into counterfeit products and whether they are damaging the industry. I created an online platform that sold counterfeit luxury products in a luxurious way called Sexton Blake. I wanted to analyse what was important when buying luxury goods, whether it came down to the experience received when purchasing, or the product itself, or both. I interned in the marketing, PR and ecommerce team at Asprey London in Bond Street in my second year. The course leader was brilliant throughout my internship as she supported me to stay with them throughout summer and into my final year. A highlight was seeing my styling for the leather campaign in Vogue on my last day in the office before I went back to university. My biggest accomplishment whilst studying at UCA was being asked by Asprey to come back once I had graduated. I hadn t even started my third year yet so it allowed me to come back and completely focus on doing the best I could in my final year, without the pressure of having to get a job at the end of it. Internships are incredible; take full I really enjoyed the live briefs throughout advantage of them and enjoy every second the course as it meant we were working of it because it goes so quickly. The with people in the industry, to real contacts UCA have for us are brilliant and deadlines and getting real feedback from if you work hard the tutors respect you and clients. The academics on our course were want to help you succeed. incredible too everyone is still working in the industry as well as teaching. The amount of facetime you get with your tutors is incredible, and by my final year I was seeing my tutor every week, so much more 16 than some of my friends at other unis. 17

11 Course leaders David Anderson BA (Hons) Advertising UCA Farnham David Anderson leads our BA (Hons) Advertising degree at UCA Farnham. David is a successful creative and strategic thinker, combining a highly renowned academic reputation with extensive industry experience. A graduate of the Glasgow School of Art and the University of Huddersfield, he s also been awarded an MA Writing for Performance and Publication from the University of Leeds and is the External Examiner for MA, MDes and BA courses in the UK. Sheelagh Wright Media & Promotion UCA Rochester Sheelagh Wright leads our Media & Promotion course. She completed her Masters in Higher and Professional Education at the University of London in 2002 and forged a successful career in the fashion industry as a Designer Pattern Cutter, working for a number of high profile companies and labels and gaining her fondest memories by assisting designer Victor Edelstein for DIOR, Salvador and BIBA. Fashion Design, and Fashion Design. Her research interests have focused around teaching and learning, and she has presented papers nationally and internationally, but Sheelagh s main interest has been with charities. Since 2007, Sheelagh has worked with UK-based charity, HOPEHIV. As Project Director for the Gateway School of Fashion, she set up a fashion school in South Africa, involving fundraising, establishing networks for funding, curriculum development, recruitment and training of staff, project management and evaluation. After 10 years, the Gateway School of Fashion has successfully trained hundreds of students to earn a living from selling their fashion garments, enabling them to provide for themselves and their families. Lucy O Brien BA (Hons) Music Marketing & Promotion Lucy O Brien leads our BA (Hons) Music Journalism and BA (Hons) Music Marketing & Promotion courses, and is the author of She Bop: The Definitive History of Women in Popular Music. Lucy has also written Madonna: Like an Icon, plus in-depth biographies of Dusty Springfield and Annie Lennox. I m With The Band, in Voicing Girlhood in Popular Music: Performance, Authority, Authenticity, ed. A. Adrian & J. Warwick (2016) PJ Harvey records a new album in public, Frieze (2015) Not A Piece of Meat: Lady Gaga and that dress, in The Gaga Collection, ed. M. Iddon and M. Marshall (2014) The Enemy Within: Women and Protest Pop, in Let s Start A Pussy Riot, eds Flecknell, French, Neubert and Siveyer (2013) Let Me Have a Taste of Your Ice Cream: Leeds post punk, feminism and the Yorkshire Ripper, in Punk & Post Punk, Intellect Journals Vol 1 (2011) Lucy has worked for the music press since the 1980s, starting on NME and contributing to a During her time at range of titles including Q, UCA, she received MOJO, The Sunday Times David s impressive CV two Leadership and and The Guardian. Lucy includes a number of years Management awards has acted as a consultant as Creative Director and in 2010 and 2013, and and guest contributor Art Director, following represents academic staff in television and radio on from his success as on the Academic Board with Channel 4 News, a Graphic Designer. and Quality Enhancement BBC Radio 4 Woman s During his career in the Committee. She has been Hour, Radio London, and advertising industry, an External Examiner at the 2002 BBC Radio 2 Back in the late 1970s David was mentored UAL London College of This Gateway School documentary, She Bop and early 1980s, Lucy by Ogilvy & Mather Fashion, De Montfort of Fashion project was (based on her book). played and sang in the and worked for several University, is currently professionally recognised She s also co-produced all-girl punk band, The influential agencies. external examiner for BA by receiving the 2009 Righteous Babes, the Catholic Girls. (Hons) Fashion Media & Times Higher Education Channel 4 film about rock Prior to joining UCA, David Marketing at Plymouth Award for Excellence and and new feminism. spent 19 years at Leeds College of Art ( ) Innovation in the Arts. College of Art developing and Her specialist research and leading a portfolio of Pattern Cutting at London areas are music courses in both graphic College of Fashion UAL subcultures and scenes, design and advertising. ( ). Sheelagh feminism and popular has also been an External culture, writing and Alongside his role in the Validation Member for publishing biography. School of Communication courses such as UAL Academic publications Design, David is also a Central Saint Martins MA include: short story writer and a Fashion Communication published playwright. and has led numerous fashion undergraduate courses at UCA such as Fashion Technology, Fashion Product 18 Development, European 19

12 Miguel Martins Buying Retail Management UCA Rochester Miguel holds a BA (Hons) Business degree, an MBA and a Postgraduate Diploma in Learning and Teaching in Higher Education. Before joining UCA, Miguel was Associate Director Executive Education at HEC Paris, and Programme Director at the Grenoble Graduate School of Business. He has accrued over 30 years of international experience and is a Fellow of the Higher Education Academy. He is also Editorial Review Board member of several internationally-renowned journals including the Journal of Global Business and Technology, the International Journal of Online Marketing, and the EuroMed Journal of Business. From 2000 to 2005, Miguel lived in Brazil where he became Executive Director at the European Faculty of Marketing and Administration. During his stay in Brazil, Miguel was also a Visiting Professor at Fundação Dom Cabral, Escola Superior de Propaganda e Marketing, CEDEPE Business School and the Brazilian Institute of Psychological Assessment.Born into a family of fashion retailers, Miguel opened and ran his own menswear store at the Before moving to Brazil, Miguel worked in his home country of Portugal as Store Manager, Head of Property Management, Head of Commercial and Marketing Division, Head of Training Department, Group Product Manager, Managing Director, Managing Partner, and Vice-Principal for several national and multinational organisations. Katherine Boxall Management & Marketing Katherine Boxall leads our Management and Marketing course, and has been a Senior Lecturer with us for the last 15 years. Katherine graduated from De Montfort University in Design Management, majoring in Fashion. After graduating, she went on to work in the advertising industry, account managing for Harvey Nichols, Oxo Tower, Schuh, BMW, Mercedes, Audi, and many other major blue chip and fast-moving consumer goods brands. She then progressed to global marketing communications with IBM, before moving into the higher education sector. Katherine began her career at UCA on the Fashion Promotion and Imaging course, and after seven years, was asked to co-write the award-winning Fashion Management and Marketing programme. Katherine is the Academic Lead for UCA, working alongside TALENT developing new Global Online Marketing and Design courses. Not only does Katherine lead the BA course, she also leads our new suite of Masters programmes at our Epsom campus MA Fashion Business & Management, MA Fashion Marketing & Communication, and MBA Fashion Business. In , Katherine received a Teaching Excellence Award and has been a Fellow of the Higher Education Academy since Archie Challen & Robert De Souza Moinhos Shopping Centre BA (Hons) Advertising UCA Farnham in Porto Alegre, Brazil. 21

13 We create space Epsom is renowned as a major centre for fashion, fashion journalism and graphic design. Our facilities provide students with the right ingredients for successful study including modern IT facilities, a media store, inspiring teaching areas, gallery space, a library, supportive teaching staff and a programme of guest speakers. Fashion resources include: Extensive fashion studios with sewing facilities and dedicated technicians IT suites with Macs and PCs, loaded with industry-standard software Photo studios and darkrooms State-of-the-art fashion textiles digital printing resource Specialist industrial machinery. Farnham UCA Farnham has extensive purpose-built facilities for over 2,000 students studying a wide range of creative arts subject areas including film, animation, graphics, illustration, fine art, photography, textiles, journalism and advertising. Graphics, illustration and advertising resources include: Macs and PCs, programmed with the latest industry-standard, specialist software Fully-equipped photographic studios with darkrooms, digital processing and finishing facilities and full industrystandard lighting rigs. Rochester As well as specialist studios, equipment and software, our campus at UCA Rochester boasts a wide range of industrystandard facilities including state-of-the-art fashion technology. Fashion resources include: Access to photography studios CAD facilities for portfolio development Extensive design, pattern and production studios Gerber suite, a computer-aided manufacture facility Laser cutting and rapid prototyping facilities State-of-the-art fashion textiles digital printing resources. Please note, access to each campus and its resources can sometimes depend on the campus you choose to study at (for example, if you study at one campus, you may be using the facilities at that campus but not always at others this depends on your course). Fashion Promotion & Imaging Studio 22 23

14 Student profile Nabeel Hassan Buying Retail Management UCA Rochester, Year 3 Next steps Contact us If you ve got any queries regarding the admissions process or your application, please contact the relevant admissions team: UK/EU admissions: T: +44 (0) E: admissions@uca.ac.uk International admissions: T: +44 (0) E: internationaladmissions@uca.ac.uk One of the best motivations on this course for me is to be able to share ideas with like-minded individuals, not only with students but with the tutors too. The teachers showcase an excellent mindset, individuality and knowledge of the subject matter. The course covers a wide approach across the fashion retail industry. The breadth of content and different approaches to assignments has not only made the course really interesting, but has helped me develop my report writing and presentation skills. It s astonishing how within a matter of months I have discovered and refined some skills that I was not confident in, such as the creative and entrepreneurial role I need to play in the marketing communication of a brand. I have also built a sense of control over my presentation skills in order to convey clear and constructive research, which is something you have to do on a daily basis as a fashion buyer. After graduating from UCA, I plan to utilise the skills and knowledge that I have accumulated and put them into practice as a fashion buyer for a retailer. Depending on my ability to excel within this role, I will eventually trade as a retail business. Although this is the ideal plan, there is a possibility for me to pursue a business venture whilst being at university, as the third year will involve some major projects around business strategy/entrepreneurship and I intend to make them come to life! How to apply The course you choose determines how you apply this could be through UCAS (the Universities and Colleges Admissions Service) or directly to UCA. uca.ac.uk/study/how-to-apply ucas.com/apply Connect with facebook.com/ucreativearts youtube.com/unicreativearts unicreativearts.tumblr.com blog.uca.ac.uk social.uca.ac.uk #WeCreate Disclaimer The information in this brochure is believed to be correct at the time of publication. The University reserves the right to introduce changes to the information given including the addition, withdrawal, relocation or restructuring of any programmes. The information in this brochure is subject to change and does not form part of any contract between UCA and the student and his/ her sponsor. For up-to-date and more detailed information on any of our courses and studying at UCA, please go to: uca.ac.uk I have previously worked at Harrods and I am currently working as a sales consultant at Paul Smith. Holidays are the perfect time to get a few months of internship experience and I plan to progress in that direction and 24 gain some head office experience. 25

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