Fashion Retail Academy

Degree level: Undergraduate
Awarded by: Falmouth University

Marketing & Communication for Fashion (2 year accelerated degree)

Make sure you check on the university, college or conservatoire website for any updates about course changes as a result of COVID-19.

Course summary

This brand new and exclusive ‘Fast-Track’ two-year degree course in partnership with Falmouth University has been designed from the ground up with fashion retail employers of all shapes and sizes (from high street to high end and pureplay) to create a new breed of employee. Providing you not only with the latest skills needed for a successful career in marketing, communication, PR or digital roles, but a broad range of futureproofed business skills and the agility you will need to succeed in contemporary retail environments. Fashion and retail are changing at break neck speed. The continued rise and use of technology, the demand for ‘new now’ and an unstable trading environment has given rise to increased competition and the need to alter business models fundamentally to remain competitive. Retail today bears less and less resemblance to that of a decade ago and our exclusive research into retail of the future clearly shows that this shift will only continue to grow. The Fashion Retail Academy (FRA) and Falmouth University Partnership This degree course has been exclusively developed in partnership with Falmouth University which has been ranked gold in the Teaching Excellence Framework, the new classification of degree teaching standards. The course will be delivered entirely at The Fashion Retail Academy in London and you will have the additional benefit of having access to Falmouth University’s extensive online library collection and resources. You will also become a member of the Falmouth University Student Union. The Degree FRA ‘degrees with a difference’ includes highly practical, industry-focused content delivered over an accelerated two-year course including industry involvement ranging from masterclasses to live practical projects, industry mentoring and work placements. Delivered in an accelerated model over 2 years your full BA (Hons) will propel you towards your chosen career a year quicker than a traditional degree. The structure of the course has been designed around study at Level 4 (developing foundational knowledge and awareness), Level 5 (high levels skills development and synthesis of information) and Level 6 (your launch pad for your career). During the course, you will study multiple facets of marketing and communications in depth, understanding best practice to ensure your success in a future marketing role within the fashion industry on graduation. Topics of delivery include:

  • Contextual & Historical Studies
  • Brand management
  • Marketing fundamentals
  • Creative digital skills
  • Consumer behaviour
  • Visual Communications
  • Promotions, PR and Communication
  • Fashion Retail landscape and environment
  • Professional strategies
  • Internalisation and globalisation
  • Data and Analytics
  • Marketing: Digital and social media
The course also includes the FRA unique experience: Unique two year condensed delivery Live Industry Projects, led by employers, to build your experience and portfolio. A work placement each year with one of the 140 fashion retail brand partners working with the FRA – to provide hands on practical experience of different roles and gain industry contacts & experience Industry Mentor throughout your course Course taught by experienced fashion retail industry professionals You will study for three trimesters during the academic year between September and the following August (12 weeks in each) instead of the standard two. The two year programme means you will only pay fees and living costs for two years rather than the standard three. *Subject to meeting the expected levels of attendance in accordance with FRA’s Attendance Monitoring Policy.

Course details


CULTURAL AND CONTEXTUAL STUDIES The history of fashion including geographic locality, technology, sustainability, societal and cultural influences. You will look at the rise and impact of technology, sustainability and corporate social responsibility. BRAND MANAGEMENT This module will explore contemporary fashion brands and examine the strategies that are used to create a unique personality, generate appeal and develop a ‘desirability factor’ for potential consumers. Students will examine how brand identity is used as a strategic tool to promote products and build loyalty in consumers. MARKETING FUNDAMENTALS Look at the theory behind fashion marketing and retailing, with particular emphasis on the mix between the two. Develop an appreciation and critical understanding of fashion marketing through examining pest/environmental analysis, segmentation, targeting & positioning, consumer behaviour, product, position, multi-channel, price and promotion. CREATIVE DIGITAL SKILLS An introduction to specific digital skills required for the fashion industry and its sectors, including social networking, blogging, publishing and websites alongside emerging technologies. Gain an overview and awareness of the skills required to use these platforms including the development and production process. CONSUMER BEHAVIOUR Incorporating retail trends, consumer behaviour looks at cultural, social, personal and economical behaviours that drive consumers to purchase, and what causes those consumers to develop product and brand preferences, to enable the successful development of a targeted, personalised marketing strategy within retail to appeal to the relevant target audience. VISUAL COMMUNICATIONS Develop a critical understanding of how the inner workings of communication within the fashion industry is transferred to the consumer. Learn methods that will cover the systematic analysis of media and industry practice. PROMOTIONS, PR AND COMMUNICATION Build the knowledge and skills to develop specialist PR activities; operating in the fast-moving world of fashion. Learn to identify and analyse audiences, how to create personality and how to communicate and manage image through PR activities. FASHION RETAIL LANDSCAPE AND ENVIRONMENT Understand the many layers that comprise the retail environment including commercial, cultural, technological and anthropocentric factors. Look at rapid changes in the virtual world that have created an increased demand for online interaction, forcing the physical retail space to undergo substantial changes. PROFESSIONAL STRATEGIES Develop a deeper awareness of self-positioning in the fashion industry through reflective practice for professionals including CV and LinkedIn writing workshops and generating support for business start-up funding. Industry employers will share advice and guidance on how to contact relevant people and how to attract business funding whilst maintaining entrepreneurship and innovation. INTERNALISATION AND GLOBALISATION This module includes the diversity, complexity and vibrancy of the international business landscape for fashion business. Understand the opposing advantages of presenting a consistent brand globally whilst maintaining a tailored, operational approach at local level. DATA AND ANALYTICS IN A BUSINESS ENVIRONMENT Look at business analytics and statistical analysis to support an evidence based approach to management decision making. From loyalty schemes, social media and ecommerce, retailers have increasing access to an abundance of rich data on customer behaviour to inform business decisions. MARKETING: DIGITAL AND SOCIAL MEDIA Study innovative and visionary contemporary new media communications campaigns used to generate awareness and sales for fashion retail. Consolidate understanding of fashion marketing and integrated marketing communication strategies. Analyse companies who are currently pushing marketing boundaries in digital and social media.

How to apply

You can no longer submit a new application for courses starting in 2020.

If you already have a 2020 application and are in Clearing, you can add this course as a Clearing choice in Track – contact the university or college first to check they have places.

Application codes

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Fashion Retail Academy
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Points of entry

The following entry points are available for this course:

  • Year 1

International applicants

We regret that this course is not available to international (non-EU) applicants who would require a Tier 4 Student Visa at this time. If English is not your first language, you will need to demonstrate English language skills that are sufficiently developed for successful completion of your studies. We accept a range of recognised English language qualifications that are equivalent to the International English Language Testing system (IELTS) Academic minimum score of 6.0 overall, with a minimum of 5.5 in Reading, Writing, Speaking and Listening

Entry requirements

Qualification requirements

If you are able to demonstrate relevant, current, equivalent experience instead of formal qualifications, we encourage you to apply

English language requirements

If English isn't your first language, we'll need to see academic proof of your level of written and spoken English. We require a minimum International English language testing system (IELTS) score of 6.0 (or recognised equivalent*). This test must have been taken no earlier than two years before you start at the Fashion Retail Academy. * Trinity (taken in the UK) - 111 Cambridge ESOL Exams - CAE or FCE Cambridge English scale 176 Common European Framework - C1 - C2

Fees and funding

Tuition fees

EU £11100 Year 1
England £11100 Year 1
Northern Ireland £11100 Year 1
Scotland £11100 Year 1
Wales £11100 Year 1
Channel Islands £11100 Year 1

Additional fee information

£70 - recurring annual cost. £50-£200 - One off costs for the course duration (compulsory trips, final portfolios or shows, etc). £300 - Optional study visits and placements for the course duration. Additionally, if you need to bring equipment or materials with you, these will be outlined in your induction
Marketing & Communication for Fashion (2 year accelerated degree) at Fashion Retail Academy - UCAS