International Fashion PR and Communication top up BA (Hons)
UCAS Code: W230
International Code: LONU043
Coventry University London (City of London)
1 year full-time
2 years part-time (UK only)
Study level: Top-up Courses
This one-year intensive course aims to prepare students to become innovative strategists and creative communicators in the fashion industry. The course is aimed at learners holding level 5 qualifications in a diverse range of areas, including fashion design, media or business management, who wish to pursue a career in fashion public relations. On this course, you’ll learn more about:
- Brand storytelling, and how to design and manage PR campaigns.
- How media relations are developed and how networks are established.
- Pitching for media coverage.
- How to interpret and use data analytics to measure results and inform future communications strategy.
Global readyAn international outlook, with global opportunities
Teaching excellenceTaught by lecturers who are experts in their field
EmployabilityCareer ready graduates, with the skills to suceed
Why you should study this course
- The course is taught by experts in the field of fashion, with both academic and professional backgrounds.
- Our lecturers have extensive links to the fashion industry and work hard to organise networking events, client-based projects, and an exciting programme of guest speakers.
- Our City of London location provides ample opportunities for students to visit trade fairs, fashion events, publishing houses, advertising and PR agencies, in order to gain valuable industry insights.
- A continuous dialogue between our academics and industry experts ensures that the media platforms, communication tools and software most commonly used in industry today are covered in the course content.
Public relations is the cornerstone of brand storytelling and marketing success. It is my absolute pleasure to welcome students to this course, where I'll be sharing insights from my career in fashion PR, as well as exploring the future of fashion industry communications.
What you'll study
The programme of study blends theory with practice, and is designed to increase the academic proficiency and employability of graduates.
Through a diverse range of teaching and learning styles, students will have the opportunity to develop fashion-specific practical skills in leadership, management and teamwork, in addition to devising entrepreneurial and innovative solutions to fashion business problems. All modules are mandatory.
Fashion PR and Communication (20 credits)
This module aims to prepare you to understand and plan a communications strategy, a key skill for all communications professionals, whether working freelance or at a fashion company.
Copywriting for Fashion (20 credits)
Copywriting is a strategic communication tool used by all fashion brands, and a skill which is highly sought after. This module aims to teach you the necessary knowledge, skills and technique required to become an effective copywriter for the fashion industry.
Strategic Management (20 credits)
This module provides a practical outline of a number of different approaches to strategic management, and explores their scope, purpose and outcomes. To be effective, strategic managers need to know the strengths and weaknesses of each approach and recognize where and how they might be best adopted.
Professional PR Practice (20 credits)
By studying this module, you have the opportunity to work on a ‘live project’ in a consulting capacity, for a real industry client. You will look at three core aspects of creating fashion PR and communications strategies, including branding, media targeting and management planning. The aim is to develop your transferable skills and analytical research, as you are encouraged to find solutions for critical business scenarios.
Experiential Branding and Fashion Heritage (20 credits)
In this module, you will learn how to analyse brand heritage and professionally plan an experiential branding event such as a book launch, an exhibition, pop-ups, collaborations or virtual interactions.
Marketing and Digital Strategy (20 credits)
The aim of this module is to enable you to develop the skills needed in the new digital landscape to implement engaging marketing strategies. This module critically examines how data is collected, managed and interpreted with the intent of providing decision makers with reliable information to take their next marketing decision. You will examine the role of digital marketing metrics within an organisation and apply a range of measurement techniques, which can enable organisations to achieve marketing insights and strategic decision making. You will also have the opportunity to critically appraise how measurement techniques, aligned with business objectives, can establish and determine the effectiveness of marketing activities. This module is shared with other top-up courses. This gives you the opportunity to study with a wider circle of students studying top-ups.
We regularly review our course content, to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated.
How you'll learn
You will receive up to nine hours of formal teaching in a typical week of study. These study hours may be made up of a combination of face-to-face teaching, individual and group sessions, and online classes. You will also be expected to spend a significant amount of time conducting independent study.
You will be encouraged to pursue self-directed learning by exploring the streets, markets and stores around you, conducting store observations to develop your research and critical-thinking skills. You’ll be encouraged to go out and examine how fashion is promoted according to its context, from high street to luxury.
With so much on offer around you, you can make the most of London’s museums, exhibitions and special collections, both contemporary and historical.
Assessments can include developing and producing digital media and brand strategies, creative projects, experiential and digital campaigns, marketing copy, poster designs and dashboard analytics. You may have the opportunity to work on client-briefed projects, and produce business reports and pitches, perhaps even presenting these to industry professionals.
Students will have access to a diverse set of technological tools and resources to enable them to enhance their abilities in creating, disseminating and analysing communications.
Your tutors will aim to keep you informed of relevant trade shows and fashion conferences, and where possible make these available to you, sometimes at special rates. We also aim to organise visits to fashion brand headquarters, magazines, event production firms, and PR and communication agencies (subject to availability).
International experience opportunities
This course is set in an international context, so global considerations will underpin your learning. You will have the chance to explore key global issues, such as cultural diversity, sustainability and ethics.
You will gain intercultural knowledge by studying campaign activities with a global reach. You may also have the opportunity to complete consulting projects for international brands.
You’ll have the opportunity to work alongside a diverse international cohort, who will bring fascinating insights on fashion and business from their home countries.
To be accepted for the course, students must possess 120 credits (60 ECTS) at FHEQ Level 4, and 120 credits (60 ECTS) FHEQ Level 5. Previous studies or experience can include business, finance, design, media, creative and/or liberal arts, but applicants should be able to demonstrate their interest in the fashion industry and professional communications sectors.
We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.
English language requirements
An adequate proficiency in English must be demonstrated. Applicants must posess a minimum IELTS score of 6.5 with no component below 6.0 (or an equivalent English language test).
If you don't meet the English language requirements for this course, you can achieve the level you need by successfully completing a Pre-sessional English programme with us, before starting your course.
We recognise a breadth of qualifications, speak to one of our advisers today to find out how we can help you.
Fees and funding
2022/23 Tuition fees
|Student||Full time||Part time|
|UK||£9,250 per year||Not available|
|International||£15,300 per year||Not available|
If you choose to study this course with a professional placement or study abroad year, you will need to pay a tuition fee of £1,250 to cover your academic support.
For advice and guidance on tuition fees and student loans visit our Fees and Finance page.
We offer a range of International scholarships to students all over the world. For more information, visit our International Scholarships page.
Our Fashion Studio has been designed to facilitate your creativity, experimentation and portfolio-building skills. This contemporary space contains a teaching area, as well as large cutting tables that are ideal for working on creative group projects.
Fashion students can make use of our Mac Suite, which provides full access to Adobe Creative Cloud programmes to help you complete digital and creative work. Here, you could create assets to support digital marketing and social media campaigns, as well as complete video and design-led assignments.
Photography and visual merchandising suite
Our combined Photography and Visual Merchandising Suite is designed for practical workshops and styling sessions. Here, you could learn to design global retail and visual merchandising strategies, and shoot photos for use in campaign-building projects.
Careers and opportunities
Graduates of this course should have the opportunity to work in a number of varied and exciting careers within the PR and communications sectors.
When you graduate, you should be ideally placed to begin a career as a PR professional, either in-house with a brand, or in an agency-based role. Typical roles to consider after university include working in brand management, social media management, digital marketing, advertising, creative direction, or account management. You may decide to take on freelance work as your main job, or alongside a full-time job.
Your skills will be transferable across a wide range of industries, so you won’t be limited to fashion if you’d like to branch out. You could also go into communications or marketing positions in the retail, cosmetics, lifestyle, leisure or events sectors, as well as a wide range of other sectors that require professional communication skills.
You can choose to continue your studies at Coventry University London with our International Fashion Marketing MSc, International Fashion Management MBA, or Digital Marketing with Data Analytics MSc. You may be entitled to an alumni discount on your fees if you decide to extend your time with us by progressing to postgraduate study.
How to apply
Full-time students applying to start in September should apply for this course through UCAS. Part-time students should apply directly to the university. Read our application pages to find out your next steps to apply.How to apply
For further support or more information about your course get in touch with us today.
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By accepting your offer of a place and enrolling with us, a Student Contract will be formed between you and the university. A copy of the 2021/22 Contract can be found here. The Contract details your rights and the obligations you will be bound by during your time as a student and contains the obligations that the university will owe to you. You should read the Contract before you accept an offer of a place and before you enrol at the university.
The tuition fee for the course that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For UK and EU students, if Parliament permit an increase in tuition fees, we may increase fees for each subsequent year of study in line with any such changes. Note that any increase is expected to be in line with inflation. Following the UK’s exit from the European Union, EU students should be aware that there may be a change to UK laws following the UK’s exit, this may change their student status, their eligibility to study part time, and/or their eligibility for student finance. We will act in accordance with the UK’s laws in force in relation to student tuition fees and finance from time to time.
For International students the tuition fee that is stated on the course webpage and in the prospectus for the first year of study will apply. We will review our tuition fees each year. For international students, we may increase fees for each subsequent year of study but such increases will be no more than 5% above inflation.
The majority of our courses have been formally recognised by professional bodies, which means the courses have been reviewed and tested to ensure they reach a set standard. In some instances, studying on an accredited course can give you additional benefits such as exemptions from professional exams (subject to availability, fees may apply). Accreditations, partnerships, exemptions and memberships shall be renewed in accordance with the relevant bodies’ standard review process and subject to the university maintaining the same high standards of course delivery.
Facilities mentioned on this page may not be relevant for every course. Due to the ongoing restrictions relating to COVID-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.
Placements and study abroad opportunities
Please note that we are unable to guarantee any placement or study abroad opportunities and that all such opportunities may be subject to additional costs (e.g. travel, visas and accommodation etc.), competitive application, availability and/or meeting any applicable visa requirements. To ensure that you fully understand the requirements in this regard, please contact the International Office for further details if you are an EU or International student.
This course may incur additional costs associated with any field trips, placements or work experience, study abroad opportunities or any other opportunity (whether required or optional), which could include (but is not limited to), equipment, materials, bench fees, studio or facilities hire, travel, accommodation and visas).