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BA (Hons) Marketing & Communications for Fashion*

Course Duration

2 years

Awarding Body

Falmouth University

Start Date

September 2022

This exclusive two year degree combines academic learning with practical hands on experience. It includes a dedicated industry mentor and three week industry experience each year to support your progression into employment.


The two year accelerated BA (Hons) in Marketing & Communications offers a comprehensive and in-depth insight into the many different aspects of marketing in the fashion industry. You will graduate with the skills and knowledge  to ensure your success in a future marketing role within the fashion industry.

Marketing is an integral function in all fashion businesses, interpreting data to understand a company’s customers and competitors, which helps to inform what products are designed, produced, communicated and sold. This is an exciting time to study Marketing; the growth of online, social media and customer insight has led to growing importance of the role of  Marketing and the range of roles that exist within it.  Working in an industry that is undergoing such a fast pace of change requires graduates with cutting edge knowledge of digital developments.

You will be introduced to the theory that underpins Marketing principles and strategies supported with application to real life industry scenarios. An ability to communicate is key for marketeers. You will develop the technical skills and aesthetic understanding to ensure you can produce, communicate and implement an effective and unique marketing proposition.  To achieve this you will study specialist modules in Marketing Fundamentals, Creative Digital Skills, Visual Communications, Promotions, PR and Communication, and Digital and Social Media.

The BA (Hons) Marketing & Communications in Fashion degree is ideal if you want to work in the fashion industry to identify opportunities and maximise them at a profit. You will need to use your creative and analytical skills side by side to think tenaciously and problem solve, often under the pressure of a tight deadline.  

Delivered in an accelerated model over 2 years, you will utilise the summer period to study over three study blocks instead of two.  The structure of this 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. 

All degree courses are assessed through course work. The assessment types include written work such as reports, articles, and blogs and visual work such as presentations, videos, and apps. Most assessments are individual but all courses will require you to work in a team for some assignments.

Marketing and Communication Core Modules are:


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.  Develop strategy and campaigns including research, planning and implementation across multi-channel/multi-platform.


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. 


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.  Look at how to express concepts in an effective and professional visual manner utilising visual tools to broaden knowledge of the media.


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.  Examine the significance and responsibilities of PR in contemporary fashion and the future of PR in light of fast developing new technologies.


Study innovative and visionary contemporary new media communication campaigns used to generate awareness and sales for fashion retail.  Consolidate understanding of fashion marketing and integrated marketing communication strategies.  Debate and discussion will take place through the analysis of companies currently pushing marketing and promotion boundaries in the fields on digital and social media.


Common Modules which are taught across each degree are:


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, all of which affect fashion at a strategic and operational level. 


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.  This unit also includes the impact of digital and technological advances on conversion rate optimisation


Understand the complex, diverse and continuously changing environment where product and consumer come together.  With continued and rapid changes in the virtual world and an ever increasing appetite for online interactivity, the students have the opportunity to understand how the physical retail space has to undergo substantial adaptations to evolve as more than just a shop. 


Develop a deeper awareness of self-positioning in the fashion industry through reflective practice for professionals including CV and LinkedIn writing workshops, support for business start-up funding and the development of a range of self-promotional material including websites, online portfolios and interview skills.  Industry employers will share advice and guidance on how to contact relevant people and how to attract business funding whilst maintaining entrepreneurship and innovation.


This unit 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.  It provides a deep knowledge of how to manage a single brand in many different ways and the repercussions this has on marketing, distribution, advertising, store layout and visual merchandising.  It also highlights the costs and risks associated using scenario-based planning.


Look at business analytics and statistical analysis to support an evidence based approach to management decision making.  Different stages of the analytics process are examined using case studies and practical applications.  From loyalty schemes, social media and e-commerce, retailers have increasing access to an abundance of rich data on customer behaviour and business costs.  Learn how to leverage that information to interpret the results and present recommendations for business objectives and sales to stakeholders. 


*This course is due to be re-validated during the academic year 2020/21, so course content might change to align with current business needs to enhance employability on graduation.

Working with over 140 brands, each FRA degree includes highly practical, industry-focused content from some of fashion’s biggest names to ensure you learn valuable skills gain employment on graduation. We have a range of Visiting Industry Experts (VIE’s) who are injected throughout your course across a range of different activities:

Industry Mentor

Each student will be matched with their own dedicated industry mentor to meet with a minimum of once per trimester to support, guide and give insight to working life, sharing a wealth of experience and offering money-can’t buy personal access to some of the top names in fashion retail. Current students are working with mentors from businesses such as Jigsaw, Whistles, Burberry and Lipsy.

Click here for a list of our current mentors.

Three-Week Industry Experience

Every student is assigned to an Industry Manager for a three-week period,  who will brief them on specific tasks.  This could be within one team/dept or across multiple areas of the business.  Working remotely and in some cases within the brand environment, students will gain an understanding of a specific role and its wider fit within an organisation. 

Example brands include Fortnum and Mason, Next, John Lewis, Whistles, Harvey Nichols

Bootcamp Assessment Centre

All graduating students will pass through the FRA assessment centre, aimed at preparing you for industry interviews. You will learn what to expect and how to prepare, how to stand out from the crowd and what talent acquisition teams are looking for.

The FRA Marketing & Communications for Fashion Degree 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. Gold is reserved for institutions where teaching, retention and graduate outcomes are consistently outstanding and are of the highest quality found in the UK. Falmouth University has a 115 year history at the leading edge of creativity and is now at the forefront of driving innovation and entrepreneurialism across the creative economy with its mission of “doing it for real”.

The course will be delivered wholly at the FRA in London by it's team of dedicated academics and industry professionals. As well as being a student of the FRA, you will also benefit from having joint studentship with Falmouth University, which gives you access to Falmouth University’s extensive online library collection and resources. You will also become a member of the FXU Students’ Union.

There are a broad variety of roles you may progress to upon graduating from the course in areas such as:

  • in-house or agency Public Relations
  • Social Media
  • Digital Marketing
  • Event Management
  • Content Management
  • Marketing Analysts
  • Fashion Styling
  • Journalism
  • SEO and PPC Management

Our state of the art modern facilities just minutes away from Oxford street, has recently benefitted from a £2million facelift. This includes:

  • A new Mac suite within our Digital hub
  • Extensive specialist library with dedicated quite zones for study and group working areas
  • A pop-up shop to expose students to a real life retail situation
  • A new technology suite

In addition, our Higher Education students will have:

  • Dedicated classroom zones, study pods and breakout spaces.
  • Access to Falmouth University’s extensive online library collection and resources.
  • Membership to the Falmouth Students’ Union

The Fashion Retail Academy is based in the heart of London, a few minutes from Tottenham Court Road, Oxford Circus and Goodge Street tube stations. 

Below is a list of independent accommodation providers, any agreement with property providers is direct and not endorsed by the FRA.

LHA London Properties

Independent organisation offering student accommodation in Bowden Court, Notting Hill. A mix of single rooms from £103 per week and double rooms £289 per week/£60.50 per night. Options to book for one night, with prices ranging from £46-£49. Call 020 7834 1545 quoting Fashion Retail Academy to benefit from our discounted rates.

Chapter Living

Private provider with nine accommodation sites located within zones 1 & 2 and in close proximity to major London universities

Unite Student Housing

Independent organisation offering studio rooms and flat shares for up to 5 people less than 25 minute walk away from the FRA

IQ Student Accommodation

A private provider offering seven  accommodation sites in central, east and north London

Independent marketplace, who specialise in helping international students find accommodation

My Student Halls

Aggregated search engine to help you look for and compare potential student accommodation


Independent organisation providing accommodation to students in London. 

All applications are processed through UCAS.  You will need to register, provide a personal statement (up to 4,000 characters) and one reference. A single application is £13 and multiple applications are £24. 

A typical offer is between 104 and 120 UCAS points for entry to undergraduate courses, primarily from Level 3 equivalent qualifications such as A levels, a BTEC Extended Diploma or a Foundation Diploma.  GCSE English and Maths grade C/4 or above is recommended but not required for this course.

You can check how many points your qualifications are worth using the online UCAS Tariff Calculator.

Due to the creative nature of our courses, you will be considered on your own individual merit and potential to succeed. We encourage you to get in touch if you are predicted points below this range, thinking about transferring from another institution, or if you have other qualifications or professional experience as we may be able to consider you.


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.*

If necessary, please contact IELTS prior to booking your test to confirm how they are testing during the current pandemic of COVID-19.


£11,100 per year – 2021/22 UK home students

Typical Course Costs

£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

Please refer to our fees and funding page for additional information on student loans and funding your studies.

Please click here for Falmouth University Fees Policy.

Induction Week: 12 September, 2022

Freshers Week: 19 September, 2022

Term 1 Start Date: 26 September, 2022

Christmas: 12 December, 2022 – 20 January, 2023

Term 2 Start Date: 23 January, 2023

Easter: 3 – 14 April, 2023

Term 3 Start Date: 29 May, 2023

End of Year: 8 September, 2023


*Term dates subject to change.  

Apply Now
Meet The Tutor

Meet The Tutor

Anthony McGrath, BA (Hons) Marketing & Communications Programme Lead

Anthony’s experience stretches over nearly twenty years. He started out in Mens style magazines and proved himself as both a competent Editor and stylist and went from work experience to Senior Fashion Editor of Loaded Fashion in an 18 month period. As a result of this he was seen as a key player in the Menswear market and lead to him being a highly sought after stylist. Styling and Art directing editorially for Mens Health, Interview, The LA Times and The Saturday Times Magazine to name but a few. The celebrities he has dressed include Ashton Kutcher, Duran Duran, Gerard Butler, Guy Ritchie, Jack Nicolson, James Corden, Johnny Lee Miller, Michael Owen and Steve Coogan and Steve Jones.

Over the years Anthony has styled campaigns for clients including House of Fraser, Emporio Armani, Lacoste and Marks & Spencer. He has consulted and advised brands as diverse as The BBC, Jaguar, Peroni, The Arcadia Group and Vogue Italia on brand progression, re-positioning in the market place, catwalk interpretation & media & PR relations. Due to Anthony’s extensive experience he has been asked by educational institutions, such as London College of Fashion, the Fashion Retail Academy, University of the Creative Arts and Manchester Metropolitan University to write, formulate and teach modules in Fashion, Styling and Fashion Communications.



Abbie Bonney, Graduated 2019, BA (Hons) Marketing & Communications.


"My time at the FRA has been extremely valuable to me as I have had some amazing opportunities, connected with industry professionals and gained experience with well known brands. The best part of the course and what sets FRA apart from the rest is the industry connections they can provide for you... from industry mentors, work placements and continuously sending you job or intern opportunities. Without these I wouldn't have had the skills, experience or confidence needed to be in industry. Thank you FRA!"



Silva Goode, Graduated 2019, BA (Hons) Marketing & Communications.


"I have learnt so much since I have begun my journey at The Fashion Retail Academy and my skills, knowledge and confidence in all areas of fashion, particularly marketing have advanced and I have gained lifelong friendships along the way. The experiences and opportunities which have been made available to us through direct connections to the industry have been so valuable to our career progressions and one which I am grateful for. My time at the FRA has helped me calve the path for my career."



Jessica Addington, Graduated 2019, BA (Hons) Marketing & Communications, Social Media & Content Executive at Threshold Sports. 


"Studying fashion marketing at the FRA has not only helped me grow my knowledge of the fashion industry but what is going on in the world today. My degree at the FRA has helped inspire me to become a Social Media & Content Executive"