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BA (Hons) Fashion Marketing and Consumer Behaviour

University of the Arts London
3 years
Full time
Bachelor's degree
Scholarships available
University of the Arts London

About this program

BA (Hons) Fashion Marketing and Consumer Behaviour

BA (Hons) Fashion Marketing & Consumer Behaviour teaches students the fundamental theories of marketing and consumer behaviour in the context of the fashion industry. This prepares students for postgraduate study or a career in fashion marketing, consumer behaviour and associated business functions.

Admission requirements

English Language Requirements

IELTS level 6.5 with a minimum of 5.5 in reading, writing, listening and speaking. Please check our main English Language Requirements.

The standard minimum entry requirements for this course are:

One or a combination of the following accepted full level 3 qualifications.

  • A Level Passes at Grade C or above to total a minimum 112 new UCAS tariff points (preferred subjects include, Business Studies, Economics, Fashion Studies, Information Technology, English, Languages, Media Studies and Psychology);
  • Distinction at Foundation Diploma in Art and Design;
  • Distinction, Merit, Merit in BTEC Extended Diploma;
  • Merit at UAL Extended Diploma;
  • Access Diploma or 112 new UCAS tariff points from the Access to HE Diploma;
  • 112 new UCAS tariff points (equivalent to 280 old UCAS tariff points) from a combination of the above qualifications or an equivalent full Level 3 qualification;
  • orequivalent EU or non-EU qualificationssuch as International Baccalaureate Diploma;
  • andSix GCSE passes at grade A*-C or grade 9-4, to include a grade C or grade 4 in Maths.

For more information about admission requirements, please visit the university website.

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Program content

Year One

Block 1

Introduction to Fashion Business for Fashion Marketing introduces you to your course and its subject specialism as well as to effective learning and studentship at undergraduate level. Students come from many diverse educational backgrounds and a part of this unit will enable to you reflect on your own background and how that shapes the way you approach your course.

Principles of Fashion Marketing introduces you to what marketing is and how it is defined. You will learn about the role of marketing, its cross-functional importance and its contribution to fashion business success. You will gain knowledge about the marketing planning process, segmentation, the internal and external marketing environment, and the marketing mix.

Global Fashion Branding: Theory will develop your understanding of the brand building and brand management process in the fashion industry. You will learn how fashion businesses build brand identity, brand image and brand personality and how brands target and communicate their brand message to consumers across multiple channels. You will evaluate brand performance for a fashion business operating internationally.

Block 2

Introduction to Fashion Consumer Behaviour& Market Research will introduce you to theories of consumer behaviour applied to the fashion context. This unit will help youbuild a foundation inmarket research methodologies and practice. You will learn how to conduct market research, extractconsumer insightsand present actions that solve business questions.

Global Fashion Branding: Communications will develop your understanding of integrated marketing communications and public relations in the fashion industry. You will use the components of the marketing communications mix to generate campaigns and PR strategy. Industry and cross-course collaboration will feature.

Better Lives will provide you with a solid understanding of LCF’s core values and how they connect to your practice. As part of this unit you will explore diversity, social responsibility and sustainability, themes which you will then apply to a selected project.

Year Two

Block 1

Consumer Behaviour and Data Analysis introduces you to concepts of human behaviour through an investigation ofhow and why we buy fashion goods and services. Youwill explore nudge theory and behavioural economicsandevaluate consumer behaviour in different parts of the world. You will also gain an understanding of how to use data in decision-making.

Critical Issues in Fashion Research will broaden or deepen your learning of areas relating to your interests in your chosen fieldof cultural and historical studies in fashion. You will participate in lectures, seminars and workshops with students from other courses within your School andwill read relevant academic texts and complete a formal academic essay for assessment.

Block 2

Work Experience Based Learning gives you the opportunity to apply your subject knowledge in a work-based context.

Consumer Psychology introduces you to the science of consumer behaviour and the mental traits, states and processes that determine it. You will explore how consumer psychology can impact business decisions.

Futures and Innovation looks at current issues affecting the fashion industry in general and fashion marketing and consumer behaviour in particular. You will explore various trend indicators that are likely to point to important influencing factors in the future. This unit allows you to explore areas you could further develop in Final Year. It offers opportunities for cross-course and industry collaboration.

Scholarships & funding

Several scholarship options are available. Please check the university website for more information.

Program delivery

BA(Hons) Fashion Marketing & Consumer Behaviour runs for 90 weeks in full time mode. It is divided into 3 stages over 3 academic years. Each stage lasts 30 weeks.


  • Tuition fees for Home students are £9,250*
  • Tuition fees for International students are £23,610*

*This fee is correct for 2022/23 entry and is subject to change for 2023/24 entry. Tuition fees may increase in future years for new and continuing students.

Continuing studies

Students will be given the opportunity to undertake an optional industry placement year between the second and final year of the course which will enhance the employability of students by offering valuable experience and contacts within the industry as well as earning an additional Diploma in Professional Studies qualification.

Career paths

All of our undergraduate courses offer career development, so that you become a creative thinker, making effective contributions to your relevant sector of the fashion industry.

LCF offers students the opportunity to develop Personal and Professional Development (PPD) skills while studying through:

  • An on-course work experience or placement year. Please note, this is not available on every course; please see the Course Details section for information about work placement opportunities.
  • Access to to speaker programs and events featuring alumni and industry.
  • Access to careers activities, such as CV clinics and one-to-one advice sessions.
  • Access to a graduate careers service
  • Access to a live jobsboard for all years.
  • Advice on setting up your own brand or company.

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About this institute

University of the Arts London

University of the Arts London (UAL) is ranked 2nd in the world for Art and Design according to the 2022 QS World University Rankings®, for the fourth year in a row. It has an international reputation in art, design, communication,...

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Why study at University of the Arts London

With multiple sites across London, UAL offers endless opportunities to draw inspiration from this global creative hub.

  • UAL has a track record for launching and furthering careers across the creative industries and beyond.
  • Graduates are frequently shortlisted for national and global awards ranging from the Turner Prize to the Oscars.
  • UAL is home to more than 2,400 postgraduate students.
  • The university offers a wide range of theoretical and practice-based research programmes leading to a PhD or MPhil.
  • UAL is ranked among the UK’s top research universities, with 83% of research conducted by UAL students and staff graded as world-leading.
  • UAL has a diverse student community, with students drawn from over 130 countries across the globe.
  • Students are encouraged to draw inspiration from London’s world-famous art galleries, museums and theatres.
  • UAL’s dedicated support service offers useful advice for international students including guidance on funding, visa applications and accommodation.

Contact info

University of the Arts London

272 High Holborn
WC1V 7EY London
United Kingdom

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Message the school

Want to know more about BA (Hons) Fashion Marketing and Consumer Behaviour? Fill out the following form and we'll pass your details on to a representative from the school, who will respond to your enquiry.


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