It takes more than just innovative designs to build a successful fashion brand. Experts in marketing, merchandising, logistics, sales, retailing and more, contribute to bringing a product from the runway to the racks of our favourite stores. You don’t need to be the next Anna Wintour or Gianni Versace to make an impact though; if you’re passionate about fashion, studying fashion and global brand management is the best way to learn about what fuels this fascinating, multi-trillion dollar industry.

Course overview

The ICMS Bachelor of Business Management (Fashion and Global Brand Management) degree blends core business subjects with specialised subjects relating to fashion and brand management, providing you with the perfect foundation for a successful career in fashion, retail or brand management.

Whether you dream of managing a boutique brand, creating visual merchandising strategies for world-renowned fashion houses or marketing new product lines for online fashion retail giants, this degree will equip you with the knowledge and skills needed to carve a niche for yourself in the industry.

At ICMS we believe in a curriculum that blends a thorough understanding of the theoretical principles of management with innovations in hands-on, practical education. You will discover how successful fashion and luxury brands are built, managed and experienced. Learning from business experts, and through extensive industry exposure, you will master the latest marketing and retailing strategies used to engage customers and sell fashion products both in Australia and across the globe.

Key facts

CRICOS course code: 097374A
UAC course code: 530170
Degree length: 2.75 years (or part-time equivalent)
Industry training: 1,200 hours
FEE-HELP available? Yes
Study mode: On-campus (Manly, NSW)
Next intake: September 2018 – apply now




Industry training

We have an impressive network of industry partners in the fashion industry. These leading companies provide our ICMS community with invaluable industry insight and experience. When it is time to embark on your industry training, we work closely with them to find a suitable placement that is the best fit for your skills, interests and professional goals.

Your industry training could take you to a major city or regional area in Australia. You could even take up a position in an international city. It is all part of finding the best placement for you. Not only is this an invaluable experience, it is also a chance to grow your professional network. For many of our graduates this experience introduces them to their future employers.

Career options

Brand manager Visual Merchandiser Marketing Manager
Fashion Buyer Digital Marketer Creative Director
Retail Manager Stylist Event Manager

A taste of what you'll study

  • Styling and Creative Direction 

To deliver a range and brand image that is loved by consumers requires a strong understanding of not only the latest trends, but understanding the needs of the consumer and how they plan to work, eat and live in your range. This subject looks into how to build a creative direction for your fashion brand including developing stories, delivering to a consumer’s lifestyle as well as styling effectively to drive intrigue and an eventual purchase. 

  • Brand Management and Product Innovation 

Great fashion brands are carefully planned and meticulously managed. This subject will provide a meaningful understanding of what brands are, how they work, and how to apply sophisticated brand knowledge to managerial situations. You will dissect the strategies of leading brands to learn how they differentiate themselves, create emotional attachment and sustain competitive market position. 

  • Visual Merchandising and Design 

Creating and marketing a beautiful product means nothing if it's not well presented and on-brand when reaches the shop floor. In this subject you will learn how to use visual merchandising strategies as a tool for engaging customers, driving sales and creating a visual representation of a brand. 

Head of Course: 
Vivian Allen ICMS
Vivian Allen
Senior Academic Team
Deputy Head, Undergraduate Studies (Business and Management)

Typical Study Pattern

Year
One

Term
1
  • Introduction to Human Resources
  • Principles of Marketing
  • Styling and Creative Direction
  • Introduction to the Fashion and Retail Industry
Term
2
  • Managing People and Organisations
  • Fashion Planning and Buying
  • Accounting for Business
  • Consumer Behaviour
Term
3
  • Retail Logistic and Operations
  • Service Management and Innovation
  • Digital and Social Media Marketing
  • Brand Management and Product Innovation

Year
Two

Term
1
  • Industry Training I
Term
2
  • Industry Training II
Term
3
  • Career Planning and Strategy
  • Event Practicum
  • Business Economics
  • e-Commerce
  • Applied Leadership

Year
Three

Term
1
  • Research Methods
  • Strategic Marketing Management
  • Visual Merchandising Design
  • Business Ethics
Term
2
  • Strategic Management
  • Integrated Marketing Communications
  • Research Project
  • Elective Level 300