Dissertation proposal

The Global Marketing Strategy of Luxury Fashion

Brand: SHIATZY CHEN

2313323 YI CHEN
 TABLE OF CONTENTS
1.1 INTRODUCTION .................................................................. 3

1.2 RESEARCH QUESTIONS AND OBJECTIVES .......................... 4

1.3 LITERATURE REVIEW ......................................................... 5

1.3.1 Analysis of the current situation of fashion luxury

industry ................................................................................ 5

1.3.2 Brand theory ............................................................... 7

1.4 METHODOLOGY ................................................................. 7

1.4.1 Document Analysis ...................................................... 8

1.4.2 Case Study Research ................................................... 9

1.5 ETHICAL IMPLICATIONS ..................................................... 9

1.6 RESEARCH PLANNING........................................................ 9

1.7 EXPECTED OUTCOME AND CONCLUSION ......................... 10

1.8 LIST OF ILLUSTRATIONS: .................................................. 10

1.9 REFERENCES:................................................................... 11

2
1.1 Introduction
In the term of international fashion, Taiwan has long been regarded as an Original
Equipment Manufacturer (OEM). However, as societal shifts and temporal changes
come into play, Taiwan finds itself at a crossroads with regard to its industrial
landscape. The government has taken a firm stance in advocating for a transition from
the traditional professional OEM manufacturing economy towards "Creative and
Knowledge-based economy", which focusing on branding and design.

In the early 2010s, the Taiwanese government introduced the "Law for the
Development of the Cultural and Creative Industries" to foster the growth of these
sectors and actively explore domestic and international markets. Yet, existing research
fails to provide a comprehensive research for the fashion and luxury industry to
penetrate the global market effectively. This research aims to fill this gap by assessing
the successful experience of SHIATZY and unveiling the value embedded within
cultural and creative industries.

The methods envisaged for this study include literature analysis and case studies. The
researcher is expected to conduct an analysis based on past secondary data and
conduct an in-depth analysis of the SHIATZY brand, from the company's history,
development, growth, to analyzing the company's strengths and weaknesses, to fully
understand the SHIATZY company.

The findings revealed that SHIATZY places a strong emphasis on brand positioning,
identity, and systematic operational strategies. The study extrapolated SHIATZY's
model into four stages for international market entry: creating a unique product,
establishing international retail outlets, cultivating an international brand image, and
expanding distribution channels. Additionally, the implementation of effective
financial strategies emerged as a essential success factor in the global marketing of
the luxury fashion industry.

In conclusion, several recommendations are proposed: the luxury fashion industry

should amalgamate culture and art to improve brand value; governmental support for
small and medium-sized enterprises to meet international market demands is
imperative; the government should guide international marketing strategies through
avenues such as the Ministry of Foreign Affairs, provide assistance in brand strategy
development, offer marketing opportunities, and enforce the "Law for the

3
Development of the Cultural and Creative Industries".

1.2 Research Questions and Objectives

In recent decades, Taiwan has been a key player in the global fashion scene primarily
as an OEM provider. However, shifts in labor availability and rising wages have made
it challenging to sustain profitability in producing low-cost textiles domestically.
Consequently, Taiwan must address the need for industrial restructuring. The
government has been advocating for a transition from the traditional OEM model to a
creative and design-driven economy. This shift emphasizes branding and original
design as pathways to success in the international market.

President Ma of Taiwan has publicly stated his commitment to advancing the cultural
and creative industries, culminating in the passage of the "Cultural and Creative
Industries Development Law" on January 7, 2010, marking a significant milestone in
the development of Taiwan's cultural and creative sectors. Despite this, there has been
limited research on how the fashion design industry penetrates international markets.
Therefore, this study seeks to investigate how Taiwanese clothing brands successfully
enter the international fashion scene, shape their global brand image, and utilize these
strategies for international marketing.

The research aims to accomplish the following research objectives:

1. To develop an global marketing strategy for Taiwan fashion luxury brand.
2. To examine the current situation of Taiwan's fashion industry.
3. To delve into the analysis of the Taiwanese fashion luxury brand SHIATZY.

The research aims to address the following questions:

1. How can Taiwan's apparel industry break into the global market, and what
challenges does it encounter? What strategies can it employ to overcome these
obstacles effectively?
2. Apart from traditional methods like clothing showcases and media appearances,
what other marketing avenues do clothing brands explore?
3. How does Taiwan's apparel industry integrate cultural and artistic elements to
revitalize its brand image and management approach in innovative ways?

4
1.3 Literature Review

1.3.1 Analysis of the current situation of fashion

luxury industry
Reflecting on the historical evolution of the fashion design luxury helps us grasp its
origins and growth. Nonetheless, in a constantly evolving world, even iconic and
esteemed brands must adapt. As consumer demand for high-quality products grows,
attention shifts beyond developed nations to emerging markets, which are
increasingly influential. This change not only affects the brand's positioning and
strategy, but also has a major impact on the pattern of the global fashion industry.
According to Bain & Company luxury report 2023, the global luxury goods market is
expected to reach 1.5 trillion euros in the end of 2023, an increase of 8% to 10% over
2022, setting a new historical record. The personal luxury goods market will also
continue to grow and is expected to reach 362 billion euros in the end of 2023, an
increase of 4% over last year.

Figure 1: World luxury spending,2023E (Source: Bain & Co., 2023)

5
Figure 2: Global personal luxury goods market (Source: Bain & Co., 2023)

Global consumer spending is on the verge of reaching pre-pandemic levels from

2019, indicating promising growth opportunities. In terms of regions, Asia has
become the main region leading growth due to strong internal demand and a renewed
influx of Chinese tourists. Europe also benefits from the revival of tourism, as visitor
expending boost economic growth across the continent. The disparity in luxury
market growth has narrowed, aligning more closely with pre-Covid-19 levels. Since
2019, the Americas and Asia have consistently fueled growth in luxury goods
consumption.

Figure 3: Share of global luxury spending, 2019-2023E (Source: Bain & Co., 2023)

6
1.3.2 Brand theory
According to the American Marketing Association (1960), the definition of brand is:
“A name, term, design, symbol, or a combination of them, intended to identify the
goods or services of one seller or group of sellers and to differentiate them from
competitors.”

According to Farquhar (1989), a brand is more than just a name, symbol, design or
logo. It represents intangible value beyond product functions and reflects the image of
company, commitment and experience in the minds of consumers. Kotler (1999) also
pointed out that brand is a key tool for companies to communicate with consumers
and has the function of transmitting information. Doyle (1990) emphasized the
conditions for brand success. He believed that a successful brand must provide
sustainable differentiation advantages for the company's products, making consumers
obviously prefer the company's products. In other words, the existence of a brand
enables consumers to become loyal to a company's products. Aaker (1991) also made
a similar point in his research, believing that a brand with added value can improve
customer loyalty.

Boyd, Walker, and Larrenche (1995), they further divided brand components into
“ Brand Name, Brand Mark, Trade Mark, and Copy Right.” These elements are
combined to form the complete image of the brand. According to the integrated
research of Kotler (1991) and Chernatony and McWilliam (1989), the meaning and
function of brand can be explained from four aspects. First, the brand serves as a
recognizable mark that can differentiate it from competitors. Secondly, a brand is a
commitment and guarantee for the consistency of product quality. Consumers can feel
its added value before purchasing or using it, which helps improve consumer trust.
Third, the brand has a unique brand personality, and consumers can express their self-
image through the brand, thereby establishing emotional connections and a sense of
identity. Finally, the brand serves as an auxiliary tool for purchasing decisions.
Consumers can make purchasing decisions through brand clues, making it more
convenient and faster.

1.4 Methodology
Methodology refer to the way of collecting and processing data, screening numerous

7
data related to the topic, and then sorting and analyzing the collected data in a
systematic and regular way. These data serve as our test questions and verification of
hypotheses. preliminary information and materials. Therefore, research methods play
an important role in processing and applying data in research content. Appropriate
research methods help researchers sort out the context and rules related to the research
topic among numerous materials. In view of the empirical orientation of this study, we
mainly use related research methods such as "document analysis method" and "case
study research" to analyze and deconstruct the data.

1.4.1 Document Analysis

Document analysis is widely used in academia, it aids researchers in comprehending
and reconstructing the past, interpreting the present, and speculating about the future.
Document analysis transcends temporal and spatial constraints, enabling the study of
historical events and surpassing individual limitations. This method facilitates
understanding chronological sequences, preparing comprehensive surveys, and
synthesizing prior research outcomes.

The document analysis method is an indirect way of observing social phenomena,

involving the collection, examination, and analysis of historical documents. It enables
us to delve into the patterns of historical development and social phenomena, as well
as grasp the norms and values of society during different historical periods. Its
primary aim is to comprehend the past, gain perspective on the present, and anticipate
the future.

In academic research, the act of reading documents holds significant importance. By

engaging with a variety of documents, academic papers, official and unofficial
sources, journals, and other materials, researchers can extract valuable articles or
information pertinent to their research. Analyzing, summarizing, and conducting
comparative research with these materials enhances the creativity and persuasiveness
of the study. Thus, one of the key advantages of literary analysis lies in its ability to
swiftly gather diverse viewpoints, thereby aiding in steering clear of narrow-minded
thinking.

8
1.4.2 Case Study Research
Case study research serve as valuable tools for examining real-world occurrences
within businesses or industries, documenting significant events such as managerial
responses to shifts in the competitive landscape. These often entail changes in
business or company-level strategies. Case studies are instrumental in highlighting the
importance of strategic management in several ways. Firstly, they present readers with
organizational challenges they may not have encountered before, offering insight into
how various companies address these issues. Secondly, individual cases help elucidate
theoretical content and principles of strategic management. By applying theoretical
knowledge to real-world cases, the implications and meanings of the information
become clearer. Theories and concepts serve as guiding frameworks for researchers to
analyze and assess a company's problem-solving strategies. Thus, when doing the
case study research, researchers possess a set of conceptual tools to investigate events,
people, and factors involved, ultimately proposing solutions grounded in evidence.

1.5 Ethical Implications

In this study, the researcher uses document analysis and case study research as
research methods. Throughout the research process, ethical standards were rigorously
followed, ensuring compliance with ethical principles and legal regulations. In the
document analysis phase, data were sourced from credible and suitable outlets, and
proper citations were employed. Similarly, in the case study research, utmost care was
taken to safeguard the privacy and confidentiality of participants, with their explicit
consent obtained prior to the study. Moreover, in reporting research findings, no
personal information that could potentially identify participants was disclosed.
Overall, the research maintains adherence to stringent ethical standards, upholding
legality, fairness, and respect throughout all research endeavors.

1.6 Research Planning

The research planning is identified from the below table.

9
1.7 Expected Outcome and Conclusion
The aim of the present research is to examine the current situation of Taiwan's fashion
industry and analyze the Taiwanese luxury fashion brand SHIATZY. The expected
outcome of this research is to provide insights that will aid Taiwanese luxury fashion
brands in formulating effective international marketing strategies, enabling them to
penetrate the global market and showcase the unique offerings of Taiwanese brands
on a broader scale.

1.8 List of Figures:

Figure 1: World luxury spending,2023E (Source: Bain & Co., 2023)
Figure 2: Global personal luxury goods market (Source: Bain & Co., 2023)
Figure 3: Share of global luxury spending, 2019-2023E (Source: Bain & Co., 2023)

10
1.9 References:
1. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a
Brand Name. New York: The Free Press.
2. Aaker, D. A. (1996). Measuring Brand Equity Across Product and Markets.
California Management Review. 38(3): 102-120.
3. Boyd, H. W. Jr., Walker. O. C. Jr. & Larreche. Jean-Claude (1995). Marketing
Management a Strategic Approach with a Global Orientation, 2th ed., New
York: Irwin Inc.
4. Chernatony, L. D. and G. McWilliams (1989). Branding Terminology - The Real
Debate. Marketing Intelligence and Planning, 7 (7/8): 29-32.
5. Clare Coulson 2004, Jan 20 . What treats has Carrie got in store for us?
Telegraphe.co.uk. Retrieved June 21, 2010, from
http://www.telegraph.co.uk/fashion/style/3320103/What-treats-has-Carrie-got-
in-st ore-for-us.html
6. Doyle, P. (1990), "Building Successful Brands: The Strategic Options", Journal
of Consumer Marketing, Vol. 7 No. 2, pp. 5-20.
7. Farquhar, Peter H. (1989) Managing Brand Equity. Journal of Advertising
Research, 30:7-12.
8. King, S. (1991). Brand-Building in the 1990s. Journal of Consumer Marketing,
8(4): 43-52.
9. Keller K. L. (1993) ‘Conceptualizing, Measuring and Managing Customer-based
Brand Equity’, Journal of Marketing 57, January, 1–22.
10. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation
and Control. NJ: Prentice Hall.
11. Kolter, P. (1998). Marketing Management : Analysis, Planning Implementation
and Control 7th Edition . New Jersey: Prentice Hall International Inc.
12. Kotler, P. (1999) Marketing Management: Analysis, Planning, Implementation
and Control. 9th Edition, New Jersey: Prentice Hall International Inc.
13. Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation,
and Control, 10th Edition, New Jersey: Prentice Hall International Inc.
14. Line, M, B. (1997). Citation analysis. International Library Review.
15. Line, M. B. (1979). The Influence of the type of sources used on the results of
citation analysis. Journal of Documentation, 283: 9.
16. Maurice, I. Mandell (1985). Marketing, 3rd ed., New Jersey: Prentice-Hall.
17. McCarthy, Jerome E. (1981). Basic Marketing: A Managerial Approach
Homewood, 7th ed. Illinois: Richard D. Irwin Inc.

11
18. Onkvisit, S. & Shaw, J.J. (1991). The International Dimension of Branding:
Strategic Consideration and Decision. International Marketing Review, 6(3):22-
34.
19. Root, F. (1982). Foreign Market Entry Strategies. New York: AMACOM.
20. Saunders, M.N., Lewis, P., and Thornhill, A. (2009) Research methods for
business students. Pearson. New Jersey.
21. Terpstra, V. (1983). International Marketing 3rd ed., Tokyo: Holt-Saunders

International Editions.

22. www.shiatzychen.com. (n.d.). SHIATZY CHEN ONLINE BOUTIQUE. [online]

Available at: https://www.shiatzychen.com/goods/list?categoryId=2.

12
 23/24
ASSESSMENT COVER SHEET

This cover sheet must be completed and submitted with all work including essays,
Dissertations and practical work (with the exception of oral assessments). Please ensure that
you complete it in FULL indicating the Unit Title and Unit Code (these can be found in your
course guide and on the project briefs) and Word Count.

You must attach this form to your work.

Surname First Name

YI CHEN
Unit Title Unit Code
Masters Project EBSC7540
Project/Component/Essay/Dissertation Title

Course Unit Leader

Masters Project Farzam Bonabj
Year of Study (e.g. 1st/2nd etc.) Submission Date
1st 18,03,2024

For written work (essay, dissertation) please also confirm:

Word Count

Use of proof-reader/proof-reading service YES NO

(see guidance contained in Academic
Misconduct Regulations on appropriate use)
If ‘yes’, please specify which service (e.g.
Grammarly, Studiosity, etc.)

For practical work please also complete:

Describe the type and volume of work you are attaching Received
(e.g. 1 x journal, 4 x images) by:
1. 1 x dissertation proposal pdf., 3 x figures
2. 1 x Research Risk Assessment
3. 1 x Research Risk checklist
4. Staff
5. initials

By submitting this assessment you are confirming that you have understood and are
complying with the University’s Academic Misconduct Regulations (available to view
under Student Regulations on myUCA).

Plagiarism Detection (Turnitin)

UCA uses Turnitin (an on-line text matching tool) to help identify cases of
plagiarism. Turnitin will compare a submitted assignment with a database of journal articles,
books, web pages and previously submitted assignments. For more information on
plagiarism and Academic Integrity please see:
https://mylibrary.uca.ac.uk/friendly.php?s=academicintegrity

Signature (Student): ___________________________ Date: _____________________

Research Risk Assessment.

To be completed and inserted in Appendices in your work.

Student name: YI CHEN

Student course: Masters project

Will your research involve offsite travel i.e., fieldwork or travel to another Yes No
country?

If Yes, you need to complete the rest of this form (Parts A, B, C and D).

If No, you only need to sign and date the boxes below and include this form in the appendices of
your work.

My research does not involve offsite fieldwork or travel

Signature: Date:

Parts A-D (only to be completed if your research involves offsite fieldwork or travel)

Part A: Key information

Details of place(s) to be visited:

Purpose of visit(s):

Visit dates:

Emergency contact name and telephone number while you are away:
Name:

Tel:
Emergency contact number at UCA i.e., Unit Leader or Head of School:
Name:
Position:
Tel:
Part B: Risk/hazard Assessment

Use the table below to identify any hazards.

If a hazard is identified, calculate the risk by inserting 1 (low risk), 2 (medium risk) or 3 (high risk) into
the Severity (S) and Likelihood (L) boxes and then multiplying the two scores to get the Overall (O)
risk. If you identify a risk, give a brief summary of the control measure you will take.

The first row provides an example.

Hazard Y/N S L O Control measure

(1-3) (1-3)
Example: Money runs out Y 3 1 3 Access more money from family

Slips, trips and falls

Lone working

Detachment of/from group

Incidents requiring first aid

Personal attack
Theft
Impact of disability/medical
conditions
Incident arising from
transportation
Unsuitable accommodation
Driving
Workshop/machinery/processes
Exposure to hazardous
substances
Access and egress arrangements
Political unrest
Disease or infection
Terrorist attack
Part C: Student Travel Checklist

Check Comment
Access Travel arrangements to, from at location YES/NO
arranged
Accommodation for whole of itinerary YES/NO
organised
Additional insurance, if necessary, YES/NO
arranged.
Pre-planning Travel document ordered/received YES/NO
Local conditions evaluated YES/NO
Risk assessment made YES/NO
Health questions completed and action YES/NO
taken
Next of kin and GP recorded YES/NO
Medical problems noted YES/NO
Vaccination (tetanus, plus any other YES/NO
suggested for the area to be visited
Draft Itinerary available YES/NO
Health First-aid kit(s) organised YES/NO
Medication to cover the fieldwork period YES/NO
organised (if applicable)
Welfare Drinkable water or water purification YES/NO
tablets available
Access to food (dietary requirement – if YES/NO
applicable)
Personal Risk of attack assessed and provided for (if YES/NO
necessary)
Method of routine communication YES/NO
established
System for communication in an YES/NO
emergency in place
Accident and emergency plans in place YES/NO
Physical hazards Normal weather for the area e.g. hot and YES/NO
sunny (sun protection factor) recognised.
Biological hazards Venomous, lively or aggressive animals YES/NO
considered
Plan risk assessed YES/NO
Final check All travel documents ready YES/NO
Insurance cover checked YES/NO
Insurance card obtained YES/NO
Itinerary checked and up-to-date YES/NO
Copy of itinerary included in your travel YES/NO
documents
Copy lodged with supervisor and Research YES/NO
Office
Emergency contact arrangements valid and YES/NO
operational
Research Ethics – Tier 1 Checklist (to be completed for all research proposals)

This Tier 1 Checklist must be completed for all research projects and approved at supervisor/school level.

Name of researcher YI CHEN

Title of proposed project: The Global Marketing Strategy of Luxury Fashion

Brand: SHIATZY CHEN

Student identification number 2313323

Email Jill0860421@gmail.com
Line Manager/Supervisor/Tutor Kathleen Hinwood

Brief outline of the project (250 words maximum):

To facilitate Taiwanese fashion luxury brands – SHIATZY CHEN in thoroughly penetrating the European
market and subsequently pave the way for other Taiwanese fashion luxury brands to enter the global
market, a strategic approach integrating market research, brand positioning, and effective marketing
initiatives is imperative.

Does the study involve human participants, directly or virtually (i.e., interviews or survey)?

If Yes, continue to Question 1.

If No, continue to question 12.

Issues that may indicate mitigation measures and/or ethical approval by Research Committee are
necessary
1 Does the study involve participants who are unable to give informed consent? (see Yes No
17.2a below)
2 Does the research involve sensitive topics? (see 17.2b) Yes No

3 Does the research involve groups where the permission of a gatekeeper is normally Yes No
required for initial access? (see 17.2c)
4 Is the research to be conducted without the full and informed consent of the Yes No
participant? (17.2d)
5 Does the research involve access to records of personal or confidential information Yes No
concerning identifiable individuals? (17.2e)
6 Does the research induce, or have the potential to induce, psychological stress, Yes No
anxiety or humiliation or to cause more than minimal pain? (17.2f)
7 Does the research involve, or have the potential to involve, intrusive interventions Yes No
that participants would not normally encounter, or which may cause them to reveal
information that could cause concern in the course of their everyday life? (17.2g)
8 Will the research take place outside the UK? Yes No

9 Will the research involve respondents to the internet or other visual/vocal methods Yes No
where respondents may be identified?
10 Will financial inducements (other than reasonable expenses and compensation for Yes No
time) be offered to participants?
11 Will the study involve NHS patients or staff? (17.8) Yes No

updated 2020 1
Research Ethics – Tier 1 Checklist (to be completed for all research proposals)

If you have answered Yes to any of the questions above, you should submit further details of measures to
mitigate ethical risks and a formal application for ethics approval using the UCA Research Ethics Tier 2
Application for Approval form. The form should be submitted to the Research Committee via the Research
Office.

If you answered No to all the above questions, then you do not need to submit your project for formal ethics
approval. You will need to complete the questions below and include a signed copy as an appendix in your
proposal and final project.

Further issues that require consideration in research good practice

12 Have the topic and any ethical implications been addressed with your supervisor/line Yes No
manager?
13 Does the topic merit further research of the kind being proposed and is it appropriate Yes No
to the level of study?
14 Do you, as the researcher, have the skills to carry out this research? Yes No

15 Are the participant information sheet or leaflet and consent forms appropriate? Yes NA No

16 Are the procedures for recruitment of participants and obtaining informed Yes NA No
consent appropriate?
17 Are the procedures for ensuring confidentiality/anonymity of respondent data Yes NA No
appropriate?
18 Has a risk assessment been carried out and the form completed, where Yes NA No
necessary?
19 If your work involves more than one participant, or a public facing research Yes NA NO
practice (eg., a participant performance in a public place, work with vulnerable
groups) have you included a detailed work and contingency plan, according to
regional and national variations on health conditions as advised by the UK Govt.

I have read the UCA Research Ethics Code of Practice This project complies with the UCA Research Ethics
Code of Practice
Signature Applicant: Signature Supervisor/Tutor:

Date: Date:


updated 2020 2
Research Ethics – Tier 1 Checklist (to be completed for all research proposals)

Below are extracts from the key areas of the UCA Research Ethics Code of Practice:
17. Consideration of Ethical Issues
17.1 As outlined under 3.1, all research is subject to ethical consideration and requires an assessment of ethical risk, taking
into account professional codes of practice where these exist, as well as subject specificity.

17.2 The following research would normally be considered as involving more than minimal risk and therefore requires
documented measures to mitigate potential risks, and consideration by the University Research Committee:
a. Research involving vulnerable groups or individuals, for example children and young people under 18, those with a
learning disability or cognitive impairment, or individuals in a dependent or unequal relationship.
b. Research involving sensitive topics such as:
- Sexual behaviour
- Illegal, political or religious behaviour
- Experience of violence, abuse, exploitation and/or other racist or sexist behaviour
- Mental health
- Physical health and treatment.
c. Research involving groups where the permission of a gatekeeper is normally required for initial access to members
e.g. ethnic or cultural groups, native peoples or indigenous communities.
d. Research involving deception or which is conducted without participants’ full and informed consent at the time
the study is carried out.
e. Research involving access to records of personal or confidential information concerning identifiable individuals.
f. Research that would induce psychological stress, anxiety or humiliation or cause more than minimal pain.
g. Research involving intrusive interventions such as vigorous physical exercise, where participants would not
normally encounter such interventions, or which may cause them to reveal information that causes concern in the
course of their everyday life.

17.3 Vulnerable groups include any person(s) who may be precluded from giving informed consent. Note that this does not
necessarily include all groups whose consent is given by parents or by those in loco parentis. It should additionally be noted
that even in those circumstances the ‘real’ consent of those individuals under study should also be sought wherever
possible (sample consent forms are available from the Research Office).

17.4 Deceptive research is that which is undertaken when the investigator deliberately conceals or significantly
misrepresents his or herself, the true nature of the research or any other significant aspect of the research: examples may
include covert observation, the stating of a misleading research purpose or providing a misleading professional identity or
institutional affiliation on part of the researcher(s).

17.5 No specific approval is needed for research not covered within the categories detailed in Section 17.2, although all
projects must adhere to the principles laid out in this Code and the University requires all staff or students undertaking
research to ensure that at each stage of the process, research is undertaken in a professional and ethical manner.

17.6 In particular all researchers will ensure that:

• Respect for Intellectual Property Rights and Copyright law is maintained in compliance with University guidelines.
• Researchers will be open and transparent regarding the purpose, methods and possible uses of research.
• Researchers will maintain the right to anonymity of any research respondents/subjects, and highlight any possible
risks to staff or subjects arising from the research.
• Researchers will act within the law regarding the sourcing and use of research information and respect the
obligation to acknowledge support and collaboration.
• Researchers will at all times act within the law of the UK and the law of any other country within the research
being undertaken.

17.7 Research involving animals/animal tissue requires a license under the Animals (Scientific Procedures) Act 1986.
Research involving human tissue including its display requires a license under the Human Tissue Act (2004).
Experimentation / anatomical examination in human morbid anatomy requires a license under the 1984 Anatomy Act.

17.8 Research involving NHS patients or staff must be approved by NRES; see the NRES website for further information
(www.nres.npsa.nhs.uk). Research involving patients or staff of other medical providers must be ethically approved by
these institutions.

17.9 If there is any doubt as to whether a particular research project needs approval, advice should be sought, for staff,
from the Research Manager or Head of School, and for PGR students, from the Research Degrees Leader or supervisors.

updated 2020 3
Part D: Declaration Form (for use by students participating in off-site activities)

Course of Study
Year of Study
Name and address of next of kin
Contact number(s) of next of kin
Name, Address and telephone number of next
of your doctor
Do you have any of the following conditions
Asthma or bronchitis YES/NO
Heart condition YES/NO
Fits, faints of blackouts YES/NO
Severe headaches YES/NO
Diabetes YES/NO
Allergies to any known drugs YES/NO
Any other Allergies e.g. Food YES/NO
Other illness of disability YES/NO
Travel Sickness YES/NO
If you have answered yes to any of these questions, please give details here

Have you received the full vaccination against Tetanus in the last ten YES/NO
years?
(Vaccination is recommended: for further info:
http://www.patient.co.uk/showdoc/23068839/)
Are you currently receiving medical treatment of any kind from your YES/NO
doctor or hospital?
If the answer to either of the last two questions is YES, please give details here.

Do you have a special need that may affect your ability to undertake this YES/NO
visit or which may necessitate special support arrangements to help you to
undertake it?
If yes please give details here and we will contact you.

Are you currently supported by a Facilitator/Learning Support Assistant? YES/NO

If yes, would you require a Facilitator/Learning Support Assistant to attend YES/NO
the study visit?
Signed: Date: