COURSE UNIT TITLE

: FASHION BRAND MANAGEMENT AND MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
GIY 4226 FASHION BRAND MANAGEMENT AND MARKETING COMPULSORY 2 0 0 2

Offered By

Textile Technology

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

SENAY GÖKÇEN

Offered to

Textile Technology

Course Objective

At the end of this course, students will gain competence in fashion marketing and brand management activities of a clothing brand and its products in fashion business.

Learning Outcomes of the Course Unit

1   To Be Able to Make Market Research.
2   To Be Able to Understand the Importance of Brand Management.
3   To Be Able to List the Main Data Collection Methods in a Market Research.
4   To Be Able to Research the Fashion Industry, Brand Management and Today's Market Segments.
5   To Identify the Factors That Separate Visual Presentation of the Different Types of Marketing Techniques.
6   To Comprehend Different Types of Fashion Marketing Techniques Such As, Fashion Illustrations, Fashion Photography, Advertising, Magazine Publishing and Other Ways of Marketing Methods.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Brand Management and Market Research Concepts in Fashion Industry
2 Definition, Functions and Market Types of Marketing
3 Market Research Process, Basic Concepts of Marketing
4 Marketing Mix, Marketing Strategy, Major Data Collection Methods
5 Branding Process and Management in Fashion Marketing
6 The Definition of Branding, The Importance of Branding in Fashion
7 Mid-term Exams
8 Mid-term Exams
9 Key Opinions in Fashion Marketing
10 Fashion-Brand Concept, Importance of Product Life Cycle in Fashion Marketing
11 Key Fashion Steps, The Difference of Fashion Marketing Factors Compared to Other Marketing Methods
12 Competitive Environment in Fashion, Difference in Fashion Brand Management
13 Seasonal Factors in Fashion Business, Methods and Principles of Visual Marketing in Fashion
14 Fashion Advertising, Fashion Windows Designs, In-Store Design and Social Media Studies and Applications
15 Final Exam

Recomended or Required Reading

Main Source:
Lec. Senay Gokcen - Lecture Notes

Supplementary Books:
Fashion Marketing - Mike EASEY
Fashion Marketing (Workshop Notes) - Dario GOLIZIA
Fashion Marketing and Merchandising - Mary WOLFE
The End of Fashion (How Marketing Changed The Clothing Business Forever) - Teri AGINS
200 Skills Every Fashion Designer Must Have - Aisling McKEEFRY
The Business of Fashion: Designing, Manufacturing, and Marketing by Leslie Davis BURNS
Fashion Marketing Communications - Gaynor Lea GREENWOOD
Branded Beauty: How Marketing Changed the Way We Look - Mark TUNGATE
Pazarlama Ilkeleri - Vasfi Nadir TEKIN
Uluslararası Pazarlama - Dr. Cem M.KOZLU

References:
Related internet resources.

Planned Learning Activities and Teaching Methods

1 - Lectures
2 - Visual Presentations (Slide show and movie presentations)

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The success of the student will be evaluated by measuring the 6 Learning Outcomes and plus with the Midterm Exams, Final and Make-Up Exams.

Language of Instruction

Turkish

Course Policies and Rules

70% of course attendance is mandatory. In case of detection of any copy content on the Exams and work sheets, student work will be excluded from the assessment.

Contact Details for the Lecturer(s)

Lec. Senay GÖKÇEN
Dokuz Eylül University
Izmir Vocational School
Department of Technical Programs
Textile Technology Program
Buca/IZMIR
E-mail: senay.gokcen@deu.edu.tr
Phone: +902323012626

Office Hours

According to the current course schedule, Office Hours will be announced later.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 2 24
Preparations before/after weekly lectures 8 1 8
Preparation for midterm exam 1 6 6
Preparation for final exam 1 10 10
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 50

Contribution of Learning Outcomes to Programme Outcomes

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CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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