COURSE UNIT TITLE

: 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 4210 BRAND MANAGEMENT AND MARKETING COMPULSORY 1 1 0 2

Offered By

Textile Technology

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

INSTRUCTOR SENAY GÖKÇEN

Offered to

Textile Technology

Course Objective

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

Learning Outcomes of the Course Unit

1   Make market research.
2   Understand the importance of brand management.
3   List the main data collection methods in a market research.
4   Research the fashion industry, brand management and today's market segments.
5   Identify the factors that separate visual presentation of the different types of marketing techniques.
6   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 in the Fashion Industry, Market Research Definition, Benefits, Usage and Reasons
2 Definition of Marketing, Functions, Types of Market and Marketing Strategies
3 Determination of the Market Research Process and Stages
4 Major Data Collection Methods of the Market Research
5 Marketing Process of Clothing and Fashion-Brand Concept
6 Brand Marketing, Brand Management and Configuration, Branding Definition, Importance of Branding in Clothing Market
7 Midterm Exams
8 Midterm Exams
9 Branding in Marketing Functions
10 Factors Affecting the Success of Branding
11 Fashion Marketing and Branding Criteria
12 Differentiating Factors and Methods in Fashion Marketing Towards Other Marketing Activities
13 Visual Marketing Methods and Procedures in Fashion Business
14 Determination of Visual Marketing Criteria and Methods of Use and Different Types of Presentation: Fashion Illustration, Fashion Photography, Fashion Advertising, Fashion Magazine Publishing, Fashion Fair, Exhibition Stand Design, Fashion Shows, Showroom Presentations, Installations, Display Design

Recomended or Required Reading

Main Source:
Lec. Senay Gokcen - Lecture Notes

Supporting Resources:
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
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 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
+90232 3012626
senay.topcu@deu.edu.tr
senay@fashiontrendsetter.com

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 1 12
Case study 12 1 12
Preparations before/after weekly lectures 3 1 3
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 44

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

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