- Course Code
- MOD428
- Semester
- Eighth Term (Spring)
- Theory+Practice
- 3 + 0
- ECTS
- 4
| Course Type | Compulsory Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | 4 |
|---|
| Semester | Eighth Term (Spring) |
|---|
| ECTS | 4 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- have knowledge about market and marketing concepts.
- have knowledge about the effect of consumer characteristics on the market.
- have knowledge about fashion and brand concepts.
- have knowledge of fashion marketing activities.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | - |
|---|
| Course Description | Giving information about the general marketing concept, Marketing strategies in the context of the fashion industry. Purchasing behavior, target market analysis, consumer profile analysis. Brand, brand personality, brand image concepts. Examination of pricing, promotion and distribution activities. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Presentation of Course Content and Distribution of Homework |
|
2nd Week |
Consumption, Consumer, Fashion and Shopping Concepts Customer Attribute, Target Audience |
|
3rd Week |
Definition and Content of Fashion and Marketing, Fashion Marketing Research |
|
4th Week |
Fashion Marketing Research |
|
5th Week |
Planning in Fashion Marketing |
|
6th Week |
Product Creation in Fashion Marketing |
|
7th Week |
Midterm |
|
8th Week |
Pricing in Fashion Marketing |
|
9th Week |
Distribution Channels in Fashion Marketing |
|
10th Week |
Promotion Activities in Fashion Marketing |
|
11th Week |
Fashion Marketing and Creating a Store Atmosphere |
|
12th Week |
Fashion Marketing Structure and Strategies of the Ready-to-Wear Sector |
|
13th Week |
Marketing Strategies And Brand Stories Student Report Presentations |
|
14th Week |
Student Presentations |
|
| Recommended or Required Reading | Easey, M. (Ed.). (2009). Fashion marketing. John Wiley & Sons.
Posner, H. (2011). Marketing fashion. Hachette UK. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Questions/Answers
- Presentation
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
2 |
28 |
| Preparation for Final exam |
7 |
2 |
14 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
7 |
2 |
14 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
14 |
1 |
14 |
| Total Work Load | 116 |
| Total Work Load / 30 (h) | 3.86 |
| ECTS Credit of the Course | 4 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
Programme Qualifications / Learning Outcomes
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