Information Package
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Program of Textile and Fashion Design

MTT402

FASHION BRAND MANAGEMENT

Course Code
MTT402
Semester
Eighth Term (Spring)
Theory+Practice
2 + 0
ECTS
2
Course TypeCompulsory Course
Course LevelBachelor's Degree
Year of Study4
SemesterEighth Term (Spring)
ECTS2
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Explain the basic concepts of brand management.
  2. Learn brand strategies.
  3. Make strategic analysis for brands
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme Components-
Course DescriptionDrawing attention to the benefits of brand and branding. Addressing the theoretical and practical development areas of brand creation and brand management. Transferring strategic brand management issues related to brand identity, brand personality, brand image, brand awareness and brand equity.
Course Contents
WEEK TOPICS
1st Week Purpose and introduction of the course, brand and brand management
2nd Week Basic concepts of brand management
3rd Week Brand Strategies
4th Week Strategies for building and maintaining a brand
5th Week Developing a brand value measurement and management system
6th Week Brand management for international markets
7th Week Key features of strong global brands
8th Week Strategy analysis for brands
9th Week Midterm
10th Week Digital applications in brand management
11th Week Measuring the Source and Output of Brand Value
12th Week Introducing New Products, Naming and Brand Expansion
13th Week Design and Implementation of Branding Strategies
14th Week general evaluation
Recommended or Required ReadingMark Tungate, Modada Marka Olmak, 2006
Uğur Batı, Stratejik Marka Yönetimi, 2013
Mehmet Akif Çakırer, Marka Yönetimi ve Marka Stratejileri, 2013
Paul Temporal, İleri Düzey Marka Yönetimi, 2011
Harriet Posner, Marketing Fashion,2011
Naomi Klein, No Logo, 2002
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Questions/Answers
  • Case Study
  • Report Preparation
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Assignment 1 10
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz 1 2 2
Individual or group work 10 2 20
Preparation for Final exam 1 10 10
Course hours 2 14 28
Preparation for Midterm exam 1 2 2
Laboratory (including preparation) 0 0 0
Final exam 1 1 1
Homework 1 1 1
Total Work Load65
Total Work Load / 30 (h)2.16
ECTS Credit of the Course2
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

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