FASHION BRAND MANAGEMENT

MOD517

Course Code: MOD517
Semester: -
Theory+Practice: 3 + 0
ECTS: 10

Course Type

Elective Course

Course Level

Master's Degree With Thesis

Year of Study

Semester

ECTS

Name of Lecturer(s)

Professor Mustafa Fikret Ateş

Learning Outcomes

At the end of this course, the students;

evaluate the brand strategies of fashion businesses,
analyze how different fashion establishments manage their brands,
generate systematic and creative solutions for branding problems in the fashion industry,
evaluate the current issues affecting the competitive strategies in the fashion industry and the relationship between the brand,
evaluate the published works in the field of Fashion and brand management and produce a successful work.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

Course Description

In this course; brand concept and brand awareness will be explained. The concept of being a brand in fashion will be discussed and the branding strategies of companies will be examined through brand stories. The situation of the sector will be analyzed and solution proposals will be tried to be brought for a process together with academic publications examining the branding problematic.

Course Contents

WEEK	TOPICS
1^st Week	Basic concepts and explanations about the fashion industry
2^nd Week	Basic concepts of brand management
3^rd Week	Basic concepts of brand management
4^th Week	Brand Strategies
5^th Week	Strategies for building and maintaining a fashion brand
6^th Week	Strategies for creating and maintaining a fashion brand, Communication strategies
7^th Week	Measuring value in fashion brands
8^th Week	Fashion-brand management for international markets
9^th Week	Key features of strong global brands
10^th Week	Strategy analysis for fashion brands
11^th Week	Strategy analysis for fashion brands
12^th Week	Digital applications in brand management
13^th Week	Presentation of students' brand analysis studies
14^th Week	Presentation of students' brand analysis studies

Recommended or Required Reading

Mark 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

Discussion
Lecture
Questions/Answers
Problem Solving
Case Study
Practice
Project
Report Preparation
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	2	5	10
Preparation for Quiz
Individual or group work	14	14	196
Preparation for Final exam	1	20	20
Course hours	14	3	42
Preparation for Midterm exam	2	5	10
Laboratory (including preparation)
Final exam	1	12	12
Homework	2	5	10
Total Work Load			300
Total Work Load / 30 (h)			10
ECTS Credit of the Course			10

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4	LO5
K1
K2
K3	X	X	X	X	X
K4	X	X		X	X
K5			X		X