Code |
Name of the Course Unit |
Semester |
In-Class Hours (T+P) |
Credit |
ECTS Credit |
MTT477 |
FASHION MANAGEMENT AND MARKETING |
5 |
4 |
3 |
5 |
GENERAL INFORMATION |
Language of Instruction : |
Turkish |
Level of the Course Unit : |
BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : |
Elective |
Mode of Delivery of the Course Unit |
- |
Coordinator of the Course Unit |
Assoc.Prof. METİN KUŞ |
Instructor(s) of the Course Unit |
|
Course Prerequisite |
No |
OBJECTIVES AND CONTENTS |
Objectives of the Course Unit: |
This course aims to provide the student with the comprehension of the effects of the strategies of the marketing concept occurred in the late 20th century and at the beginning of the 21st century on fashion design field. |
Contents of the Course Unit: |
The contents of this course include; the concepts of fashion and marketing, analysis of the historical process, the place of the Consumption concept in the 20th century, fashion within the scope of globalisation concept, marketing and designing. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
Define marketing concepts in the fields of fashion and design. |
Explain the place of the consumption concept in 20th century. |
Solve the marketing management activity as areal analysis. |
Criticise fashion brands by way of marketing strategies. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
Week |
Preparatory |
Topics(Subjects) |
Method |
1 |
- |
Proceeding plan, aim and describing the content of the course, general description of the course, sources to be used, methods to follow |
Brain storm, Lecture |
2 |
- |
Fashion theories and strategies |
Lecture |
3 |
Literature review |
Definition and history of marketing |
Lecture |
4 |
Literature review |
Relation between Fashion, Design and Marketing |
Lecture |
5 |
Literature review |
Relation between Fashion, Design and Marketing |
Lecture |
6 |
Literature review |
Target audience analysis in fashion marketing |
Lecture |
7 |
Literature review |
Target audience analysis in fashion marketing |
Lecture |
8 |
- |
MID-TERM EXAM |
- |
9 |
Research |
Technical Visit |
Case Study |
10 |
Literature review |
Marketing processes |
Case study, Individual study |
11 |
Literature review |
Marketing processes and fashion application analysis |
Case study, Individual study |
12 |
Literature review |
Strategies of fashion marketing and case study |
Case study, Individual study |
13 |
Literature review |
Strategies of fashion marketing and case study |
Case study, Individual study |
14 |
Literature review |
Fashion marketing in Turkish ready-made clothing sector |
Lecture |
15 |
Literature review |
Fashion marketing in Turkish ready-made clothing sector |
Lecture |
16 |
- |
FINAL EXAM |
- |
17 |
- |
FINAL EXAM |
- |
SOURCE MATERIALS & RECOMMENDED READING |
Easey, M. (2009). Fashion Marketing. 3rd Ed. Singapore: A John Wiley & Sons, Ltd., Publication. |
Hopkins, J. (2012). Fashion design the complete guide. Switzerland: AVA Publishing SA. |
Keller, K., L. (2013). Strategic brand management building, measuring, and managing brand equity. 4th Ed. New Jersey: Pearson Education, Inc., Publishing as Prentice Hall. |
Kapferer, J., N. (2008). The new strategic brand management: creating and sustaining brand equity long term. 4th Ed. Philadelphia: Kogan Page. |
Kotler, P., Keller, K. L. (2018). Pazarlama yonetimi. Istanbul: Beta Publishing. |
Kotler, P. (2018). A’dan z’ye pazarlama. Istanbul: Mediacat Publishing. |
Kotler, P., Kartajaya, H., Setiawan, I. (2018). Pazarlama 4.0. Istanbul: Optimist Book. |
Kotler, P. (2017). Pazarlamayi anlamak. Istanbul: Optimist Book. |
ASSESSMENT |
Assessment & Grading of In-Term Activities |
Number of Activities |
Degree of Contribution (%) |
Description |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES
KNOWLEDGE |
Theoretical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to know the basic concepts of Graphic Design and to define how these concepts are reflected in designs.
|
|
|
|
|
|
|
2 |
will be able to define the function of Graphic Design in communal and social contexts.
|
|
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to organize the relations between the target audience and the visual design.
|
|
|
|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to apply the past and current technical knowledge and methods in the field of Graphic Design with the competence required by the design process.
|
|
|
|
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to apply designs with appropriate combinations by considering the interaction of the field of Graphic Design with other disciplines.
|
|
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to behave according to the values of social, cultural, scientific and professional ethics in the design process of Graphic Design.
|
|
|
|
|
|
|
2 |
will be able to use and reflect quality, cultural values, environmental protection, occupational health and safety issues in the all kind of processes in the field.
|
|
|
|
|
|
|
3 |
will be able to implements planned tasks in the desired manner and on time by organizing comprehensive design processes in the field of Graphic Design in individual or group works.
|
|
|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to use and relate the information that obtained in Graphic Design education for higher academic education processes or different field disciplines.
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
will be able to explain the theorical and applicational knowledge related to the field of Graphic Design with using appropriate presentation and communication techniques.
|
|
|
|
|
|
|
2 |
will be able to use a foreign language at least at the B1 level of the European language portfolio.
|
|
|
|
|
|
|
3 |
will be able to use basic computer softwares, information and communication technologies and graphic design programs as required by the field.
|
|
|
|
|
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
wil be able to demonstrate....
|
|
|
|
|
|
|
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
Workload for Learning & Teaching Activities |
Type of the Learning Activites |
Learning Activities (# of week) |
Duration (hours, h) |
Workload (h) |
Lecture & In-Class Activities |
14 |
4 |
56 |
Preliminary & Further Study |
12 |
3 |
36 |
Land Surveying |
0 |
0 |
0 |
Group Work |
0 |
0 |
0 |
Laboratory |
0 |
0 |
0 |
Reading |
0 |
0 |
0 |
Assignment (Homework) |
0 |
0 |
0 |
Project Work |
0 |
0 |
0 |
Seminar |
0 |
0 |
0 |
Internship |
0 |
0 |
0 |
Technical Visit |
0 |
0 |
0 |
Web Based Learning |
0 |
0 |
0 |
Implementation/Application/Practice |
0 |
0 |
0 |
Practice at a workplace |
0 |
0 |
0 |
Occupational Activity |
0 |
0 |
0 |
Social Activity |
0 |
0 |
0 |
Thesis Work |
0 |
0 |
0 |
Field Study |
0 |
0 |
0 |
Report Writing |
0 |
0 |
0 |
Final Exam |
1 |
2 |
2 |
Preparation for the Final Exam |
5 |
3 |
15 |
Mid-Term Exam |
1 |
1 |
1 |
Preparation for the Mid-Term Exam |
5 |
4 |
20 |
Short Exam |
0 |
0 |
0 |
Preparation for the Short Exam |
0 |
0 |
0 |
TOTAL |
38 |
0 |
130 |
|
Total Workload of the Course Unit |
130 |
|
|
Workload (h) / 25.5 |
5,1 |
|
|
ECTS Credits allocated for the Course Unit |
5,0 |
|