FASHION AND BRANDING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
MTT478	FASHION AND BRANDING	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	Prof. ASLI ALBAYRAK
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 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:	Contents of the course include; the concepts of brand and branding, analysis of the historical process, the place of the concept of consumption in the 20th century, relations of culture and behaviour with designing, examination of the corporate identity designing with fashion design samples, subjects of fashion as part of globalisation concept brand and design.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Define the concepts of brand and branding in the field of fashion and design.
Explain the place of the consumption concept in the 20th century.
Solve the magnitude of the corporate identity design on firms.
Criticise the fashion design processes on branding.

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 Strom, Lecture
2	Literature Review	Definition of brand, the history of branding in Turkey and in the world	Lecture
3	Literature Review	Brand management process; brand image, brand equity, brand loyalty, brand awareness, perceived quality, brand association	Lecture
4	Literature Review	Brand designing process; explanation of brand identity, personality, brand name, symbol, logo, slogan	Lecture
5	Literature Review	Brand and differentiation, relation between corporate identity and brand concept	Lecture
6	Literature Review	Branding strategies	Lecture, Case study
7	Literature ReviewLiterature Review	Branding strategies	Lecture, Case study
8	-	MID-TERM EXAM	-
9	Literature Review	Branding strategies	Lecture, Case study
10	Research	Technical Visit	Case study
11	Literature Review	Branding strategies	Lecture
12	Literature Review	Branding strategies	Lecture
13	Literature Review	Stories of leader brands of branding in the field of fashion design	Lecture
14	Literature Review	Stories of leader brands of branding in the field of fashion design	Lecture
15	Literature Review	Stories of leader brands of branding in the field of fashion design	Lecture
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Aaker, D. (2018a). Guclu markalar yaratmak. Istanbul: Mediacat Publishing.
Aaker, D. (2018b). Markalama: Basariya ulastiran 20 temel ilke. Istanbul: Mediacat Publishing.
Arslan, K. (2009). Moda Tasarimi MUSIAD Arastirma Raporlari:60. Istanbul: Mavi.
Berg, J., V., D., Behrer, M. (2016). Markalar nasil genc kalir. Istanbul: Mediacat Publishing.
Calderin, J. (2013). The fashion design, reference and specification book. US: Rockport Publishers, Inc.
Hopkins, J. (2012). Fashion design the complete guide. Switzerland: AVA Publishing SA.
Idris, K. (2003). Marka olmak: Kucuk ve olcekli isletmeler icin markalarin tanitimi. Sayı:1, Turk Patent Enstitusu, Ankara:Wipo.
Okonkwo, U. (2007). Luxury fashion branding. China: Palgrave Macmillan.
Ries, A. ve Ries L., (2005). Marka yaratmanin 22 kurali. Istanbul: Mediacat Publishing.
Sorger, R., Udale, J. (2013). Moda tasariminin temelleri. Akademik Temeller Dizisi:10. Istanbul: Literatur Publishing.
Tungate, M., (2006). Modada marka olmak. Istanbul: Rota Publishing.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to define the working areas and responsibilities of all staff working in the food and beverage sector by considering the occupational safety rules

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to know the science behind cooking.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to develop healthy, natural, additive-free, original food formulas by understanding the the chemical reactions underlying the cooking process as well as being aware of the effects of various cooking processes on structural, sensory and chemical attributes of food.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to use their knowledge and skills related to gastronomy in the sector by evaluating cultural background of Turkish and World Cuisines
2	Will be able to create individual menus using the principle of healthy eating plate.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to prepare projects within the framework of ethical values by following international developments related to gastronomy discipline.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to adapt easily to developments in information and communication Technologies by using life-long learning skills in business or academic life.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to interpret different approaches in interdisciplinary studies or business life by comparing them.
2	Will be able to tell the ethical implications of their decisions and actions according to different cultural, social, humanitarian and political perspectives.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Will be able to calculate the cost of an accommodation establishment by creating a financial plan.
2	Will be able to explain the chemistry of food by using the knowledge of molecular gastronomy.
3	Will be able to demonstrate responsible behavior for global environmental issues through their professional career according to sustainability criteria.

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	13	3	39
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	4	3	12
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