COURSE SYLLABUS

FASHION AND BRAND MANAGEMENT

1	Course Title:	FASHION AND BRAND MANAGEMENT
2	Course Code:	MOTS213
3	Type of Course:	Optional
4	Level of Course:	Short Cycle
5	Year of Study:	2
6	Semester:	3
7	ECTS Credits Allocated:	3
8	Theoretical (hour/week):	2
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Öğr. Gör. GİZEM GÜRTEKİN
16	Course Lecturers:	Meslek Yüksekokulları Yönetim Kurullarının görevlendirdiği öğretim elemanları.
17	Contactinformation of the Course Coordinator:	Öğr. Gör. Gizem ANŞİN GÜRTEKİN gizem@uludag.edu.tr
18	Website:
19	Objective of the Course:	Using their knowledge of fashion and marketing to offer students a branded product creating, pricing, distribution and promotion activities to be able to plan and manage and implement effectively, ready-to-wear industry and to provide basic and up-to-date knowledge in the field of haute couture
20	Contribution of the Course to Professional Development	Drawing attention to the fashion industry and the world of fashion marketing activities of brands operating in Turkey, fashion brand products in brand value, creating brand identity and brand image of the nation in the international markets by transferring the basics of trademark management, fashion current trends in the retail sector A general point of view has been gained.

Learning Outcomes:

1	Defines the concepts of fashion and marketing;
2	Understands the marketing mix-analysis-strategies.;
3	Explain the concept of brand;
4	Brand management, strategies define the fashion brand concepts.;
5	Gains knowledge of product price distribution processes in fashion marketing.;
6	Learns consumer behavior;
7	Analyzes the brand management process.;
8	Creating a brand product with branding information, marketing that will provide pricing, promotion and distribution wins his skill.;

22	Course Content:

Week	Theoretical	Practical
1	Explaining the general framework of the course, the method of processing, the assignment to be submitted at the end of the term Giving information about
2	Definition of basic concepts of marketing General description of marketing principles
3	General description of marketing principles
4	The definition of the concept of fashion, its development with marketing relationship and the place of marketing in fashion, marketing mix
5	Marketing mix and functions
6	What is a brand? Brand related concepts
7	Fashion and brand relationship
8	The place and importance of branding in fashion Studies on the way to branding
9	Product pricing in fashion marketing, distribution channels-strategic marketing and Examination of promotion studies
10	Brand management in the fashion industry
11	Brand management in the fashion industry
12	Consumer behavior
13	Current examples in fashion brands
14	Current examples in fashion brands

23	Textbooks, References and/or Other Materials:	- BORÇA, G. (2007). Bu Topraklardan Dünya Markası Çıkar. 9. Baskı, İstanbul, MediaCat Yayınları. - CRANE, D.(2000). Moda ve Gündemleri. 1. Baskı, (Özge ÇELİK), İstanbul, Ayrıntı Yayınları. - ÇİVİTCİ, Ş. (2004). Moda Pazarlama, 1. Baskı, İstanbul, Asil Yayınları. - DAVIS, F. (1997). Moda, Kültür ve Kimlik, 1. Baskı, (Çev. Özden ARIKAN), İstanbul, YKY Yayınları. - HAKKO, C. (1983). Moda OIgusu, 1. Baskı, Ankara, Vakko Yayınları. - TUNGATE, M. (2006). Modada Marka Olmak. 1. Baskı, (Çev. Günhan GÜNAY), İstanbul, Rota Yayınları. - Philip Kotler ve Waldemar Pfoertsch; “B2B Marka Yönetimi”, Media Cat Yayınları, 2010
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course	Measurement and evaluation is carried out according to the priciples of Bursa Uludag University Associate and Undergraduate Education Regulation.
Information	Results are determined with the letter grade determined by the student automation system.

ECTS / WORK LOAD TABLE

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High