| Course Name | Fashion Brand Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| FA 390 | Fall/Spring | 2 | 2 | 3 | 4 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The objective of this course is to generate intelligence about future directions in the fashion world by examining all aspects of fashion brand communication and to analyze its implementation in various communication channels. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course introduces the main aspects of fashion brand communication. It compares different approaches of fashion advertising campaigns in the global fashion market. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | X | |
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course General introduction to Global Brand Communication | |
| 2 | The importance of branding, The Fashion Brand | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 2: Marketing Strategy |
| 3 | Fashion Brand Communication, General introduction to Fashion Marketing & Advertising | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 3: Tools and Media Channels |
| 4 | Fashion Advertising & Fashion communications on media | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 2 : Tools and Media Channles & Chapter 3: The Power of Magazines |
| 5 | Digitalization of fashion communication | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter: The changing landscape of media communications |
| 6 | Digitalization of fashion communication – Influencer Marketing | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter: The changing landscape of media communications |
| 7 | MIDTERM PROJECT PRESENTATIONS | |
| 8 | Fashion and the Entertainment Industry & The Effect of Celebrities in Fashion Advertisements: ‘’The use of celebrity endorsement as an advertising technique’’ | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 6: Celebrity Endorsement |
| 9 | International Fashion Marketing Communications & Marketing Fashions Globally | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 9: International Fashion Marketing Communications |
| 10 | Creative Fashion Projects / Fashion Communication and PR | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 5: The Role of Public Relations |
| 11 | Fashion Trends & Fashion Forecasting | Research about WGSN |
| 12 | Experiential Marketing and Fashion | Experiential Marketing, Kerry Smith and Dan Hanover, John Wiley & Sons,(2016) |
| 13 | Communication styles of Fashion Designers | Web research about contemporary fashion designers |
| 14 | FINAL PROJECT PRESENTATIONS | |
| 15 | Review of the semester | - |
| 16 | Review of the semester |
| Course Notes/Textbooks | ‘’Fashion Marketing Communications’’, Gaynor Lea-Greenwood, John Wiley&Sons,Ltd., (2013) ISBN: 978-1-405-15060-6 |
| Suggested Readings/Materials | Experiential Marketing, Kerry Smith and Dan Hanover, John Wiley & Sons,(2016) ISBN: 9781119145875 Marieke de Mooij, Global Marketing, and Advertising 4th edition, 2010 ISBN: ISBN-13: 978-1452257174 Fashion Magazines; Vogue, Glamour, Instyle, Elle (Turkish&Global Editions) BOF: www.businessoffashion.com |
| Semester Activities | Number | Weighting |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 15 |
| Presentation / Jury | ||
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 35 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 2 | 32 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | 2 | |
| Study Hours Out of Class | 0 | ||
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 6 | |
| Presentation / Jury | |||
| Project | 1 | 25 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 25 | |
| Final Exams | |||
| Total | 120 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to develop and design a collection independently. | |||||
| 2 | To be able to do maintain a design research individually or as a team. | X | ||||
| 3 | To be able to develop entrepreneurship- and managerial skills for a future professional practice. | X | ||||
| 4 | To be able to understand, interpret and apply theoretical knowledge in fashion and textile design. | X | ||||
| 5 | To be able to analyze and integrate the particular local and regional needs and of their profession. | X | ||||
| 6 | To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice. | X | ||||
| 7 | To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products. | |||||
| 8 | To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design. | |||||
| 9 | To be able to develop an ongoing analytical and professional approach to academic and design research. | X | ||||
| 10 | To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest. | X | ||||
| 11 | To be able to collect data in the areas of fashion and textile design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). | X | ||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. | |||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
