COURSE INTRODUCTION AND APPLICATION INFORMATION


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;
  • to discuss the role and the importance of fashion brand communication in the global fashion world.
  • to define all aspects of fashion advertising.
  • to describe creative advertising projects of all fashion items in detail.
  • to analyze the campaigns of fashion brands.
  • to discuss fashion brands’ communication styles in their concept projects.
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.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
X
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

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

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
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

ECTS / WORKLOAD TABLE

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

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
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