FACULTY OF FINE ARTS AND DESIGN
Department of Textile and Fashion Design
FA 390 | 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 | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionQ&ALecture / Presentation | |||||
| 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 to fashion advertising campaigns in the global fashion market. |
|
|
Core Courses | |
| Major Area Courses | ||
| Supportive Courses |
X
|
|
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the course General introduction to Global Brand Communication | |
| 2 | The importance of branding, The Fashion Brand | Lloyd C Harris, Philip Kotler, Gary Armstrong, Hongwei He, Principles of Marketing, (2020),Chapter 8: Products, Services and Brands: Building Customer Value |
| 3 | Fashion Brand Communication & Fashion Advertising | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 3: Tools and Media Channels |
| 4 | 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 | Fashion and the Entertainment Industry – Mid term Project deadline | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 6: Celebrity Endorsement |
| 8 | International Fashion Marketing Communications | ‘’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 9: International Fashion Marketing Communications |
| 9 | Fashion Shows and Fashion Weeks | ’’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 8: Trade Marketing Communications |
| 10 | Global Consumers of Fashion | ‘’The Why of the Buy’’, Patricia Mink Rath, Stefani Bay,Richard Petrizzi, Penny Gill, Fairchild Books,Inc, (2015), Chapter 14: Global Consumers of Fashion and Design |
| 11 | Trend & Color Forecasting | ’’Color Forecasting For Fashion’’, Kate Scully, Debra Johnston Cobb, Laurence King Publishing, (2012), Chapter 1: What is Color Forecasting? |
| 12 | Fashion PR | ’’Fashion Marketing Communications’’, Gaynor Lea –Greenwood, John Wiley&Sons,Ltd., (2013), Chapter 5: The Role of Public Relations |
| 13 | FINAL PROJECT PRESENTATIONS | |
| 14 | FINAL PROJECT PRESENTATIONS | |
| 15 | Semester Review | - |
| 16 | Semester Review |
| Course Notes/Textbooks | ‘’Fashion Marketing Communications’’, Gaynor Lea-Greenwood, John Wiley&Sons,Ltd., (2013) ISBN: 978-1-405-15060-6 |
| Suggested Readings/Materials | Lloyd C Harris, Philip Kotler, Gary Armstrong, Hongwei He, , Principles of marketing, 8th European Edition, (2020) ISBN: 978-1-292-26956-6 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 |
1
|
45
|
| Project |
1
|
30
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| 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 |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
2
|
32
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
| Study Hours Out of Class |
5
|
2
|
10
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
6
|
6
|
| Presentation / Jury |
1
|
25
|
25
|
| Project |
1
|
15
|
15
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
0
|
||
| 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. |
|||||
| 5 | To be able to analyze and integrate the particular local and regional needs and of their profession. |
|||||
| 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. |
|||||
| 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). |
|||||
| 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
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