FA 390 | Course Introduction and Application Information - Department of Textile and Fashion Design

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	Discussion Q&A Critical feedback Jury Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Öğr. Gör. Beliz GÜNDURU
Course Lecturer(s)	Öğr. Gör. Beliz GÜNDURU
Assistant(s)	-

Course Objectives	The objective of this course is to generate an understanding 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 fashion advertising from various perspectives. to describe fashion advertising campaigns in different media, incorporating all elements of fashion from clothing to accessories. to analyze the campaigns of global fashion brands. to discuss the communication styles of fashion brands within their own creative projects.
Course Description	In this course, the main concepts of brand communication in fashion will be introduced. The communication strategies of major brands within the global fashion market will be critically analyzed to identify and evaluate diverse approaches in this field.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to the course, General introduction to Global Brand Communication	Lloyd C Harris, Philip Kotler, Gary Armstrong, Hongwei He ‘’Principles of marketing’’ chap.19 (Pearson,2023), 574-587
2	The importance of branding, The Fashion Brand	Lloyd C Harris, Philip Kotler, Gary Armstrong, Hongwei He ‘’Principles of Marketing’’, (2020), chap.8 (Pearson, 2020) 230-260
3	Fashion Brand Communication	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.2: Marketing Strategy 8-16
4	Fashion Advertising, Fashion Communications on Media	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.3: Tools and Media Channels, chap.4: The Power of Magazines 17-50
5	Digitalization of Fashion Communication	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.12: 182-192
6	Digitalization of Fashion Communication 2	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.12: 182-192
7	The Business of Influence - mid-term project submission deadline	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.6: 73-88
8	Experiential Fashion	Shaz Smilansky, ‘’Experiential Marketing_ A Practical Guide to Interactive Brand Experiences’’- (Kogan Page,2009), chap.3: 3-28
9	MIDTERM WEEK
10	Fashion Trends- Trend Forecasting	Hyejeong Kim, Ann Marie Fiore, ‘’Fashion Trends_ Analysis and Forecasting’’, (Berg Publishers,2011), chap.1 1-20 , chap.3 45-63
11	Color Forecasting	Kate Scully, Debra Johnston Cobb, ‘’Color Forecasting For Fashion’’, (Laurence King Publishing, 2012), chap. 1 1-20, chap.3-4 45-90
12	International Fashion Marketing Communications	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.9: 133-145
13	Fashion PR	Gaynor Lea –Greenwood, ‘’Fashion Marketing Communications’’, (John Wiley&Sons,Ltd.2013), chap.5: 54-72
14	FINAL PROJECT PRESENTATIONS
15	FINAL PROJECT PRESENTATIONS	-
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, 8^thEuropean 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

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

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	14	1	14
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	7	7
Presentation / Jury	1	20	20
Project	1	15	15
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam			0
		Total	120

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	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).	-	-	-	-	-
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.	-	-	-	-	-