FFD 403 | Course Introduction and Application Information - Department of Textile and Fashion Design

Course Name

Market Research for Designers

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
FFD 403	Spring	2	2	3	5

Prerequisites	None
Course Language	English
Course Type	Required
Course Level	First Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Group Work Problem Solving Q&A Critical feedback Lecture / Presentation Field work/Application
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Beliz GÜNDURU
Assistant(s)	-

Course Objectives	The objective of this course is to provide information for marketing, fashion marketing, consumer behavior and market research from the perspective of fashion industry.
Learning Outcomes	The students who succeeded in this course; will be able to define the marketing and its core concepts in the design field will be able to discuss the fundamentals of fashion marketing will be able to define the marketing research process, the kinds of information it can provide, and how it is used by marketing management will be able to compare alternative research methods and their relative strengths and weaknesses will be able to discuss core underlying reasons behind the behaviours of consumers.
Course Description	This course provides a broad overview of marketing in the fashion and design field, marketing research and consumer behaviors from a fashion industry perspective.
Related Sustainable Development Goals

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

Week	Subjects	Related Preparation
1	Introduction To The Course
2	General introduction to Marketing	McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter 1 Philip Kotler, Gary Armstrong-Principles of Marketing - Global Edition-Pearson (2015),Chapter 1
3	Fashion Marketing	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship
4	Consumer Behaviour	McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter 1
5	Consumer Behaviour in the Fashion and Design Field	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 1
6	Market Research	McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter: Problem Defi nition, Exploratory Research, and the Research Process
7	Market Research Process	McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter: Problem Defi nition, Exploratory Research, and the Research Process
8	Market Research to understand Consumer Behaviour	McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013)
9	Mid- Term Project Presentations
10	To gain Customer Insights	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 13: How Fashion Consumers Buy
11	To gain Customer Insights	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 13: How Fashion Consumers Buy
12	Consumer Decision Making	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014) Chapter 13: How Fashion Consumers Buy
13	Global Consumers of Fashion and Design	Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 14: Global consumers of fashion and design
14	Final Project Presentations
15	Semester Review
16	Semester Review

Course Notes/Textbooks

McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013) ISBN: 978-1-118-24932-1

Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014) ISBN: 978-1-60901-898-6

Suggested Readings/Materials

Philip Kotler, Gary Armstrong-Principles of Marketing - Global Edition-Pearson (2015) ISBN: 978-1-292-09248-5

Consumer Behavior and Fashion Marketing - Fairchild Books (2014) ISBN: 13: 978-1-60649-904-7

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques	1	30
Portfolio
Homework / Assignments	1	20
Presentation / Jury
Project	1	40
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	1	25	25
Portfolio			0
Homework / Assignments	1	22	22
Presentation / Jury			0
Project	1	25	25
Seminar / Workshop			0
Oral Exam			0
Midterms			0
Final Exam			0
		Total	150

#	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.	-	-	-	-	-