TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	4
SEMESTER	Eighth Term (Spring)
NUMBER OF ECTS CREDITS ALLOCATED	4
NAME OF LECTURER(S)	Associate Professor Mustafa Fikret Ateş
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) have knowledge about market and marketing concepts. 2) have knowledge about the effect of consumer characteristics on the market. 3) have knowledge about fashion and brand concepts. 4) have knowledge of fashion marketing activities.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	-
COURSE DEFINITION	Giving information about the general marketing concept, Marketing strategies in the context of the fashion industry. Purchasing behavior, target market analysis, consumer profile analysis. Brand, brand personality, brand image concepts. Examination of pricing, promotion and distribution activities.
COURSE CONTENTS	WEEK TOPICS 1st Week Presentation of Course Content and Distribution of Homework 2nd Week Consumption, Consumer, Fashion and Shopping Concepts Customer Attribute, Target Audience 3rd Week Definition and Content of Fashion and Marketing, Fashion Marketing Research 4th Week Fashion Marketing Research 5th Week Planning in Fashion Marketing 6th Week Product Creation in Fashion Marketing 7th Week Midterm 8th Week Pricing in Fashion Marketing 9th Week Distribution Channels in Fashion Marketing 10th Week Promotion Activities in Fashion Marketing 11th Week Fashion Marketing and Creating a Store Atmosphere 12th Week Fashion Marketing Structure and Strategies of the Ready-to-Wear Sector 13th Week Marketing Strategies And Brand Stories Student Report Presentations 14th Week Student Presentations
RECOMENDED OR REQUIRED READING	Easey, M. (Ed.). (2009). Fashion marketing. John Wiley & Sons. Posner, H. (2011). Marketing fashion. Hachette UK.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Questions/Answers,Presentation
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Total(%) 40 Contribution of In-term Studies to Overall Grade(%) 40 Contribution of Final Examination to Overall Grade(%) 60 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work 14 2 28 Preparation for Final exam 7 2 14 Course hours 14 3 42 Preparation for Midterm exam 7 2 14 Laboratory (including preparation) Final exam 1 2 2 Homework 14 1 14 Total Workload 116 Total Workload / 30 3,86 ECTS Credits of the Course 4
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No