Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
MMT0013		FASHION BRAND MANAGEMENT	2/0/0	DE		2

Course Goals	The steps taken to make strategic decisions about brand management, to develop existing brands or to establish a new brand for those who are experienced industry workers in the fashion industry or those who want to own a fashion brand.
Prerequisite(s)	.
Corequisite(s)	.
Special Requisite(s)	-
Instructor(s)	Lecturer Nilgün Demirhan
Course Assistant(s)
Schedule	The course was not opened this year
Office Hour(s)	Instructor Nilgün Demirhan Friday 14:00-17:00 Istanbul Kultur University, Vocational School of Management, İncirli Campus, Yolbaşı S., 34147 Bakırköy/İstanbul. Phone: (0 212) 498 49 74 Office No: 4A-05
Teaching Methods and Techniques	-Lecture, Question&Answer, Moot, Brainstorm, Demonstration
Principle Sources	-Işıl Karpat Aktuğlu, Marka Yönetimi, İletişim Yayıncılık, İstanbul 2004 ISBN 9789750502958 -Mehmet Akif Çakırer, Marka Yönetimi ve Marka Stratejileri, Ekin Basım Yayın, İstanbul 2013 ISBN 9786055187491 -Prof. Dr. Ziynet Öndoğan ve Dr. Ece Nükhet Öndoğan, Moda ve Marka -Çakır, Ö. (2002). Profesyonel Yaşamda Kişisel İmaj. İstanbul: Yapı Kredi Yayınları. -Garcia, N. (2010).,TheLittle Black Book of Style, HarperCollins. *Garcia, N. (2009). The Style Strategy: A Less-Is---MoreApproachtoStayingChicandShopping Smart, HarperCollins.
Other Sources	-

Course Schedules
Week	Contents	Learning Methods
1. Week	Market Research	Lecture, Question & Answer, Demonstration, Drill – Practise
2. Week	Consumer Behaviours and Buying Trends	Lecture, Question & Answer, Demonstration, Drill – Practise
3. Week	Developing brand strategies	Lecture, Question & Answer, Demonstration, Drill – Practise
4. Week	Creating a brand ID	Lecture, Question & Answer, Demonstration, Drill – Practise
5. Week	Placing the brand	Lecture, Question & Answer, Demonstration, Drill – Practise
6. Week	Definition of Product Type	Lecture, Question & Answer, Demonstration, Drill – Practise
7. Week	Pricing the Product	Lecture, Question & Answer, Demonstration, Drill – Practise
8. Week	Midterm
9. Week	Communication Strategies	Lecture, Question & Answer, Demonstration, Drill – Practise
10. Week	Effective media Usage	Lecture, Question & Answer, Demonstration, Drill – Practise
11. Week	Digital Communication	Lecture, Question & Answer, Demonstration, Drill – Practise
12. Week	Fashion Retail Strategy	Lecture, Question & Answer, Demonstration, Drill – Practise
13. Week	Strategic Fashion Buying	Lecture, Question & Answer, Demonstration, Drill – Practise
14. Week	Visual Communication, Visual Retailing	Lecture, Question & Answer, Demonstration, Drill – Practise
15. Week	Final Exam	Final Exam
16. Week
17. Week

Assessments
Evaluation tools	Quantity	Weight(%)
Midterm(s)	1	40
Final Exam	1	60

Program Outcomes PO-1 The basic theoretical knowledge and skills in the field of fashion design ownership PO-2 the ability to apply theoretical knowledge in a real business environment, the ability to interpret and analyze data ownership. PO-3 Studies related to the field that will carry out ,the application can take part in the project have achieved and skills. PO-4 individuals and institutions can collaborate with the ability to express itself at the level of ownership. PO-5 Fashion design-related computer programs can use fluent in at one of the least PO-6 Contemporary, innovative, participative and participants, in your career, with information about that can take of advantage lifelong learning PO-7 Technical concepts of design thinking action into your lifestyle to be able to convert PO-8 Understanding and interpreting the problems of the profession, ideas, whether oral or written, express in a clear manner PO-9 Professional ethics and cultural values of ownership. PO-10 With the knowledge and skills acquired in the field of lifelong learning, positive attitudes about development.

Learning Outcomes LO-1 The Definition of Fashion Marketing LO-2 The Definition of Fashion Branding LO-3 Sampling of Fashion Brands and Strategies LO-4 Investigation of Points Needing Care in Brand Building LO-5 Preparation of Brand Management Strategic Plan

Course Assessment Matrix:

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10
LO 1
LO 2
LO 3
LO 4
LO 5