Course Information

Course Name	Turkish	Tekstil ve Moda Pazarlama
	English	Textile and Fashion Marketing
Course Code	TEK 303E	Credit	Lecture (hour/week)	Recitation (hour/week)	Laboratory (hour/week)
Semester	5	2	2	-	-
Course Language		English
Course Coordinator		Canan Sarıçam
Course Objectives		1. To give information about the fundamentals of marketing, marketing activities. 2. To give information about textile and fashion market, their structure and dynamics. 3. To provide a conceptual base for understanding and analysing the textile and fashion market and consumer accurately. 4. To provide a conceptual base for development and implementation of marketing strategies.
Course Description		Introduction: Modern Marketing Concept & Marketing Process. The Role of Textile and Fashion Marketing in Company Strategic Direction & Marketing Planning. Actors in Textile and Fashion Market & Macro Environmental Factors. The global Textile and Fashion marketplace: Main importer and exporter countries. Textile and Fashion Marketing in the internet age. Textile and Fashion Marketing and Society. Textile and Fashion Consumer Markets. Textile and Fashion Business Markets. Market and marketing research in Textile and Fashion market. Segmentation, Targeting, and Positioning. Textile and Fashion Product Strategies. Textile and Fashion Branding Strategies. Pricing Approaches and Strategies in Textile and Fashion Market. Distribution Channel Decisions in Textile and Fashion Market. Integrated Marketing Communications in Textile and Fashion Market.
Course Outcomes		At the end of the course, the students will have: I. Information about marketing activities; market/marketing research; fundamental marketing principles in Textile and Fashion industries. II. Information about global Textile and Fashion market and consumer. III. Ability to analyze the textile and fashion market and consumers. IV. Ability to determine marketing strategies and develop marketing plans for Textile and Fashion market
Pre-requisite(s)		not available
Required Facilities
Other
Textbook		1. Kotler, P., & Armstrong, G. (2020). Principles of marketing. Pearson Education Limited. 2. Choi, T.M. (2014). Fashion Branding and Consumer Behaviors, New York, NY: Springer New York: Imprint: Springer. 3. Solomon, M.R., RAbolt, N.J. (2004). Consumer behavior: in fashion. Prentice Hall. 4. Rath, P. M.; Bay, S.; Petrizzi, R.; Gill, P.; Rath, P.M. (2008). The why of the buy: consumer behavior and fashion marketing, New York : Fairchild Books.
Other References

Courses

Help

About