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Course Information

Course Name
Turkish Moda ve Lüks Marka Yönetimi
English Fashion and Luxury Brand Management
Course Code
HGP 515 Credit Lecture
(hour/week)
Recitation
(hour/week)
Laboratory
(hour/week)
Semester -
3 - - -
Course Language Turkish
Course Coordinator Cevza Candan
Course Objectives 1. To develop an understanding of luxury brand concept, explore the symbolic function of brands, and learn about brand building, management and communication in fashion industry
2. To understand luxury brands in fashion industry and drivers of luxury consumption
3. To assess the role of consumer behavior and market segmentation in brand building, management and communication
4. To explore pricing, distribution and promotion in brand building, management and communication
5. To evaluate ethical issues in luxury branding and consumption.
Course Description This course explores branding and marketing concepts in fashion retail with an emphasis on the apparel and luxury fashion products. Brand building, management and communication strategies for ready to wear and high fashion products will be analyzed with an emphasis on global competition, consumer segments, and ethical issues.
Course Outcomes
Pre-requisite(s)
Required Facilities
Other
Textbook
Other References
 
 
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