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	3	-	-
Course Language		Turkish
Course Coordinator		Cevza Candan Canan Sarıçam
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		Students who pass this course will have the following knowledge and abilities: I. Ability to critically analyze marketing strategies of luxury fashion goods for different market environments II. Ability to evaluate the interrelationship between the branding strategies in apparel and luxury fashion goods III. Ability to assess the role of new technologies on the competitive strategies of apparel and luxury fashion brands IV. Ability to assess the changing role of consumer and his perception of sustainability on the competitive strategies of luxury fashion brands V. Ability to make an independent research in the area of luxury fashion branding.
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