By folder, do you mean album or playlist?
iTunes can be set to normalize all your songs automatically. This option is in iTunes > Preferences > Playback > Sound Check. Sometimes the results aren't great, so you can adjust the volume on songs individually:
- If you search for one of the songs (search box in top right corner of the iTunes window), you'll see a list of search results.
- Right-click on the desired song to get the contextual menu (or click on the three dots that appear on the right if you hover over the song).
- In the contextual menu, in the bottom third, there will be options to Show Album, or Show in Playlist. Select the appropriate one.
- Select all the songs in the album or playlist you want to change. Command-click lets you toggle a song's selection. If it is an album and you want to change all the songs in it, right-click on the album name, then select Album Info.
- Command-I or menu item Edit > Song Info will bring up an info pane for your selection. You may have to say ok to editing multiple items at once.
- In the Options pane, you can change the volume adjust amount.
- Click OK to commit the adjustment, or Cancel to keep the original value.