| Teaching Staff
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| Language of Instruction |
Türkçe (Turkish) |
| Type Of Course |
Elective |
| Prerequisites |
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| Recommended Optional Programme Component |
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| Course Objectives |
The main purpose of the course is to introduce the basic principles, strategies and techniques related to brand management, to provide an understanding of brand components and effective brand management process with practical examples, to show the place and importance of brand decisions in the marketing plans of the company in changing competitive conditions, to examine and discuss the problems that may be encountered in brand management, to develop the management perspective and to develop their ability to generate conclusions and recommendations for solving problems. |
| Course Content |
This course covers the basic principles, strategies and techniques related to brand management. In the course content, students are expected to develop an exemplary project in which they can make brand management decisions during the creation of the brand. |
| Learning Outcomes (LO) |
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| Mode of Delivery |
Face to face |
| Course Outline |
| Week |
Topics |
| 1. Week |
What is a Brand? Benefits, Functions, Product-Brand Relationship |
| 2. Week |
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| 3. Week |
Visual Components of the Brand: Name, Logo, Emblem, Slogan |
| 4. Week |
Brand Components: Brand Identity and Brand Personality |
| 5. Week |
Brand Components: Brand Image and Brand Value |
| 6. Week |
Brand Equivalence |
| 7. Week |
midterm |
| 8. Week |
Brand Loyalty and Brand Awareness, Brand Association and Perceived Quality |
| 9. Week |
Brand Strategies: Positioning, Perception Maps |
| 10. Week |
Brand Strategies: Brand Expansion |
| 11. Week |
Brand Communication |
| 12. Week |
Brand Building Process and Strategic Brand Management Stages |
| 13. Week |
Global Brand Management |
| 14. Week |
Final |
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| Assessment |
| |
Percentage(%) |
| Mid-term (%) |
40 |
| Quizes (%) |
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| Homeworks/Term papers (%) |
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| Practice (%) |
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| Labs (%) |
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| Projects/Field Work (%) |
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| Seminars/Workshops (%) |
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| Final (%) |
60 |
| Other (%) |
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| Total(%) |
100 |
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| Course Book (s) and/or References |
- Kevin Lane Keller- Strategic Brand Management
- Aylin Pira, Füsun Kocabaş, Mine Yeniçeri-Küresel Pazarda Marka Yönetimi ve Halkla İlişkiler
- 1. T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
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| Work Placement(s) |
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| The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO) |
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