Course Title Course Code Program Level
Global Brand Management ULT413 International Trade and Finance B.A. / B.Sc.

Course Term
(Course Semester)
Teaching and Learning Methods
Theory Practice Lab Projects/Field Work Seminars/Workshops Other Total Credits ECTS Credits
42 84 126 3 5

Teaching Staff
Language of Instruction Türkçe (Turkish)
Type Of Course Elective
Recommended Optional Programme Component
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)
Mode of Delivery Face to face
Course Outline
Week Topics
1. Week What is a Brand? Benefits, Functions, Product-Brand Relationship
2. Week
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
Mid-term (%) 40
Quizes (%)
Homeworks/Term papers (%)
Practice (%)
Labs (%)
Projects/Field Work (%)
Seminars/Workshops (%)
Final (%) 60
Other (%)
Total(%) 100
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.
Work Placement(s)
The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO)