Information Package / Course Catalogue
Brand Management
Course Code: PRL204
Course Type: Non Departmental Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

To ensure that the brand is recognized and announced according to business objectives and strategies.

Course Content

To be able to align brand positioning with sales strategy and practices.

Name of Lecturer(s)
Learning Outcomes
1.Establishment of brand communication relationship with integrated marketing communication.
2.To be able to list the methods of strengthening brand image.
3.To be able to apply the methods of recognition and announcement of the brand.
4.To be able to explain the effects of global business world on brand management
5.To be able to measure brand value
Recommended or Required Reading
1.Duygu Fırat,Ahmet Hamdi İslamoğlu,Stratejik Marka Yönetimi,Beta Basım Yayım,2011,İstanbul
Weekly Detailed Course Contents
Week 1 - Theoretical
Place and importance of brand strategies in marketing management.
Week 1 - Preparation Work
Related chapter in the course book
Week 2 - Theoretical
Historical background in brand concept and practices.
Week 2 - Preparation Work
Related chapter in the course book
Week 3 - Theoretical
Brand definitions; brand according to Turkish Trademark Law, brand types.
Week 3 - Preparation Work
Related chapter in the course book
Week 4 - Theoretical
Brand meanings for consumers, brand value concept.
Week 4 - Preparation Work
Related chapter in the course book
Week 5 - Theoretical
Assets that constitute consumer based brand value.
Week 5 - Preparation Work
Related chapter in the course book
Week 6 - Theoretical
Brand loyalty, brand awareness, perceived quality.
Week 6 - Preparation Work
Related chapter in the course book
Week 7 - Theoretical
Brand connotations, basic brand decisions.
Week 7 - Preparation Work
Related chapter in the course book
Week 8 - Theoretical
Brand strategies: multi brand use decision, brand publication decision.
Week 8 - Preparation Work
Related chapter in the course book
Week 9 - Theoretical
Brand strategies: multi brand use decision, brand publication decision
Week 9 - Intermediate Exam
Midterm Exam
Week 10 - Theoretical
Decision to reposition the brand.
Week 10 - Preparation Work
Related chapter in the course book
Week 11 - Theoretical
Product and brand features.
Week 11 - Preparation Work
Related chapter in the course book
Week 12 - Theoretical
Price and quality appraisal in consumer brand perception.
Week 12 - Preparation Work
Related chapter in the course book
Week 13 - Theoretical
An overview
Week 13 - Preparation Work
Related chapter in the course book
Week 14 - Preparation Work
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Midterm Examination1404
Final Examination1404
TOTAL WORKLOAD (hours)50
Contribution of Learning Outcomes to Programme Outcomes