Information Package / Course Catalogue
Brand Management
Course Code: UTIF319
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 4
Objectives of the Course

To learn basic concepts and current approaches about brand and branding strategies

Course Content

Brand, branding, branding strategies, current approaches, case studies, discussions

Name of Lecturer(s)
Lec. Bilge DOĞANLI
Learning Outcomes
1.Understands the concept of brand/branding, its history and related concepts
2.Understands brand management and its main themes
3.Understands the importance of brand management for businesses and countries
4.Understands the strategic brand management process
5.Examines current trends in branding
Recommended or Required Reading
1.İslamoğlu, A. Hamdi ve Fırat, Duygu (2016). Stratejik Marka Yönetimi. İstanbul: Beta Yayınları
Weekly Detailed Course Contents
Week 1 - Theoretical
Brand's Historical Journey, A Brand Story, Brand Concept, Brand-related features
Week 2 - Theoretical
Brand and Its Importance, Brand benefits, Brand Product Comparison, Brand Structure-David Arnold Model and Kapferer Model, Ted Bates Brand Wheel,
Week 3 - Theoretical
David Arnold Model and Kapferer Model, Elements that Make Up the Brand Case Studies: Apple, Nike, Coca Cola, Pepsi, Functional and Sensible Elements of Brands, Added Value
Week 4 - Theoretical
Important concepts about brand, Brand Identity, Brand Image, Brand Personality, Archetype and Brand
Week 5 - Theoretical
Key Success Elements in Branding, Branding and Branding, Kellogs, Coca Cola Case Studies
Week 6 - Theoretical
Brand promise and product culture
Week 7 - Theoretical
Brand positioning
Week 8 - Intermediate Exam
Midterm Exam
Week 9 - Theoretical
Brand strength and brand value
Week 10 - Theoretical
Brand loyalty
Week 11 - Theoretical
Co-Branding, Brand Equity and Its Importance, Elements That Make Brand Equivalence (Value)
Week 12 - Theoretical
The elements that make up the Brand Equivalence (Value), Achieving Brand Value, 4P strategies of the brand
Week 13 - Theoretical
4P strategies of the brand, Creation and Implementation, Creating a Sample Brand - Brand Management Studies 14 Theoretical Current branding trends
Week 14 - Theoretical
Current branding trends
Week 15 - Theoretical
Final Exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Practice142370
Midterm Examination114115
Final Examination115116
TOTAL WORKLOAD (hours)101
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
OÇ-1
5
5
5
5
5
4
3
3
2
2
OÇ-2
4
4
4
4
4
5
5
5
5
5
OÇ-3
4
4
4
4
4
4
4
4
5
5
OÇ-4
2
2
3
3
3
2
2
2
3
3
OÇ-5
2
2
2
2
2
2
3
2
3
3
Adnan Menderes University - Information Package / Course Catalogue
2026