Information Package / Course Catalogue
Brand Management and Strategies
Course Code: UTFY511
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

To learn basic concepts and current approaches about brands and branding strategies.

Course Content

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

Name of Lecturer(s)
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 regarding 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
Historical Journey of the Brand, A Brand Story, Brand Concept, Brand-related features.
Week 2 - Theoretical
Brand and Its Importance, Benefits of Brand, Brand Product Comparison, Structure of Brand - David Arnold Model and Kapferer Model, Ted Bates Brand Wheel.
Week 3 - Theoretical
David Arnold Model and Kapferer Model, Brand Elements 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, Brand Building and Brand Building, Kellogs, Coca Cola Case Studies
Week 6 - Theoretical
Brand promise and product culture
Week 7 - Theoretical
Brand positioning
Week 8 - Theoretical
Brand positioning
Week 9 - Theoretical
Brand power and brand value
Week 10 - Theoretical
brand loyalty
Week 11 - Theoretical
Co-branding, Brand Equity and Its Importance, Elements That Make Up Brand Equity (Value)
Week 12 - Theoretical
Elements that make up Brand Equity (Value), Obtaining Brand Value, 4P strategies of the Brand.
Week 13 - Theoretical
Brand 4P strategies, Creation and Implementation, Exemplary Brand Creation - Brand Management Studies
Week 14 - Theoretical
Current branding trends
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%30
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory143384
Midterm Examination120121
Final Examination120121
TOTAL WORKLOAD (hours)126
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
OÇ-1
3
2
5
4
4
OÇ-2
3
4
3
3
3
OÇ-3
3
3
4
3
3
OÇ-4
2
2
4
3
4
OÇ-5
3
4
3
2
3
Adnan Menderes University - Information Package / Course Catalogue
2026