Information Package / Course Catalogue
Product and Brand Strategies
Course Code: İŞLE529
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 be able to use the strategies and tactics to create a more valuable brand with a brand portfolio.

Course Content

Macro-economic factors that affect operating conditions, the effects on businesses in the world and economic crisis in Turkey.

Name of Lecturer(s)
Learning Outcomes
1.
2.
3.
4.
5.
Recommended or Required Reading
Weekly Detailed Course Contents
Week 1 - Theoretical
Concepts Related to Brand Importance of Brand
Week 2 - Theoretical
The Effect of the Brand on the Decision of Purchasing in Consumers
Week 3 - Theoretical
Product mix strategies, product life cycle
Week 4 - Theoretical
New product development process
Week 5 - Theoretical
Market research, consumer buying behavior models
Week 6 - Theoretical
Brand Personality
Week 7 - Theoretical
Basic Marking Strategies
Week 8 - Theoretical
Basic Marking Strategies
Week 9 - Theoretical
Product platform strategy, product differentiation
Week 10 - Theoretical
Product platform strategy, product differentiation
Week 11 - Theoretical
Factors affecting pricing
Week 12 - Theoretical
Brand Positioning Process
Week 13 - Theoretical
Brand Value and Measurement Methods
Week 14 - Theoretical
Brand Life Process and its Relationship with Product Life Process
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%30
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination125126
Final Examination130131
TOTAL WORKLOAD (hours)127
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
OÇ-1
3
5
2
3
4
OÇ-2
3
5
3
4
2
OÇ-3
3
5
4
3
2
OÇ-4
4
5
3
2
3
OÇ-5
3
5
4
2
3
Adnan Menderes University - Information Package / Course Catalogue
2026