Course Name Code Semester T+U Hours Credit ECTS
Brand Management SAU 560 0 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Prof.Dr. FARUK ANIL KONUK
Course Lecturers Prof.Dr. FARUK ANIL KONUK,
Course Assistants
Course Category Other
Course Objective

The objective of this course is to understand the concept of brand and brand related concepts. Additionally, this course aims to explain how succesfull brands are managed strategically and presents the theoretical and practical point of views about strategic brand management.  

Course Content

The content of this couse incleudes the concep of brand, brand positioning, customer-based brand equity, brand imagei brand personality, branding stategies, brand communication and applications. 

# Course Learning Outcomes Teaching Methods Assessment Methods
1 Define brand concept and its importance for producers, retailers and consumers. Lecture, Discussion, Homework, Testing,
2 Define, brand image, brand personality, brand loyalty, brand awareness and give examples from application. Discussion, Lecture, Testing, Homework,
3 Define brand equity and have knowledge how to measure it. Discussion, Lecture, Testing, Homework,
4 Have knowledge about branding strategies that busineses apply and give examples Discussion, Lecture, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Definition of a brand
2 Brand Management and Branding Decisions
3 Brand Management and Branding Decisions
4 Brand Awareness, Brand Image, Brand Personality
5 Brand Positioning
6 Customer-Based Brand Equity
7 Competitive Brand Strategies
8 Mid-term exam
9 Compeititve Brand Stratgies
10 Brand Extentions
11 Integrated Marketing Communications
12 Customer Relationship Management
13 Private Label Branding Strategies
14 Case Study
Resources
Course Notes
Course Resources

Keller Kevin Lane, (2013), Strategic Brand Management, Pearson.                                                                                                                  Ahmet Hamdi İslamoğlu, Duygu Fırat (2011), Beta Yayınevi                                                            
Serkan Kılıç ve Hakan Altıntaş (2010), Özel Markaların Pazarlama Stratejileri, Sistem Yayıncılık                                                                  Işıl Karpat Aktuğlu (2004), Marka Yönetimi, İletişim Yayınları.                                                                                                                      David, A. A. (1996), Building Strong Brands, The Free Press

Order İŞLETME BÖLÜMÜ Program Outcomes Level of Contribution
1 2 3 4 5
1 Our students will have fundamental knowledge in business administration.
2 Our students will be able to work in teams, and share information with team members in tasks of business administration
3 Our students will identify and analyse problems to offer solutions in tasks of business administration.
4 Our students will participate in projects about business administration process and tasks.
5 Our students will accept responsibility in order to conclude tasks of business administration.
6 Our students will define ethical problems in work environment and generate solutions.
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills.
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills.
Order İŞLETME FAKÜLTESİ Program Outcomes Level of Contribution
1 2 3 4 5
1 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 60
1. Ödev 20
2. Ödev 10
3. Ödev 10
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 2 32
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 20 20
Quiz 2 15 30
Assignment 1 10 10
Total Workload 124
Total Workload / 25 (Hours) 4.96
dersAKTSKredisi 5