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About the Programme Academic Staff Program Qualifications Lessons Matrix of Course & Program Qualifications Turkish Qualifications Framework (TQF) TQF & Program Qualifications
  1. Graduate School
  2. Department of Business Administration
  3. Non-Thesis MBA
  4. Non-Thesis MBA in Marketing Management (Distance Education)
  5. Course Structure Diagram with Credits
  6. Brand Management
  7. Description
  • Description
  • Learning Outcomes
  • ECTS Credit Load
  • Course's Contribution to Program
  • Learning Outcomes & Program Qualifications
Last Updated: 30/09/2026

Code - Course Title Course Type Laboratory + Practice ECTS
PZY507 - Brand Management I. SEMESTER 3 +0 6.0
Language of Instruction Türkçe
Course Type Elective Courses
Course Instructor(s) DOÇ. DR. FEYZA AĞLARGÖZ
Mode of Delivery The mode of delivery of this course is distance education.
Place of Delivery
Used Educational Platforms
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional program component for this course.
Recommended Resources Keller, K. L. (2019). Stratejik marka yönetimi: Marka sermayesinin inşası, ölçüm ve yönetimi. (4.basımdan çeviri. (Çeviri editörü: Doç. Dr. Aykan Candemir). Nobel Akademik Yayıncılık. Keller, K. L. and Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th edition). Pearson Education. Tosun, N. B. (2020). Marka Yönetimi. (4. Basım). Beta Yayınevi. Marangoz. M. ve Bayrakdaroğlu, F. (2021). Marka Yönetimi Kavramlar ve Uygulamalar. Beta Yayınevi.Kotler, P. ve Armstrong, G. (2018). Pazarlama İlkeleri. (16.baskı). (Çev. Ed.: A.Ercan Gegez). Beta Yayıncılık.Kotler, P., Armstrong, G. ve Opresnik, M. O. (2021). Principles of Marketing (18e). Pearson.
Work Placement Not Applicable
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 Changing Competitions and Brand as a Added Value
Week - 2 Basic Concepts: Brand Awareness, Associations, Identity, Personality, Image
Week - 3 Basic Concepts: Brand Awareness, Associations, Identity, Personality, Image
Week - 4 Brand Management and Building
Week - 5 Brand Identitiy Models
Week - 6 Brand Identity Models
Week - 7 Communication Strategy Towards Branding: Brand Positioning
Week - 8 Consumer Behaviour and Brands
Week - 9 Brand Management and Integrated Communications
Week - 10 Brand Managment and Integrated Communications
Week - 11 Corporate Communication and Brand Management
Week - 12 Business Management and Brand Management
Week - 13 Brand Management in Turkey
Week - 14 Brand Management in Turkey

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Assessment Method and Passing Requirements
Quamtity Percentage (%)
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