Brand Management (ISL428) Course Details

Course Name: Brand Management
Code: ISL428
Pre-requisite Course(s):
Objective: To analyze how both large and small scale enterprises use brand management effectively in order to differentiate in today's competition conditions.
Content: basic concepts and definitions of brand management; concept of brand value; brand positioning; selection of brand components to create brand value; design of marketing programs to create brand value; ıntegrated marketing communications to create brand value; brand value measurement and evaluation systems; design and application of brand strategies; brand extensions; sustainability in brand management: management of brands over time; global management of brands; organizational and managerial issues in brand management
Term: Elective
Theory: 3
Application: 0
Laboratory: 0
Credit: 3
ECTS Course File: Course File
Course File: