Aim of the Program

Today, strategic marketing and brand management issues are important in order to learn the changing demands of consumers and to respond to these demands. In order for businesses to satisfy consumers, increase brand awareness, create brand loyalty and direct consumers to repeat purchases, correct marketing and brand strategies should be implemented. In this way, businesses can gain competitive advantage in the market, increase their profitability and maintain their competitive power. With the development of information technologies and the Internet, important conveniences such as obtaining consumer data, easily targeting potential audiences, creating personalized advertisements, enabling one-to-one marketing communication and obtaining measurable responses in direct marketing campaigns have been provided. On the other hand, in parallel with the developments in the field of practice, there are similar developments in the academic field of marketing. Some of these developments include the concretization of marketing performance through the development of marketing performance measures and making the results of marketing activities predictable. In organizations, there is a great need for personnel at various levels who have a strategic perspective in accordance with the requirements of the age, who have a good command of marketing functions and branding. The aim of the Strategic Marketing and Brand Management Master's program is to train competent and innovative marketing experts. It aims to equip students with the most up-to-date strategic and innovative marketing techniques.