Brand Management (MKTG 406)

2022 Spring
Sabancı Business School
Peren Özturan,
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Formal lecture,Interactive lecture,Workshop
Interactive,Communicative,Project based learning
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This course is designed to provide the students with a fundamental understanding of how to build and manage brands. Within this context, key issues in building effective brand strategies will be covered, providing students with a sound theoretical basis to make better branding decisions. The applications of theory (via cases, class discussions, etc.) will be stressed.


Brands are among the most important intangible assets a company can have. A strong brand is a powerful means to differentiate products or services and it can have a great impact on consumer buying decision. This course is designed to provide the students with a fundamental understanding of how to build and manage brands.


  • Upon completion of this course, students should be able to: 1. Describe key concepts in branding. 2. Evaluate the role and function of Keller's brand building blocks in building brands. 3. Apply branding theory for decision-making in the context of a branding project. 4. Prepare a brand management report using the theories learned in the class. 5. Cooperate in team work. 6. Perform oral presentations in the class.


1. Understand the world, their country, their society, as well as themselves and have awareness of ethical problems, social rights, values and responsibility to the self and to others. 5

2. Understand different disciplines from natural and social sciences to mathematics and art, and develop interdisciplinary approaches in thinking and practice. 4

3. Think critically, follow innovations and developments in science and technology, demonstrate personal and organizational entrepreneurship and engage in life-long learning in various subjects; have the ability to continue to educate him/herself. 4

4. Communicate effectively in Turkish and English by oral, written, graphical and technological means. 4

5. Take individual and team responsibility, function effectively and respectively as an individual and a member or a leader of a team; and have the skills to work effectively in multi-disciplinary teams. 5

1. Have an understanding of economics and main functional areas of management

2. Have a basic all-around knowledge in humanities, science, mathematics, and literature

3. Have a basic knowledge of law and ethics, awareness of social and ethical responsibilities

4. Work effectively in teams and environments characterized by people of diverse educational, social and cultural backgrounds

5. Demonstrate proficiency in oral and written communications in English

6. Pursue open minded inquiry and appreciate the importance of research as an input into management practice; thus, a.know how to access, interpret and analyze data and information by using current technologies b.use the results from analyses to make informed decisions

7. Use office softwares for written communication, presentation, and data analysis

8. Demonstrate awareness that business settings present different opportunities and challenges for managers due to environmental/contextual differences that arise in economic, political, cultural, legal-regulatory domains


  Percentage (%)
Midterm 30
Assignment 20
Participation 20
Group Project 30



Kevin Lane Keller, Strategic Brand Management