Curricular Unit:Code:
Products and Brands Management: Planning and Marketing1176GPM
Year:Level:Course:Credits:
1MasterBusiness Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
This course unit aims to promote theoretical and practical knowledge about Product and Brand Management and Marketing Planning; demonstrate the integration of the different themes addressed by providing tools for their practical application. Finally, provide the models and instruments that allow the student to continue autonomous learning throughout life.
Competences to be developed: at the end of the curricular unit the student should master the knowledge about Product and Brand Management and Marketing Planning in order to be able to apply them in practice, both at the research level and at the company level. Specifically know how to integrate knowledge in order to solve problems within the scope of this topic. Develop the ability to communicate their knowledge in academic and business contact. And finally keep learning about Product and Brand Management and Marketing Planning throughout life, and develop an autonomous application of this theme.
Syllabus:
- The product and brand management;
- The brand as organization of the nuclear action of marketing institutions;
- Strategic Management of Brands;
- The Concept of Brand Equity;
- Models of Brand Equity;
- Methods for the Coordination of Corporate Brand with the Brand Product;
- Development and Product Management;
- Brand and Products Portfolio management ;
- Marketing Planning
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The contents of this course cover both a conceptual and instrumental perspective. The first points of the syllabus, on the management of products and brands and on the concept of brand equity, for example, take on a more conceptual character. More advanced points, such as brand equity assessment models, are essentially tools for practical application in this area.
Teaching Methodologies (Including Evaluation):
This unit will be subject to an expository, demonstrative and interactive methodology within the theoretical-practical classes in order to introduce some knowledge to facilitate a global perception about the product and brand management. The use of active method using examples and practical work will also be considered. There will be tutorial classes for the students.
The assessment will be a theorectical-practical work.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The contents of this course cover both a conceptual and instrumental perspective. The first points of the syllabus, on the management of products and brands and on the concept of brand equity, for example, take on a more conceptual character. More advanced points, such as brand equity assessment models, are essentially tools for practical application in this area.
Reading:
AAKER, D. (2014), AAKER on Branding: 20 Principles That Drive Success. NY: Morgan James Publishing.
KELLER, K., Parameswaran, A. & Jacob, I. (2015), Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson Prentice Hall.
KOTLER, P. (2017). Marketing 4.0: mudança do tradicional para o digital. Coimbra: Conjuntura Actual.
LINDSTROM, l. (2013). Brand sense. Gestão Plus.
MARQUES, V. (2018). Marketing digital 360. Lisboa: Conjuntura Atual Editora.
MESQUITA, F. (2014). Comunicação Visual, Design e Publicidade. Lisboa: Media XXI.
WHEELER, A.. (2018), Designing Brand Identity: An Essential Guide for the Whole Branding Team. New Jersey: John Wiley & Sons.
Lecturer (* Responsible):
Paulo Cardoso (pcardoso@ufp.edu.pt)