Curricular Unit:Code:
Products and Brands Management: Planning and Marketing811GPM
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 content “The product and brand management” has as goal to understand the concept of product and brand management, giving the opportunity to recognize their differences and key roles in defining the business strategy. The topics “The brand as organization of the nuclear action of marketing institutions” and “Strategic Management of Brands” are related with the understanding of the strategic importance of the brand communication and its role in the development of a competitive advantage in the minds of target audiences. The theme “Models of Brand Equity” is related to the understanding and using of the concept of brand equity. The content “Methods for the Coordination of Corporate Brand with the Brand Product” is linked to the objective “Implement the Structural Principles of brand naming and brand design”, in order that student be able to define a Brand Building Strategy. The programmatic content “Brand and Products Portfolio management” intends to consolidate the objective “Know ho
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 use of active methods using examples, the elaboration of practical exercises and the main concepts of the course are presented to the students that will allow them to understand the concepts related to Product and Brand Management. Through the lecture method and the interrogative method, the main content will be discussed that will allows students to use and be able to use the main concepts related to the objectives. Students also carry out a practical work with tutorial support of the teacher to acquire skills so that they can implement the structural principles of the name of Brand Naming and Brand Design and develop and implement a strategy of brand building.
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.