Curricular Unit:Code:
Products and Brands Management: Marketing and Advertising Planning794GPM
Year:Level:Course:Credits:
1MasterCommunication Sciences (Public Relations, Marketing and Advertising)11 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/English143
Learning Outcomes of the Curricular Unit:
- The discipline aims to promote the theoretical and practical knowledge about product and brand management, and the planning process.
-Understand the concept of product and brand management;
- Understand the strategic importance of the brand communication and its role in the development of a
competitive advantage in the minds of target audiences;
- Understand and use the concept of brand equity;
- Implement the Structural Principles of brand naming and brand design.
- Know how to implement and develop a Brand building strategy.
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 wil be:
- Case study (20%)
- Article critical analysis (30%)
- Paper (50%)
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.
AAKER, D. (2007), A. Construindo Marcas Fortes, Porto Alegre: Bookman.
CLIFTON, R. & Simmons, J. (2010), O mundo das marcas. Lisboa: Actual Editora.
KAPFERER, J.N. (2012), The New Strategic Brand Management. London: Kogan Page.
KELLER, K., Parameswaran, A. & Jacob, I. (2015), Strategic Brand Management Building, Measuring, and Managing Brand Equity. Pearson Prentice Hall.
LENCASTRE,P. (2005), O livro da marca. Lisboa: Dom Quixote.
LINDSTROM, l. (2013). Brand sense. Gestão Plus.
MCDONALD, M. & Wilson, H. (2016). Marketing Plan. UK: John Wiley & Sons.
OLIVEIRA, C. (2019), Brand Management na Era Digital e Humana: A Gestão para o Sucesso. Coimbra: Actual Editora.
TAVARES, V. (2015), Gestão das marcas. Lisboa: Escolar Editora.
WHEELER, A.. (2018), Designing Brand Identity: An Essential Guide for the Whole Branding Team. New Jersey: John Wiley & Sons.