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Branding and Fashion Design
Fundamentals of Marketing and Branding

Fundamentals of Marketing and Branding

Code	12654
Year	1
Semester	S1
ECTS Credits	5
Workload	T(30H)/TP(30H)
Scientific area	Branding, Marketing e Comunicação
Entry requirements	n/a
Mode of delivery	Face-to-face. Theoretical/Theoretical and Practical
Work placements	Not applicable.
Learning outcomes	Understand the variables that influence the marketing policies Understand the SI to support decision making Develop a communications plan Understand the history of brands Understand the functioning of the brands: financial, economic and emotional Understand the concept of brand equity The student must have ability to elaborate logical reasoning for market facts evaluation and transport them to the branding fashion strategies; to expand its ability of adaptation transdisciplinar for be apt to converse with all of the actors involved in the marks management process; to build, implement and evaluate brands. The student must have the ability to collect relevant information through the practical and creative and technological response to the various stages that make up the development of branding; to expand its scope informational on integrating the concepts of Marketing, Design, Communication.
Syllabus	1 Introduction 1.1 Marketing and creative process 2 Fashion marketing environment 2.1 Pull strategy 2.2 New SCM paradigms 2.3 Logistics and TIC’s 3 Brand image and sustainability 4 Market studies 4.1 Strategic data acquisition to support decision making 5 Marketing Mix 5.1 Conception and development of new products 5.2 Retailing 5.3 Communication 5.4 Pricing 6 New approaches to marketing 6.1 Relational Marketing 6.2 Buzz Marketing 6.3 E-Marketing 7 Brand and brand management 7.1 What is a brand 7.2 For the trademarks are important 7.3 The Brand Equity Concept 8. Positioning and brand values 8.1 Brand DNA 8.2 Positioning 8.3 Brand Values 9. Elements and brand architecture 9.1 Criteria 9.2 Strategies 9.3 Integration 10. Branding 10.1 Implementation 10.2 Use 10.3 Adequacy 11. Brand Equity 11.1 Financial value of the brand 11.2 Accounting of brands 11.3 Assessment by the costs, the price and gains
Main Bibliography	1 Principal bibliography Kotler, Philip; Armstrong, Gary; Saundersa, John e Wong, Veronica, Principles of Marketing, European Edition, 3ª Edição, Prentice Hall, 2004 Hanna, Nessim e Wozniak, Richard, Consumer Behavior: An applied Approach, Prentice Hall,2001 TYBOUT, Alice M. e CALKINS, Tim. Branding: fundamentos, estratégias e alavancagem de marcas, São Paulo: Atlas, 2006 2 Complementar bibliography Wedel, Michel e Kamakura, Wagner, Market Segmentation: Conceptual and Methodological Foundations; Second Edition, International series in quantitative marketing, 2000 HEALEY, M. What is branding? Suiça: RotoVision Book, 2008 SEMPRINI, Andrea. A Marca Pós-Moderna: poder e fragilidade da marca na sociedade contemporânea, São Paulo: Estação das Letras Editora, 2006 SHAW, Colin. The DNA of Customer Experience: How Emotions Drive Value. New York: Palgrave Macmillan, 2007 TOMIYA, Eduardo. Brand value management: da estratégia da marca ao valor do acionista. São Paulo: BAKnowledge, 2006
Language	Portuguese. Tutorial support is available in English.