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Learning outcomes |
. The student must comprehend and examine ideas, trends, theories, models and images in this curricular unit.
. The syllabus is about the introduction to Brands, Advertising and Innovation.
. Students will be evaluated by the way they criticize, think,identify and develop the knowledge gathered about advertising and brands.
. First, we evaluate the conceptual aspect of the advertising language, and second, the level of upgrade, in terms of campaigns, platforms, media and market novelties.
. There is a critical character and na informative sense in this curricular unit in order to keep the student up to date.
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Main Bibliography |
Breakenridge, D. (2001). Cyberbranding. brand building in the digital economy. Londres, RU, Nova Iorque, EUA, Financial Times - Prentice Hall (Person Education).
Godin, S. (2002). Purple cow. transform your business by being remarkable. New York, NY, US, Penguin.
Kompella, K. (Ed., 2014). The definitive book of branding. New York, NY, US, Sage Publishing.
Lipovetsky, G, Serroy, J. (2008). L'écran global: du cinéma au smartphone. Paris, France, Édions du Seuil.
Mathieson, R. (2005). Branding unbound. the future of advertising, sales, and the brand experience in the wireless age. New York, NY, US, Amacom.
Millman, D. (2011). Brand thinking and other noble pursuits. New York, NY, US, All Worth Press.
Ries, A., Trout, J. (2001). Positioning: the battle for your mind. New York, NY, US, McGrawHill.
Roman, K., Maas, J. (1991). Como fazer publicidade - um manual para o anunciante [1976]. Lisboa, Portugal, Presença.
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