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Product and Brand Management

Code 14376
Year 2
Semester S1
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Learning outcomes This unit aims to provide general knowledge about Product and Brand Management. It is intended that students have a general understanding of the products, their development, research, and management processes, as well as the role and importance of brands in today's consumer society. At the end of the unit students should be able to:
- Understand the product concept, its classification/typologies and role in organizations;
- Identify several strategic and policy options for managing a product line;
- Understand the importance of the brand for the product, its components and the various opportunities and challenges it poses to marketing managers;
- Understand and discuss the role of packaging and price in formulating the product strategy and its interaction with other marketing variables;
- Understand the process of innovation and development of new products.
Syllabus Chapter 1 - The product
Chapter 2 - Product portfolio management
Chapter 3 - The brand and the product
Chapter 4 - The packaging
Chapter 5 - The price in the product strategy
Chapter 6 - New product development
Main Bibliography Lalaounis, S. (2020). Strategic Brand Management and Development Creating and Marketing Successful Brands. (1st ed). London. Routledge.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th ed.). Essex: Pearson.
Chernatony, L.& McDonald, M. (2013). Creating Powerful Brands, (4th ed.). New York, NY: Routledge.
Keller, K. L. (2008). Best practice cases in branding: lessons from the world's strongest brands. Upper Saddle River: Pearson.
Baker, M. & Hart, S. (2007). Product Strategy and Management (2nd Ed.). Essex: Pearson.
Haig, M. (2003). Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time. London: Kogan Page.
Teaching Methodologies and Assessment Criteria The evaluation is continuous with the final grade being the result of the weighted average of the next elements:

- 1st written evaluation test (26.25%) - November, 2021
- 2nd written evaluation test (26.25%) - January 2022
- Group work (40.00%) - December 2021
- Presentation of group work ( 7.50%) - January, 2022

- Students must have a grade higher than 9 values on the average of the two individual tests regardless of the classification obtained in the group work
- The minimum score for access to the exam is 6 values

To obtain approval in continuous assessment, students will have to carry out all the elements of assessment (group work is mandatory at any time) and obtain a final classification of not less than 10 values in the formula:
Final classification = 0.2625x [1st Evaluation Test] + 0.2625x [2nd Evaluation Test] + 0.40x [Individual work] + 0.075x [Apresentation]
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-30

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