Code |
14420
|
Year |
1
|
Semester |
S2
|
ECTS Credits |
6
|
Workload |
TP(30H)
|
Scientific area |
Marketing
|
Entry requirements |
None
|
Mode of delivery |
Face to face theoretical and practical
|
Work placements |
Not Applicable
|
Learning outcomes |
Understand the State-of-the-art of theories, methods and techniques of branding research and think how these methods and techniques have been applied in researches in academic and business, in order to help students to develop research projects in branding At the end of the course the student should be able to: Describe the crucial elements of the brand management process Understand the relationship between consumers and brands Use the theoretical models to build and manage brand equity Establish strategies to improve brand image Managing brands in global markets and in the Internet
|
Syllabus |
Strategic Brand Management Brands and consumers Building, managing and measuring Brand Equity Managing Brand image Global Branding Branding in the web.
|
Main Bibliography |
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press. De Chernatony, L. ; McDonald, M. (2003), Creating Powerful Brands, Butterworth-Heinemann, 3rd ed. Kapferer, Jean Noel (1992) “Strategic brand Management”, The Free Press, New York Keller Kevin Lane (2003) “Strategic brand Management”, Person Education, New York
|
Teaching Methodologies and Assessment Criteria |
The final grade of the curricular unit will result from the addition of three components: - Participation and Assertiveness, in the classroom, in several mini case studies: 10% - Individual Test: 50% - Branding Project (group work - Max. 2 students): 40%.
To get approval: - the overall average must be more than 10 figures to approve. - The student must do all the activities in order to approve. - Failure to submit group work implies the assignment of "not admitted".
or
Final exam: 100%
|
Language |
Portuguese. Tutorial support is available in English.
|