| Code |
14420
|
| Year |
1
|
| Semester |
S2
|
| ECTS Credits |
6
|
| Workload |
TP(30H)
|
| Scientific area |
Marketing
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|
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
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Syllabus |
Part I - Strategic brand management:
I.1. Concept and process of brand creation (elements, strategies and architecture);
I.2. Definition of brand positioning, brand associations and brand equity.
Part II - Operational brand management:
II.1. Operational branding decisions (extensions, portfolio);
II.2. Customer relationship management (brand touchpoints, brand experience);
II.3. Brand equity management;
II.4. Brand positioning and image management.
Part III - Global brand management:
III.1. Global brands;
III.2. Digital branding.
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Main Bibliography |
Aaker, D. (2009). Managing brand equity: Capitalizing on the value of a brand name. Simon & Schuster; Aaker, D. (2010). Building strong brands. Simon & Schuster; De Chernatony, L. & McDonald, M. (2003). Creating Powerful Brands, Butterworth-Heinemann, 3rd ed.; Kapferer, J. N. (1992). Strategic brand Management. The Free Press, New York; Keller K. L. (2003). Strategic brand Management. Person Education, New York.
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Teaching Methodologies and Assessment Criteria |
Regarding teaching methodologies, mixed methods will be used: expositive, group works and case studies that allow students to acquire the defined competences. The teaching method will be theoretical and practical. The final grade of the curricular unit will result from the addition of three components:
- Participation and Assertiveness: 10%
- Individual Test: 50%
- Branding Project: 40%.
or
Final exam: 100%
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Language |
Portuguese. Tutorial support is available in English.
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