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Branding and Fashion Design
Fundamentals of Marketing and Branding

Fundamentals of Marketing and Branding

Code	16357
Year	1
Semester	S1
ECTS Credits	5
Workload	T(30H)/TP(30H)
Scientific area	Branding, Marketing e Comunicação
Entry requirements	Without requirements
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
Teaching Methodologies and Assessment Criteria	The methodology of teaching and learning is student-centered expository sessions provided by the teacher. The presentation of the theoretical contents by the teacher uses the media to help promote the exhibition and, where appropriate, the discussion of issues with students. All the content items the program will be developed from a great activity of PBL (Problem Based Learning), creating immediate results after each step of the teaching / learning process, which
Language	Portuguese. Tutorial support is available in English.