| Code |
16357
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| Year |
1
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| Semester |
S1
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| ECTS Credits |
5
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| Workload |
T(30H)/TP(30H)
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| Scientific area |
Branding, Marketing e Comunicação
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Entry requirements |
Without requirements
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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.
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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
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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
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Teaching Methodologies and Assessment Criteria |
The curricular unit is based on the simulation-based learning pedagogical approach, according to which students simulate professional practices based on theoretical concepts. A set of group discussions, using various materials and scientific articles, will allow you to delve deeper into the themes of the curricular unit. The assessment has three components. A first group work around the fundamental concepts of marketing applied to fashion brands (40%), to be delivered by the last class before Christmas. This project adopts the Problem-Based Learning methodology. Part of the contact time is dedicated to monitoring these projects. In a second work (20%), to be developed in groups, during classes, which involves the discussion of real branding problems. A final individual work, which involves reflection on concrete marketing and branding issues, around brands in the field of fashion, which involves the application of the concepts discussed (40%).
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Language |
Portuguese. Tutorial support is available in English.
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