| Code |
5788
|
| Year |
2
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
TP(60H)
|
| Scientific area |
Marketing
|
|
Entry requirements |
n.a.
|
|
Mode of delivery |
Face to face theoretical and practical
|
|
Work placements |
Not Applicable
|
|
Learning outcomes |
The Curriculum Unit aims to provide general knowledge about products and brandsmanagement. Thus, it aims to provide students with the understanding of the product, its process of development and management, as well as the role and importance of brands in today's consumer society.
At the end of the course the student should be able to:
- Understand the concept of product, its classification and role in organizations.
- Identify the various strategic options and policies of product adn brand management.
- Understand the process of innovation and new product development.
- Discuss the role of packaging and price in the product strategy formulation and its interaction with other marketing variables.
- Understand the importance of brand for product, its variables and the many opportunities and challenges to the marketing managers.
|
|
Syllabus |
Chapter 1 – The product
Chapter 2 - Portfolio management
Chapter 3 – Strategic Brand Management
Chapter 4 - Packaging
Chapter 5 - Price strategies
Chapter 6 – Innovation and new product development
|
|
Main Bibliography |
Main Books
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th ed.). Essex: Pearson.
Baker, M. & Hart, S. (2007). Product Strategy and Management (2nd Ed.). Essex: Pearson.
Additional Readings
Chernatony, L.& McDonald, M. (2013). Creating Powerful Brands, (4th ed.). New York, NY: Routledge.
Haig, M. (2003). Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time. London: Kogan Page.
Keller, K. L. (2008). Best practice cases in branding: lessons from the world's strongest brands. Upper Saddle River: Pearson.
|
|
Language |
Portuguese. Tutorial support is available in English.
|