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Branding and Product Development
Scholar Year: 2017/2018 - 1S
Courses
Teaching language
English
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
The aim of this course is to improve students’ knowledge on brand management within marketing management process, through lectures, case studies, individual and group research and activities. Students will develop those instrumental competences. as well as interpersonal and systematic competences, as: Individual, interpersonal and group effectiveness, problem solving and decision making, reflection and critical analysis, oral and written expression and working individually and in a team.7In this course we will be focused on major branding topics, as brand identity and brand equity it relation with the organization strategy, particularly with its marketing strategy and activities.7
Syllabus
1. Brand Essentials
1.1. Brand definition and the role of the brands
1.2. Types of brands and brand portfolios
1.3. The brand and the organization
1.4. The brand manager
2. Brand identity
2.1. Brand Identity major approaches
2.2. Brand identity, value proposition and positioning
2.3. Brand personality
3. Branding Development vectors
3.1. New product / innovations introduction
3.2.New markets selection
Demonstration of the syllabus coherence with the UC intended learning outcomes
With the completion of this module student should be able to develop:
- Instrumental competences: In-depth knowledge of Marketing; Search and evaluate multiple sources of data from primary and secondary sources;
- Interpersonal competences: Ability to research and analyze information, write, present and defend ideas with diverse audiences; Group work; Valuation of diversity and multiculturalism.
- Systemic competences: Ability to constructively criticize, draw conclusions and make strategic and / or operational recommendations.
Teaching methodologies
• Classes will have a theoretical presentation and the discussion of real case studies and pratical exercises, related with those topics
Students will learn through individual research, interactive discussions, debates and contemporary case studies.
Assessment methodologies and evidences
G. Course assessment:
Continuous assessment:
Students will be evaluated on:
Individual written test (40%). Minimum classification: 10/20
Group essay (60%). Minimum (individual) classification: 10/20
In the continuous assessment process, it’s mandatory that student’s attendance to course activities will be at least 66%.
Final Assessment
Exam (for students who decide not to do continuous assessment (or are not successful). minimum mark :10/20
Attendance system
In the continuous assessment process, it’s mandatory that student’s attendance to course activities will be at least 66%.
Bibliography
Aaker, D. (1996). Building strong brands. Free Press: 1996.
Aaker, D. (2011). Brand Relevance. Making competitors irrelevant. Willey, New York
Baker,M, Hart,S, (1999). Product Strategy and Management, Prentice Hall, Harlow
Kapferrer, J. (2008). The New Strategic Brand Management. Creating and sustaining brand equity long term, 4th ed, Kogan Page, London.
Keller, K., Aperia, T., Georgson, M. (2008). Strategic brand management: a European perspective. Pearson Education, Harlow.
Mark, M., & Pearson, C. (2001). Building Extraordinary Brands through the Power of Archetypes. Mc-Graw Hill.
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