Branding and Product Development
Ficha de unidade curricular - Ano letivo 2018/2019
| Code: |
IMAS1015 |
| Section/Department: |
Department of Marketing and Logistics |
| Semester/Trimester: |
1st Semester |
| Courses: |
| Acronym |
Curricular Years |
ECTS |
| MOBIL |
1º |
5 |
|
| Teaching weeks: |
15 |
| Weekly workload: |
| Hours/week |
T |
TP |
P |
PL |
L |
TC |
E |
OT |
OT/PL |
TPL |
O |
S |
| Type of classes |
|
0 |
|
|
|
|
|
|
|
|
|
|
|
| Head: |
Duarte Miguel da Costa Pessoa Xara Brasil
|
| Lectures: |
Duarte Miguel da Costa Pessoa Xara Brasil
|
Teaching language
Portuguese
Objetivos de aprendizagem
Contents
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.
