Branding and Product Development

Ano letivo: 2018/2019 - 1S

Cursos

Responsável Docente Responsabilidade Duarte Miguel da Costa Pessoa Xara Brasil Responsável

Carga horária Horas/semana T TP P PL L OT/PL TPL OT E S Tipologia de aulas 0 Corpo docente Tipo Docente Turmas Horas Teórico-Práticas Totais 1 0,00 Xara Brasil   3,00

Língua de Ensino

Português

Objetivos de aprendizagem (conhecimentos, aptidões e competências a desenvolver pelos estudantes)

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.

Conteúdos programáticos

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

Metodologias de ensino

Classes will have a theoretical presentation and the discussion of real case studies and practical exercises, related with those topics
Local emersion will be developed through visits to major local spots and interaction with local agents, professors and students
Students will develop a group essay, a written test and individual written report

Metodologia e provas de avaliação

This course will have an individual and group valuation
- Written test (individual classification): 15%
- Written test (Group classification): 5%
- Group essay Final Report: 40%
- Group essay Presentation; 20%
- Final individual report (20%)

Regime de assiduidade

Students maust participare in 66% of the classes

Bibliografia

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.