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Brand Management

Code: MDCMU104    Acronym: GEMARC

Subject: 2016/2017 - 1S

Teaching Area: Marketing

Programmes

Acronym Study plan Curriculum Years ECTS Contact hours Total Hours
MDCM Aviso n.º 13833/2011 1º 6 ECTS 1 1

Hours Effectively Taught

TMDCM1S

Theoretical-Practical: 42,00
Orientação Tutorial: 0,00

Teaching - Hours

Theoretical-Practical: 3,00
Orientação Tutorial: 0

Teaching Language

Portuguese

Aims, Skills and Learning Outcomes

Through the combination of the most recent knowledge (academic and professional) on brand management with practical exercises and case studies, it is intended that students:

 - Obtain new knowledge and skills related to branding and brand management; 
- Know how to articulate the company strategy with brand strategy; 
- Understand how to implement an integrated and systematic management of the brand, which may help to enhance customer loyalty, competitive advantage and profitability of the organization. Skills:
 - Understand the nature of the brand 
- Identify the characteristics of the process of brand management 
- Conduct a strategic review of the brand
- Generate ideas on a branding strategy for different contexts 
- Develop a brand platform 
- Recognize some of the contemporary issues faced by brand managers 
- Know how to manage a brand over time

Programme

1. Introduction to the brand.
1.1 Multidimensional nature and meaning of the brand.
1.2 Roles and benefits of the brand.
1.3 Requirements of the brand.
2. Nature and modeling of brand management.
2.1 Nature of brand management.
2.2 Models of brand management.
2.3 Main concepts of brand management.
2.4 Model of brand management system by processes
3. Brand management in time: extension, reinforcement, rejuvenation, and revitalization of the brand.
4. Brand management in the context of globalization.
5. Brand management in particular contexts.
5.1 Brand management in SMEs.
5.2 Management of industrial and B2B brands.
5.3 Management of service brands.

Main literature

Tavares, Victor;Gestão de Marcas, Escolar Editora, 2015
Keller, Kevin Lane;Strategic Brand Management – Building, Measuring, and Managing Brand Equity, 3ª Edição: Pearson Prentice Hall, 2008

Supplementary Bibliography

Aaker, David;Relevância da Marca, Editora Bookman, 2011
Blázquez, Fernando G. ;Pessoas e Marcas na História do Mundo, Editora Livros D Hoje, 2014
de Chernatony, L. e Malcolm McDonald;Creating Powerful Brands in Consumer, Service and Industrial Markets, 2ª Edição. Oxford: Butterworth Heinemann, 1998

Learning Methods

Supported in theoretical-practical classes and pragmatic approaches and actual situations, involving the resolution of case studies, an interdisciplinary project work and analysis of real situations related with the build-up of strong and of reference brands. 

Students learn the various phases of brand management, considering the opportunities and threats faced by brands and the construction of possible scenarios for their development. 



Assessment Components

Avaliação distribuída com exame final

Assessment Components

Description Type Time (hours) Conclusion Date
Attendance (estimated)  Lessons  45
 Participação Presencial  10
 Projectos  50
 Study  50
 Teste/Exame  5
  Total: 160

Continuous Assessment


Analysis, discussion and resolution of case studies and exercises 20%
Realization of a written interdisciplinary project work 30%
Completion of written exam 50%



Final Exam

Discussion and resolution of a written interdisciplinary project work 30%
Written test 70%