Brand Management

Subject: 2018/2019 - 1S

Programmes

Hours Effectively Taught

MDCM1

Software

Microsoft Powerpoint

Teaching Language

Portuguese

Aims, Skills and Learning Outcomes

Descriptive summary of course unit
This curricular unit aims to contribute to learning the nature of the brand and how to create, build, leverage and rejuvenate a brand, in the context of the Digital Era.
All companies have a brand, an identity, a name, a reputation, that set them apart from the competition. However, although many companies recognize the importance of brands, there are still relatively few companies that can claim to have a strong, sustainable and sustainable brand in a context of globalization and uncertainty. Managed in a convenient way, brands can be the most valuable asset of companies. Effectively, a well-managed brand can create customer loyalty and name recognition so strong that they face strong global competition. In this curricular unit, an in-depth approach to brand management is provided in a strategic and holistic perspective.

Objectives and expected learning outcomes
By combining the most current (academic and professional) knowledge on the subject of brand management with practical exercises and case studies, this curricular unit has as main objectives:
1. Explain the complex and dynamic nature of the brand and identify its components, in
2. To show how an integrated and systematic process of brand management is implemented, which contributes to enhance customer loyalty, competitive advantage and profitability of the organization;
3. To base how a brand is generated over time and in the context of globalization;
4. Explain how to generate a brand in special contexts.

Skills to be developed
At the end of the course, students should be able to:
1. Recognize some of the contemporary and future issues facing brand managers, and identify ways to overcome them;
2. Analyze the characteristics of the brand management process and the brand strategic plan;
3. Conduct a strategic brand analysis;
4. Generate ideas about a brand strategy for simulated brand scenarios and differentiated contexts;
5. Develop the platform of a brand, using the key concepts of brand management.

Programme

1. Introduction to the brand.
1.1 Multidimensional nature and meaning of the brand in Digital Era.
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.

Demonstration of the syllabus coherence with the curricular unit's learning objectives

The integrated and progressive approach of the curricular unit will enable students to develop the knowledge and skills provided for in the learning objectives, ensuring consistency between the syllabus contents as follows:
- Objective 1 will be reached with chapter 1, which will allow to acquire the knowledge and articulation of salient concepts related to the dynamic nature of the brand and its roles, benefits and requirements for success;
- Objective 2 will be ensured through the knowledge provided in Chapter 2, which will identify and explain the main brand management models identified in the academic and professional literature;
- With regard to Objective 3, it will be through Chapters 3 and 4 that its compliance will be sought;
- Finally, objective 4 will be reached through chapter 5, which will highlight the adaptations that the brand manager will have to respect in certain organizational contexts.

Main literature

Supplementary Bibliography

Learning Methods

Assessment Components

Avaliação distribuída com exame final

Assessment Components

Continuous Assessment

Final Exam

Individual written test: 100%

Demonstration of the coherence between the teaching methodologies and the learning outcomes

The development of the classes will be carried out harmonizing the teaching methodologies with the fundamental objectives of the curricular unit (CU). This will be an application CU, where students will learn not only why, but also how to conduct, evaluate and decide on brand management.
The provision of information and scientific and technical knowledge foreseen in the objectives will be developed at the beginning of each subject to be addressed in the theoretical-practical classes, where the relationship with other subjects addressed in previous classes will be established. These sessions will aim to develop students' competences and sensitize them to the importance of the topics addressed in a real context, contributing to a better framework and also easier to perceive the goals to be achieved.
Given the eminently practical nature of the matters to be dealt with, practical exercises and cases of trademarks will be presented and proposed. Students will learn by doing, reflecting and making decisions about proposed problems and alternatives, improving their skills in the subjects under analysis.
It will try to stimulate a process of dialogue in which all participate, through their own experience and knowledge. Thus, knowledge, doubts and questions will be shared, so as to benefit students' learning and motivate them to become more motivated. Essentially, efforts will be made to ensure the development of the abilities to "apply in different contexts" the knowledge acquired under the influence of different factors and variables.
The practical group work required of students will make an important contribution to the achievement of the objectives defined for the UC, providing understanding and application of the themes under study, as well as show the benefits of the models and tools of brand management transmitted.
The practical work will also have the advantages of knowledge sharing among group members, search for external information and contact with the reality of brands. Their subsequent presentation and defense will contribute to the strengthening of analytical capacity considered essential for the achievement of the objectives of this CU.
The evaluation of the students will serve to gauge the effectiveness of the teaching methodologies used and, if necessary, in the future corrections in the teaching methodologies can be made.