Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management

GESTÃO DE PRODUTO E MARCA - 2023/2024

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Paulo Ramos
Assistant Professor: Prof. Doutor Paulo Ramos

Class type and School hours

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

1. The Brand and Product Management aims to provide students with an overview of the use, purpose and management methodologies that are related to the analysis to be applied in companies, within the framework of branding strategies.
2. It aims to provide students with sufficient knowledge and tools to use logic and analytical methods to support strategic decisions about the brand and product.

Specific Aims/Objectives

1. Understand the various aspects of the brand.
2. Understand the characteristics of successful brands.
3. Distinguish between the main strategies of the brand and its advantages and disadvantages.
4. Form an idea of the composition of a brand´s portfolio.
5. Understand the concept of brand value and its key components.
6. Evaluate brand benefits for the consumer and the manufacturer.
7. Understand how marketing communications contribute to brand strengthening.

Skills to be acquired

1. Understand the techniques that allow to improve the achievement of brand and product management indicators.
2. Understand the methods of strategic decision making of the brand and the product.
3. Understand the differences between the various branding and product management strategies.
4. Understand the application of the methodologies with real data of the companies.

Teaching Procedures

In the theoretical-practical classes the expository method will be used using audiovisual means.
The theoretical concepts are developed and solved application exercises on them.
In the tutorial tutorial classes students´ doubts will be clarified and case studies will be discussed to practice the acquisition of competences.
Extracurricular activities will be developed during the semester, such as lectures and open classes

Programme

1. The Product
1.1. Product Concept
1.2. Product and market orientation
1.3. Product Types
1.4. Product Levels
1.5. Product Decisions: Product line management
1.6. product life cycle
1.7. portfolio management
1.8. Product Attributes
1.9. Packaging and Labeling
1.10. Product Line Decisions
2. The Brand
2.1. Brand Fundamentals
2.2. Brand Elements
2.3. The importance of the Brand
2.4. Brand Functions
2.5. Value Creation for the Company
2.6. Brand Building Processes
2.7. Strategic Brand Management
2.8. Brand Extensions to New Products and New Markets
2.9. Brand Identity, Positioning, Image and Personality
2.10. Brand Identity Sources
2.11. Brand Positioning and Repositioning
2.12. Brand Image and Identity
2.13. Brand Personality
2.14. Brand Value
2.15. Brand Awareness

Evaluation Type

Continuous assessment will consist of 2 written tests (weight 3), individual work and group work (weight 2.5) and participation in classes and extracurricular activities (weight 1).
The final classification will result from the following weighting:
. Continuous assessment - 60%
. Frequency Exam - 40%

Teaching Resources

Theoretical classes will be given using computer resources.
The teacher´s presentation slides and a set of exercises of a more practical nature will be available for students to acquire competences.
All class support material will be placed in the University´s e-learning system

Sustainability Objectives

Keywords

Brand
product
management
strategy

Main Bibliography

Complementary Bibliography