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

GESTÃO DE PRODUTO E MARCA - 2016/2017

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

Teachers

Leading Teacher: Prof. Doutora Paula Rodrigues
Assistant Professor: Prof. Doutora Paula Rodrigues

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

The Brand and Product Management, to be framed in the curriculum of a degree in Marketing, aims to give students an overview of the use, purpose and management methodologies that have a bearing on the analysis to be applied in enterprises within the strategies of Brand .

Specific Aims/Objectives

It is intended to provide students with sufficient knowledge and tools that relate to the use of logic and analytical methods, enabling support strategic decisions of Product and Brand.

Skills to be acquired

Understand techniques for improving the achievement of management indicators of Brand and Product.
Understand the methods of strategic decision-making of Brand and Product.
Understand the differences between the various management strategies Brand and Product.
Understand the application of methodologies with real business data.

Teaching Procedures

Theoretical concepts are developed and solved exercises on the same application. Students will have a set of case studies to practice skills.

Programme

I. introduction
What is Brand Management?
Historical Evolution of Brand and its management.
The Challenges of Brand.

II. The Importance of Brand

Concept and Evolution of Brand Concept
Definition and role of the mark
Consumers face the mark
Features Brand

III. The Brand

Brand Identity
Brand Positioning
What is positioning?
Importance of consumer behavior in positioning
The power of the name
Positioning a brand leader and a follower mark
repositioning
Brand Communication
Brand Value in Consumer Mind
Brand awareness
perceived quality
Brand associations
Brand personality
Brand loyalty
Price premium

IV. Brand Management

Modern Brand Management
Managing the Brand Portfolio
Objectives of a brand portfolio
Dimensions of Strategy a portfolio of brands
Strategies for a portfolio of brands
Audit of the brand portfolio
Managing the brand portfolio
Economic Evaluation of Brand
Evaluation Methodologies Brand
Evaluation Based on Costs
Evaluation Based Marketing

Evaluation Type

The evaluation will be done according to the scheme chosen by students. In continuous assessment, attendance sheet will be passed in all classes. Will be undertaken for continuous assessment to designate timely, as will be made intercalary assessment tests.

Teaching Resources

The lectures will be given using electronic means. Will be provided a set of more practical exercises for students to acquire skills. All material support classes will be placed in the system of e-learning at the University.

Sustainability Objectives

Keywords

Brand
product
management
strategy

Main Bibliography

Complementary Bibliography