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

GESTÃO DE PRODUTO E MARCA - 2018/2019

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

Teachers

Leading Teacher: Prof. Doutor Manuel Maçães
Assistant Professor: Prof. Doutor Manuel Maçães

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 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. Introduction
1.1. Review of Key Marketing Concepts
1.2. Marketing Mix
2. The Product
2.1. What is a Product?
2.2. Product Types
2.3. Product Levels
2.4. Specificities of Services
3. The Brand
3.1. Origin and Evolution of Trademarks
3.2. Importance of Brand
3.3. Brand Functions
3.4. Brand Features
3.5. Branding Processes
4. Product Management
4.1. Product Decisions
4.1.1. Product Attributes
4.1.2. Brands
4.1.3. Packing
4.1.4. Labels
4.2. Decisions on Product Lines
4.2.1. Product Line Extension
4.2.2. Modernization of the Product Line
4.3. Decisions on Product Mix
5. Brand Management
5.1. Brand Identity
5.2. Brand Positioning and Repositioning
5.3. Brand Communication
5.4. Brand Value
5.5. Brand Awareness
5.6. Quality Perceived
5.7. Brand Personality
5.8. The Mark as a Symbol of Loyalty
5.9. The Processes of Creating a Brand
5.10. Maintain Brand Longevity
6. Development, Innovation and Product Planning
6.1. The Process and Phases of Development of New Products
6.2. Innovation and New Products
6.3. Product Lifecycle
6.4. The Role of Product Manager
6.5. Legal Protection of Trademarks and Patents

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