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

GESTÃO DE PRODUTO E MARCA - 2021/2022

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 ManagementConcepts
1.1.1. What is a Company?
1.1.2. What is Management?
1.1.3. Management Levels
1.1.4. The Management Process: Planning, Organizing, Leading, and Controlling
1.2. Review of Key Marketing Concepts
1.2.1. What is Marketing?
1.2.2. The Marketing Process
1.2.3. Segmentation, Targeting, and Positioning
1.2.4. Marketing-Mix: Product, Price, Place, and Promotion
2. The Product
2.1. What is a Product?
2.2. Product Types
2.3. Product Levels
2.4. Product Decisions
2.4.1. Product Attributes
2.4.2. Brands
2.4.3. Packing
2.4.4. Labels
2.5. Decisions on Product Lines
2.5.1. Product and Offer Portfolio
2.5.2. Product Line and Product Line Extension
2.5.3. Product Mix Decisions
2.6. Specificities of Services
2.6.1. Service Features
2.6.2. From 4 P´s to 7 P´s in Services
2.6.3. Interactive Marketing in Servicesions
3. Product Management Strategies
3.1. Product Management Objectives and Functions
3.2. Product Lifecycle
3.3. Portfolio Management: BCG Matrix
3.4. Impact of the Internet and Social Networks on Product Management
3.5. Development, Innovation, and Product Planning
3.5.1. Innovation Concept
3.5.2. Innovation Types
3.5.3. The Process and Phases of Development of New Products
3.5.4. Innovation Strategies and New Products
4. Growth Strategies
4.1. Strategy Concept
4.2. Stages of the Strategic Management Process
4.3. Strategic Analysis Models
4.3.1. Ansoff Market Product Model
4.3.2. Porter´s Generic Strategies Model
4.3.3. Canvas Strategy Model and Blue Ocean Strategy
5. The Brand
5.1. What is a Brand?
5.2. Brand Fundamentals
5.3. Brand Elements
5.4. Importance of Brand
5.5. Brand Functions
5.5.1. Value Creation for the Company
5.5.2. Value Creation in B2C and B2B markets
5.6. Brand Building Process
5.7. Legal Protection of Trademarks and Patents
6. Strategic Brand Management
6.1. What is Strategic Brand Management
6.2. Strategic Brand Management Process
6.3. Brand Extension to New Products and New markets
7. Brand Identity, Positioning, Image, and Personality
7.1. Brand Identity Sources
7.2. Kapferer´s Identity Prism
7.3. Brand Positioning and Repositioning
7.4. Brand Image and Identity
7.5. Brand Personality
8. Brand Equity
8.1. Brand Value Concept
8.2. Sources of Brand Value
8.3. Brand Value Models
8.3.1. Aaker Model
8.3.2. Keller Model
8.3.3.Yoo & Donthu Model
8.3.4. Young & Rubicas (BAV) Model
8.4. Brand Value Chain
9. Brand Loyalty
9.1. The Brand as a Symbol of Loyalty
9.2. Brand Loyalty Levels
9.3. Advantages of a Loyal Customer
9.4. Evolution of the Brand Loyalty Cycle
9.5. Brand Loyalty as a Way to Create Value
9.6. How to Maintain and Increase Band Loyalty
10. Brand Awareness
10.1. What is Brand Awareness?
10.2. Brand Awareness Levels
10.3. Aaker´s Brand Awareness Pyramid
11. Perceived Quality
11.1.Dimensions of Perceived Quality
11.2. Perceived Quality of Services
11.3. How to Increase Perceived Quality?
11.4. Perception of Perceived Quality
11.5. Perceived Quality and Real Quality
12. Brand Associations
12.1. What are Brand Associations?
12.2. Types of Brand Associations
12.3. Aaker Model of Brand Associations
12.4. How to Maintain Brand Associations?
13. Brand Value Assessment
13.1. Factors that Influence the Assessment of Brand Value
13.2. Components of Brand Value
13.3. Financial Brand Evaluation
13.3.1. Basics of Capitalization and Value Discount
13.3.2. NPV and IRR Calculation

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