| Code: | MDCM2103 | Acronym: | GMAR |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| MDCM | Aviso nº 9882/2017 | 1º | 6 ECTS | 54 | 160 |
| Theoretical-Practical: | 45,50 |
| Orientação Tutorial: | 9,00 |
Teaching - Hours
|
Portuguese
Descriptive summary of the course
This course aims to contribute to learning the nature of the brand and how to create, build, leverage and rejuvenate a brand, in the context of globalization and green and digital transformations. In practice, all companies have a brand, an identity, a name, a reputation, which distinguishes them from the competition. However, despite many recognizing the importance of brands, there are still relatively few companies that can claim to have a strong, long-lasting and sustainable brand in an environment of strong turmoil and hypercompetitiveness. Conveniently managed, purpose-built brands can be a company's most valuable asset. This curricular unit provides an in-depth approach to brand management in a strategic, holistic and dynamic perspective.
Learning objectives and expected outcomes
By combining the most current knowledge (academic and professional) on the subject of brand management with practical exercises, and analysis of case studies, this course aims to:
1. Explain the complex and dynamic nature of the brand and identify its components in the age of Marketing 5.0;
2. Show how an integrated and systematic brand management process is implemented, which contributes to enhancing customer loyalty, competitive advantage and the organization's profitability;
3. Provide a basis for managing a brand over time and in the context of globalization;
4. Explain how to manage a brand in specific 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 faced by entrepreneurs and brand managers, and identify effective ways to overcome them;
2. Analyze the characteristics of the brand management process and the brand's strategic plan;
3. Conduct a strategic and brand value analysis;
4. Generate ideas about brand strategies for simulated brand scenarios and in different contexts;
5. Develop a brand platform using key brand management concepts.
1. Introduction to the brand.
1.1 Multidimensional nature and meaning of the brand in the age of Marketing 5.0.
1.2 Roles and benefits of the brand.
1.3 Brand Requirements.
2. Nature and modeling of brand management.
2.1 Nature of brand management.
2.2 Brand management models.
2.3 Fundamental concepts of brand management.
2.4 Model of the brand management system by processes.
3. Management of the brand over time: extension, reinforcement, rejuvenation, and revitalization of the brand.
4. Brand management in the context of internationalization.
5. Brand management in special contexts.
5.1 Brand management in SMEs.
5.2 Management of industrial and B2B brands.
5.3 Service Brand Management.
5.4 Management of personal brands.
5.5 Country, region and city brand management.
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.
| Keller, Kevin Lane e Swaminathan, Vanitha;Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition 5th Edition, Pearson Education, 2020. ISBN: 978-1292314969 |
| Miller, Donald;Construir uma StoryBrand, Editora Self, 2022 |
| Tavares, Victor;Gestão de Marcas, Escolar Editora, 2016 |
| Abreu, João (Coordenador);Empresariato: Casos de Sucesso Empresarial: Branding, Editora IDIOTEQUE, 2018 |
| Oliveira, Carlos;Brand Management na Era Digital e Humana, Actual Editora, 2019. ISBN: 9789896942724 |
| Blázquez, Fernando G. ;Pessoas e Marcas na História do Mundo, Editora Livros De Hoje, 2014 |
| Hao, Andy W. et al;Two decades of research on nation branding: a review and future research agenda, International Marketing Review., Emerald Publishing Limited, 2019. ISBN: DOI 10.1108/IMR-01-2019-0028 |
| Pistikou, Victoria, Masouras, Andreas e Komodromos, Marcos;Handbook of Research on Future Policies and Strategies for Nation Branding, IGI Global , 2021. ISBN: 1799875334 |
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Group work | Projectos | 50 | |
| Autonomous study | Teste/Exame | 53 | |
| Assessment | Teste/Exame | 3 | |
| Tutorial guidance | Participação Presencial | 9 | |
| Total: | 160 |
Individual written test: 100%
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.