Marketing and Branding
Objectives
- Understand, analyze and apply marketing and branding management, from a corporate and consumer perspective;
- Analyze key concepts surrounding the subject: the definition and role of marketing mix; the development of brand and brand architecture; brand management and brand equity; positioning; among others;
- Empower the students to answer the following questions:
a) What is the difference between branding and marketing?
b) How can I leverage the brand more strategically?
c) How do I measure my results?
General characterization
Code
02107744
Credits
10.0
Responsible teacher
António Alexandre de Oliveira Duarte
Hours
Weekly - 3
Total - 280
Teaching language
Portuguese
Prerequisites
Available soon
Bibliography
- Aaker, D.A. (1996), Building Strong Brands. Free Press, New York, NY;
- Aaker, David (1991), Managing Brand Equity. New York: The Free Press;
- Brochand, B, Lendrevie, J, V. Rodrigues, J, Dionísio, P, (1996), Mercator, Teoria e Prática do Marketing. D.Quixote, Lisboa;
- Holt, D. B., & Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard business press;
- Keller, K, L, (2001), Building customer-based brand equity: A blueprint for creating strong brands (pp. 3-27). Cambridge, MA: Marketing Science Institute;
- Kotler, P., (2002) Marketing Management, Analysis, Planning, Implementation and Control, Prentice Hall Int., sixth edition;
- Kotler, Philip, & Keller, Kevin Lane (2012), Marketing management. Pearson Education, Inc., Prentice Hall;
- Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw Hill;
- Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.
Teaching method
The seminar (theoretical / practical) will promote various forms of effective learning, including case discussions, lectures, readings and practical exercises (individually and / or in group). Proficiency in English is essential, as the case studies presented and most of the recommended bibliography are in that language.
Evaluation method
Continuous Assessment - By the conclusion of the course, participants will write individually one case analysis. The style of the report will be as if the students were working as consultants for a company, based on a real life case(100%)
Subject matter
- What is marketing and branding?;
- Branding strong brands;
- Tools for marketing and branding strategy;
- Internet and Social media branding;
- Brand Equity.