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
Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of marketing 19th edition. Pearson
Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach. Sage Open, 12(2), 21582440221099936.
Duarte, A. (2023). The relationship between brands and consumers, in Dias, P. & Duarte, A. (2023), Social Brand Management in a Post Covid-19 Era, (pp. 3-16). Routledge. https://doi.org/10.4324/9781003382331-2
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the academy of marketing science, 37, 328-344.
Olins, W. (2005) A Marca. Lisboa: Ed.Verbo.
Perez, Clotilde (2004) Signos da Marca: expressividade e sensorialidade. São Paulo: Pioneira Thomson Learning
Teaching method
Demonstrative/interrogative methods will be used to ensure effective student participation, whether through the search for and analysis of examples or through case studies.
Evaluation method
As this is a semester-long subject, in which attendance and participation are essential, three assessment moments should be considered, within the scope of continuous assessment:
a) attendance and active and interested participation (10%)
b) an individual work (40%)
c) a group work (5/6 students): Communication Proposal (50%)
Subject matter
History and evolution of Marketing
From the 4 P’s to the 4 C’s
Relationship Marketing
The brand: definition, history and evolution
Creation and Management of brands in the market
Brand Identity, Image and Value
Semiotics and Brand Communication