Base Knowledge
Marketing knowledge is recommended .
Teaching Methodologies
Will be used the following teaching-learning:
1. Expository with audiovisual media for explanation of the syllabus;
2. Active, through the resolution of practical cases and discussion of case studies and scientific papers;
3. Collaborative, by conducting group work.
Students may obtain approval through the following systems:
– Discreet assessment;
– Assessment by exam.
The discreet assessment includes the following components:
– Group work (scientific paper), with a weight of 50% of the final grade;
– Written exam, without consultation, with a weight of 50% of the final grade.
In none of the assessment components classification can be less than 7.
The assessment system by final exam will consist of a written test
Learning Results
At the end of the curricular unit, the student should have achieved the following learning outcomes:
a) Master the fundamental concepts of the brand;
a) Understand the principles of the brand legal system;
c) Understand the dimensions and process of developing brand corporate identity;
d) Compare different models of brand equity;
e) Apply marketing relational approaches to brand management;
f) Research independently, make reasoned judgments and communicate oral and written clearly.
Program
1. Fundamental concepts of brand
2. Brand law
3. Brand identity
4. Brand equity
5. Relational brand management
6. Applied research on brand
Grading Methods
- - trabalho de grupo (artigo científico) - 50.0%
- - Teste Escrito - 50.0%
- - Exame Escrito - 100.0%
Internship(s)
NAO
Bibliography
Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Aaker, D. (1996). Building strong brands. New York: The Free Press.
Kapferer, J.-N. (2007). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (3rd edition). London: Kogan Page.
Keller, K. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd edition). Upper Saddle River: Prentice Hall.
Lencastre, P. (Ed.) (2007). O Livro da Marca. Lisboa: Dom Quixote.
De Chernatony, L. & McDonald, M. (2003). Creating Powerful Brands (3rd edition). London: Butterworth-Heinemann,