Gestão de Produtos e Marcas

Marketing Introduction

In this curricular unit the following teaching methodologies are used:

– Verbal methodologies (say), with the use of the teaching resources exhibition, explanation, dialogue and debate;

– Intuitive methodologies (show), with the use of pedagogical resources demonstration, audiovisuals and written texts;

– Active methodologies (do), with the use of teaching resources group work, team and project work, case studies, gamification.

– Methodologies that incorporate technologies in teaching processes: Kahoot!, Mentimeter, etc.

– Develop understanding of the product concept, its classification and role in organizations.

– Understanding the various strategic and political options for product line management.

– Understand the role of packaging and price in formulating product strategy and its interaction with other marketing variables.

– Understand the importance of the brand for the product, its components and the various opportunities and challenges that this poses to marketing managers.

1. Product Management

1.1. The product and innovation

1.2. Strategic planning of the product

1.3. Product development models

1.4. Tools in product management

2. Brand Management

2.1. General considerations about brands management

2.2. The registration of brands

2.3. Brand architectures

2.4. Brand positioning

2.5. Brand elements

2.6 The value of the brand

The periodic assessment:

a) Two individual tests, closed book exam, with a weight of 30% each in the final grade (minimum grade of 8 out of 20 on the first test is required for approval in this assessment modality. The second test has no minimum grade requirement);

b) A group work, with a weight of 20% in the final grade;

c) Mini assignments, weighting 20% of the final grade.

The only justifications for non-attendance accepted are those included in article 39 of the Academic Regulations for the 1st cycle of studies at ESTGOH.

 The assessment by exam:

a) An individual exam, closed book exam, with a weight of 100% in the final grade.

In cases where there are well‑founded suspicions of academic fraud detected during the marking of assessment elements (not in flagrante), an oral exam may be conducted to clarify the facts.

NAO