Base Knowledge
Marketing knowledge is recommended.
Teaching Methodologies
In this curricular unit, the following teaching methods are used:
a) Expository, using audiovisual means to explain the syllabus;
b) Active, through the resolution of practical cases and discussion of case studies and scientific articles;
c) Collaborative, through group work.
Learning Results
At the end of the curricular unit the student is expected to be able to:
a) Explain the fundamental concepts of brand;
b) Understand the elements and process of building the brand;
c) Compare the different models, sources and outcomes of brand equity;
d) Apply relational marketing approaches to brand management;
e) Understand the specificities of brand management in the tourism sector;
f) Investigate autonomously, formulate reasoned value judgments and communicate clearly in writing and orally.
Program
1. Fundamental brand concepts
2. Brand building
2.1. Brand strategy
2.2. Brand identity
2.3. Brand communication
3. Brand equity
3.1. Brand equity assessment models
3.2. Sources of brand equity
3.3. Outcomes of brand equity
4. Relational brand management
5. Specificities of brand management in the tourism sector
Grading Methods
The following assessment methods are provided:
1. Periodic assessment:
a) Individual test, closed book exam, with a weight of 50% in the final grade;
b) Group work, with a weight of 50% in the final grade.
2. Assessment by exam:
a) Individual exam, closed book exam, with a weight of 100% in the final grade.
Internship(s)
NAO
Bibliography
Chernev, A. (2020). Strategic Brand Management (3rd ed.). Cerebellum Press.
De Chernatony, L., McDonald, M., & Wallace, E. (2017). Creating Powerful Brands (4th ed.). Routledge.
Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). Kogan Page.
Keller, K., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson.