Event Management in the Activation of Municipal Brands

This curricular unit is based on 3 complementary methodological axes, including: lectures, important for sharing concepts and theoretical information on the fundamental principles of brand and event management; analysis of case studies, fundamental to interpret through practical and real examples the concepts learned and, finally; the development of group work and joint activities, in order to encourage critical thinking and the co-creation of solutions through practical exercises that prove the good use of classes.
Thus, classes will be developed:
1. Theoretical-practical analysis and discussion of cases.
2. Practices for applying skills in design

The main objective of this curricular unit is to provide participants with the tools and knowledge necessary for the effective creation, management and organization of events that act as elements of activation of territorial brands. For this purpose, skills will be developed in terms of strategic definition, planning, legislation, and protocol in different types of events. The concept of municipal branding will also be deepened, as well as its respective role in the enhancement of the territory, through a governance methodology based on the concepts of Branding and Territorial Marketing. 

Management of Municipal Brands
1. Introduction to the concept of branding in territories
2. Brand architecture and organizational structure definition
3. Methodology for managing municipal brands
4. Territories that mark

Event management
1. Introduction
2. Event Planning
a. Strategy
b. Event Planning Phases
3. Events in the Civil Service
a. Applicable legislation
b. Procedure for acquiring Public Service Services
c. Protocol
4. Budget

• - Individual and/or Group Work - 100.0%

• - Individual project - 100.0%

NAO

Bowdin, G. A. J., Allen, J., O’Toole, W., Harris, R., & McDonnell, I. (2008). Events Management (3a Edição). Burlington: Elsevier Butterworth-Heinemann.
Blythe, J. (2005). Essentials of Marketing (3a Edição). England: Pearson Education Limited.
Lei das Precedências do Protocolo do Estado Português – Lei n.º 40/2006, de 25 de agosto
Isidoro, A. M., Simões M.M,Saldanha, S. D. (2013). Manual de Organização e Gestão de Eventos. Edições Sílabo.
Kavaratzis, M. (2015). Place Marketing and Branding: A Practical Guide for Cities and Regions. Routledge.