Management of Mracas in Tourism

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In this curricular unit, the following teaching methods are used:

1. Expository, using audiovisual means to explain the syllabus;

2. Active, through the resolution of practical cases and discussion of case studies and scientific articles;

3. Collaborative, through group work.

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.

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

• - Group work - 50.0%
• - Frequency - 50.0%

• - Individual work - 50.0%
• - Exam - 50.0%

NAO