Conhecimentos de Base Recomendados

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Objetivos

The Branding and Product Development module aims to address in depth one of the core areas of Marketing: Brands and the product.
In this context, it is intended that students distinguish the different components associated with their management, at the level of strategic and tactical decisions, understanding the brand options and identifying the field of intervention of the product and / or brand manager under the company Marketing and overall strategy.

Métodos de Ensino

‒ Classes will have a theoretical presentation and the discussion of real case studies and practical exercises, related with those topics;
‒ Students will develop a group essay, a written test and will be asked to present their findings and reflections during the semester.

Estágio(s)

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Programa

1. Brand Essentials
1.1. Brand and Marketing Management
1.2. Brand definition and the role of the brands
1.3. Types of brands and brand portfolios
1.4. The brand and the organization
1.5. The brand manager

2. Brand identity
2.1. Brand Identity major approaches
2.2. Brand identity, value proposition and positioning
2.3. Brand personality

3. Branding Development vectors
3.1. New product / innovations introduction
3.2.New markets selection

Demonstração de conteúdos

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Demonstração da metodologia

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Docente(s) responsável(eis)

João Paulo Filipe Torneiro - 2.º Semestre

Bibliografia