Brand Management and Marketing Communication

Code:

2MK04

Acronym:

GMCM

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2022/2023 - 2S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	38	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

- To promote the understanding of the brand as an entity nuclear action marketing organizations and on their strategic importance.
- Develop the ability to integrate different knowledge related to the construction of the brand, its expression and its evaluation by different audiences.
- Understand how to develop a brand architecture framework.
- Encourage skills to enable the student to apply this knowledge in either professional activity or in the practice of research.
- Develop a program of integrated marketing communications
- Integrate communications program components in Marketing Mix and strategy of the organization
- Planning of resources and media campaigns

Learning outcomes and competences

- Be able to analyze the identity of a brand.

- Differentiate between the different types of brands, their advantages and drawbacks.

- Apply different methods of brand valuation, the financial point of view, market and marketing.

- Brand Architecture

- Complete if a brand has an integrated marketing communications

- Conduct a communication plan

Working method

Presencial

Program

1 - The evolution of the brand
1.1 - The brand as an element of differentiation
1.2 - The brand as an element of identity
1.3 - The brand as an asset

2 - The term brand
2.1 - Elements of the brand
2.2 - Types of mark
2.3 - The brand image in times of crisis


3 - The strategic brand management
3.1 - Models of Brand Identity
3.2 - Management Models and creation of Brand Equity
3.3 - The brand extension as a strategy for growth
3.4 - Qualitative and quantitative assessment of Brand Equity
3.5- Brand Arquitecture
4 - Integrated Marketing Communications
5 -  Creative strategy and creative process
6 - Transmedia and Sorytelling
7 - The impact of Integrated marketing communications campaigns in the brand equity
8- New communication challenges

Mandatory literature

Aaker, David A.; Measuring brand equity across products and markets
Paulo de Lencastre; O livro da marca. Dom Quixote., Dom Quixote, 2007
Shimp, Terence A.; Promotion management and marketing communications. ISBN: 0-03-076748-2

Complementary Bibliography

Quelch, John A.; The new global brands. ISBN: 0-324-32023-X
Park, Chan Su; A survey-based method for measuring and understanding brand equity and its extendibility
Stobart, Paul 340; Brand Power. ISBN: 0-333-57013-8

Teaching methods and learning activities

The course will run through theoretical and practical methods which intend to combine adherence to reality with the participation and creativity from the students:

exhibitions

Presentation and discussion of concepts, methodologies and techniques with audiovisual media.

practical cases

Analysis, discussion and decision-making group and individual related to concrete situations typical of Marketing.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Teste	40,00
Trabalho escrito	35,00
Apresentação/discussão de um trabalho científico	25,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Apresentação/discussão de um trabalho científico	40,00
Trabalho de campo	30,00
Trabalho escrito	72,00
Estudo autónomo	20,00
Total:	162,00

Eligibility for exams

The evaluation system includes two alternatives:

- Assessment with final exam
or
- Final exam

Calculation formula of final grade

1.Avaliação distributed

1.1 The final grade is calculated based on a weighted average according to the following percentages:

Working group 50% (25% oral presentation + 25% writing report)
Comprehensive test individual 50%

Classification improvement

Regarding the time of appeal, students have two options:

- If they have elaborate work group may, if they wish, be evaluated based on group work and take action according to the weights set out in Section 1.1;

- If they have not prepared the evaluation work of 2nd season will be made only by the respective individual written exam.