Brand Management

Code: GES12674M

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Management

Teaching languages: Portuguese

Languages of tutoring support: Portuguese, English

Regime de Frequência: Presencial

Sustainable Development Goals

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Learning Goals

By the end of the module students should:
- Be aware of the role and importance of brands to differentiate the offer and to create value for the organizations.
- Be familiar with the core concepts and techniques in brand management;
- Be familiar with the different models for brand valuation;
- Be able to identify the main reasons for brand success and/or failure;
- Be able to analyse, to design and to plan brand strategies;

1. Brand Concept
2. Brand Equity
3. Corporate Identity Structures
4. Brand Management
5. New tendencies in Brand

Teaching Methods

The teaching sessions are a combination of theory and practice and mix the deepening of theoretical knowledge, methodological and empirical research and its application to concrete cases. In class:
- Student involvement will be sought, through the promotion of dialog, discussion of ideas and opinions, in order to promote students ability for reasoning, abstraction and oral exposition;
- Analysis and discussion of case studies;
- Analysis and discussion of scientific papers;
- Promotion and supervision of individual and group research work.
For assessment the students must do:
- Group essay (50%)
- Case Study (50%)