Brand Management
Code
2327
Academic unit
null
Department
null
Credits
7
Teacher in charge
Catherine Therese Laurence Jouven da Silveira
Teaching language
English
Objectives
A balanced approach to Branding, combining theory and practice, for students who aim to work in Marketing, Advertising, Communication or Strategy. Students (in teams of approximately 5 individuals) will be asked to develop a brand´s platform, using the main Branding concepts [Equity, Image, Identity, Positioning...], as they are presented in Theoretical Classes. The platform will include analyzing the current image and identity of a selected brand and suggesting an improved identity/positioning and a Marketing and Communication plan for the brand. Unilever is our partner for this practical part of the Course.
Prerequisites
Subject matter
Bibliography
Teaching method
The Course is organized to provide the essential Branding knowledge as well as the appropriate tools to conduct the Team Project. It includes 2 different types of Classes:
-Theoretical Classes
-Team Project Sessions, where students are required to present a predetermined part of their Team work.
During these Team Project Sessions weeks, Theoretical Classes are not offered. Teams will present their final project to Unilever in May.
Evaluation method