Universidade Nova de Lisboa

Universidade Nova de Lisboa

Nova School of Business and Economics

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 Brand Management, combining theory and practice, for students who aim to work in Marketing, Sales, Advertising, Communication or Strategy.

Nestlé is our partner for this Course.

This Course is only open to students with knowledge in Marketing - through at least two previous Courses in Marketing or/and Sales, in the Undergraduate or Graduate programs - or/and previous working experience related to the Marketing area (e.g., Internship, Summer Job, professional experience in Marketing, Strategy, Sales or Communication).

Prerequisites

N/A

Subject matter

  • Introduction to the main Brand Concepts

  • Measuring Brand Performance

  • Branding Challenges and Opportunities

  • Brand Identity

  • Brand Positioning

  • Brand Strategy

  • Brand Building and Brand Management

    • Bibliography

    Main bibliography:

    AAKER, David A. Building Strong Brands, 2002, Free Press Business

    KAPFERER, Jean-Noël The New Strategic Brand Management, 5th edition, 2012, Kogan Page (Essential)

    KELLER, Kevin Lane & APERIA, Tony & GEORGSON, Mats Strategic Brand Management, A European perspective, 2nd Edition, 2012, Prentice Hall (Essential)
    Additional bibliography:

    De CHERNATONY, Leslie, From Brand Vision to Brand Evaluation, 3rd Edition, 2010, Butterworth - Heinemann/Elsevier

    HARVARD BUSINESS REVIEW ON BRAND MANAGEMENT, 1999, Harvard Business School Press

    KLEIN, Naomi No Logo, 2000, Flamingo - Harper Collins Publishers

    SILVERSTEIN, Michael J. & FISKE, Neil

  • Trading up, 2005, Portfolio

  • Treasure Hunt, Inside the Mind of the New Consumer, 2006, Portfolio
    • Other resources:

  • Course power point slides will be available on the Class web page/Moodle a few days before each class;

  • Additional Material [Readings, Practical cases...] will be available on the same web page.

    • Teaching method

    The Course includes 2 different types of Classes:

  • Lectures, organized to provide the essential Branding knowledge as well as the appropriate tools to conduct the Team Project.

  • Team Project Sessions, where students are required to present a predetermined part of their Project team work. Four to five Team Sessions are scheduled during the Semester. During these Team Project Sessions weeks, lectures are not offered.

    • Evaluation method

    ASSESSMENT.

    The Final Exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.

    Team Project: 55%

  • Final Report + Final Presentation to NESTLÉ: 20% [Team evaluation]

  • Individual Contribution: 15% [Peer evaluation]

  • Team Sessions quality and preparation: 15% [Team evaluation]

  • Communication Skills: 5% [Individual evaluation]

    • Individual in-home written Assignment (Case): 15%

    Final Exam [Mandatory]: 30% [Minimal grade of 8, 5 is required]

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