Ficha Unidade Curricular (FUC)

Informação Geral / General Information

Código :
02246
Acrónimo :
GMCM
Ciclo :
2.º ciclo
Línguas de Ensino :
Inglês (en)
Língua(s) amigável(eis) :

Carga Horária / Course Load

Semestre :
2
Créditos ECTS :
6.0
Aula Teórica (T) :
0.0h/sem
Aula Teórico-Prática (TP) :
36.0h/sem
Aula Prática e Laboratorial (PL) :
0.0h/sem
Trabalho de Campo (TC) :
0.0h/sem
Seminario (S) :
0.0h/sem
Estágio (E) :
0.0h/sem
Orientação Tutorial (OT) :
1.0h/sem
Outras (O) :
0.0h/sem
Horas de Contacto :
37.0h/sem
Trabalho Autónomo :
113.0
Horas de Trabalho Total :
150.0h/sem

Área científica / Scientific area

Marketing

Departamento / Department

Departamento de Marketing, Operações e Gestão Geral

Ano letivo / Execution Year

2012/2013

Pré-requisitos / Pre-Requisites

None.

Objetivos Gerais / Objectives

This course aims to combine a perspective of brand management and marketing communications with a strong practical focus, reflected on an extensive scrutiny of contemporary cases, across a variety of sectors and geographies.

Objetivos de Aprendizagem e a sua compatibilidade com o método de ensino (conhecimentos, aptidões e competências a desenvolver pelos estudantes) / Learning outcomes

At the end of the course students should be able to: LG1 - Understand brand fundamentals, brand management scope and identify characteristics of leading brands LG2 - Understand and develop brand strategy elements, co-ordinated with business strategy LG3 - Understand how to co-ordinate brand strategy with brand expression, marketing communications, applications development and implementation

Conteúdos Programáticos / Syllabus

P1 - Brand Fundamentals P2 - Brand Management – strategy: Stage 1 – Understanding Stage 2 – Brand Idea Stage 3 – Expression P3 - Brand Management – operational: Stage 4 – Applications Stage 5 – Implementation Marketing Communication P4 - Project

Demonstração da coerência dos conteúdos programáticos com os objetivos de aprendizagem da UC / Evidence that the curricular units content dovetails with the specified learning outcomes

LG1 - P1, P2 LG2 – P1, P2, P4 LG3 – P3, P4

Avaliação / Assessment

Lectures, Case Study Analysis & Group Work | Final Group Project 50% Individual Project 30% Participation 20%

Metodologias de Ensino / Teaching methodologies

Demonstração da coerência das metodologias de ensino e avaliação com os objetivos de aprendizagem da UC / Evidence that the teaching and assessment methodologies are appropriate for the learning outcomes

The methodology will help the development of critical competencies and will also allow an enrichment of the class with the specific contributions of each student. The analysis of case studies and the development of group work will allow the integration between the theoretical concepts and its practical application. The individual project will examine whether each student has absorbed and knows how to apply in other contexts all the concepts presented throughout the syllabus. Learning-Teaching Methodologies(LTM) Learning Goal (LG) 1. Expositional, to the presentation of the theoretical reference frames All 2. Participative, with analysis and resolution of business cases All 3. Active, with the realization of company project All 4. Self-study, related with autonomous work by the student, as is contemplated in the Class Planning. All

Observações / Observations

Bibliografia Principal / Main Bibliography

Fill, Chris (2002) Marketing Communications – Contexts, Strategies and Applications. Essex, Prentice Hall. Olins, Wally (2008) Wally Olins: The Brand Handbook. Thames & Hudson.

Bibliografia Secundária / Secondary Bibliography

Tannenbaum, S. and Lauterborn, R. (1994) The New Marketing Paradigm – Integrated Marketing Communications.

Data da última atualização / Last Update Date

2024-02-16