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IPLUSO 22290

Marketing Communication and Branding

Business Management and E-Commerce
  • ApresentaçãoPresentation
    Understand the process of developing a brand-focused Marketing strategy  Recognise how this process can be managed by an organisation to gain authority and visibility in the market
  • ProgramaProgramme
    Marketing Communication The Communication Mix The nature and functions of the brand Company vs. Consumer The factors that shape the brand Analysis and Performance Metrics The portfolio and the brand Brand image and awareness, esteem and familiarity Brand policies Types of strategies Main models of brand building Case analysis
  • ObjectivosObjectives
    Understand the differences between marketing, communication and branding Reflect on the Marketing strategy and how to implement it (in which channels) Communication strategies with branding as the key pillar
  • BibliografiaBibliography
    Marketing 6.0, Philip Kotler Primeiro Pergunte Porquê, Simon Sinek Brand Leadership, David A. Aaker Brand Management na Era Digital e Humana, Carlos Oliveira Neil patel Blog Resultados Digitais Blog HubSpot Blog
  • MetodologiaMethodology
    Expository method, group work in class, case studies for analysis at home, and interaction with guest companies.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não