Universitat Internacional de Catalunya
Brand Management and Strategy
Teaching staff
Through email, office hours can be asked to the professor whenever they are necessary: rmselvam@uic.es
Introduction
Communication should be an essential tool for helping brands to achieve a constant, open and interactive relationship with citizens, based on trust and credibility element. In order to achieve that good esteem among his audience, brands must manage communicative relationships through strategic plans.
The course hopes to deepen strategic communication. In order to articulate the complex web of relationships that institution has with various audiences, will require different communication programs.
Communication programs should be designed with a long-term vision, planning of communication activities both internally and externally, must exceed the short term reaching long.
Pre-course requirements
It must have taken the course of Institutional Communication, Statistics and Market Research and Strategic Management.
Objectives
- Obtain a detailed knowledge on construction, developing and maintaining of a brand.
- Know and value intangible resources while learning how to manage them.
- Connect commitment to brand re-knownment via reputation management
- Reinforce communicative strategic vision in this area.
Competences/Learning outcomes of the degree programme
- 05 - The ability to learn autonomously
- 06 - The ability to act autonomously and responsibly
- 08 - The ability to organise time and workspace
- 09 - Lingustic ability in Catalan, Spanish and English
- 11 - The ability to make judgments and well-argued critical assessments
- 22 - The ability to generate debate and reflection
- 85 - The ability and skill to act as experts in the strategic management of corporate image
Syllabus
-
1.- Introducción a la marca.
2.- Identidad e imagen. Valor y relación.
3.- Imagen corporativa:
3.1.- Comportamiento, cultura y personalidad.
3.2.- Instrumento de gestión.
3.3.- La auditoría
3.4.- Plan estratégico de comunicación
4.- Intangibles empresariales:
4.1.- Imagen y reputación corporativa
4.2.- Construcción de RC
4.3.- Cultura c., gestión y tipologías.
5.- Comunicación interna
6.- Liderazgo
7.- Propósito
7.- Responsabilidad Social Corporativa
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 1,0 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 1,4 |
| Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. | 1,8 |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 1,8 |
Evaluation systems and criteria
In person
1st convocatory
20% Class participation
50% Final Work
30% Practices.
20% theoric exam.
Students presenting to 2nd convocatory will make an exam.
Bibliography and resources
Aaker, D. (1996). Construir marcas poderosas. Barcelona: Gestión 2000.
Costa, J. (2012). La imagen de marca. Un fenómeno social. Barcelona: Paidos.
Del Toro, J. M. (2009). La Marca y sus circunstancias. Barcelona: Ediciones Deusto.
Pursals, C. (2013). La reputación de marca. Barceona: Editorial UOC.
Vilafañé, J. (2004). La buena reputación. Madrid: Editorial Pirámide.
Articles:
Costa, Juan (2012). CONSTRUCCIÓN Y GESTIÓN ESTRATÉGICA DE LA MARCA: Modelo MasterBrand. Revista Luciérnaga, Año 4, N8. Grupo de Investigación en Comunicación, Facultad de Comunicación Audiovisual, Politécnico Colombiano Jaime Isaza Cadavid. Medellín Colombia. ISSN 2027-1557. Págs. 20-25.
MONFORT, Abel; SEBASTIÁN, Ana and LÓPEZ, Belén: CORPORATE IDENTITY IN THE BRAND CO-CREATION ERA. Revista Communication Papers, Nº 8 (Monográfico II), páginas 31 a 40.
VILLAGRA, N., & LÓPEZ, B.,”ANALYSIS OF VALUES AND COMMUNICATION OF THE RESPONSIBLE BRANDS.CORPORATE BRAND STRATEGIES FOR SUSTAINABILITY”, Communication&Society/Comunicación y Sociedad, Vol. 26, n. 1, 2013, pp. 196‐221.
Villafañe, J. (2012). La gestión de los intangibles empresariales. Comunicação e Sociedade, 8, 101-113.