Universitat Internacional de Catalunya

Brand Management and Strategy

Brand Management and Strategy
6
11001
4
First semester
op
Main language of instruction: English

Teaching staff


Ms. ELIZALDE MONROSET, Guillermo José - gjelizalde@uic.es

By appointment and agreed upon between teacher and student during class sessions

Introduction

Most companies use brands to capture the value they offer to their clients. Brands are an essential mental company asset, and brand building is an strategic element of a managers' playbook.

Brand management include key strategic decisions on value proposition, product portfolio, pricing, distribution, communication and promotion.

The course aims at increasing familiarity with key brand management concepts and strategic tools, mainly developed by highly competitive fast moving consumer goods companies. When needed, we will offer an international brand management perspective.

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 brand buidling, maintenance and development.
  • Know and value intangible marketing resources while learning how to manage them.
  • Understand the link between brand management and top line / bottom line growth.

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
  • 97 - To be able to read and understand literature in the field of communication in the English language
  • 99 - To be able to understand the principal ideas in a conference in the English language

Learning outcomes of the subject

After finishing the course the student will know:

1. The nature of the brand asset management
2. The brand building and management key levers
3. How build a brand launch plan

Syllabus

  1. The human being as the brand target and decision maker        

  2. Global dynamics

  3. Local and Global brands

  4. How to enter a market

  5. Customer centricity

  6. Brand positioning

  7. Brand portfolio

  8. Brand pricing

  9. Brand communication

  10. Physical availability

Teaching and learning activities

In person



TRAINING ACTIVITYECTS 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




Indispensable conditions for being evaluated are handing in all assigned work and attendance to at least 88% of classes (>3 absences= not evaluated).

1st convocatory

10% Class involvement

40% Brand case study (20% presso, 20% deck)

30% Group cases

20% Exam

 

2nd convocatory (July)

Exam - Maximum possible mark: 7/10

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.

Cateora, Philip R (2020).  International Marketing. Mexico, McGraw Hill.

 

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.

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