Checking date: 08/07/2020

Course: 2020/2021

Product and Brand Management
Study: Master in Marketing (269)


Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
Not required.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. Specific skills: *CE8: Analysis, evaluation and decision making on product and brand (development strategies, launch and positioning, product life-cycle management, brand value, and know the legal framework that rules products and brands management) Learning objectives: ¿ Understand the existing branding practices of firms and appreciate their limitations. ¿ Develop an understanding of profitable product and brand management
Description of contents: programme
The course focuses on the following aspects of product management and brand: a) system of brand management and product b) strategies for managing a brand, c) extent of brand management across products and geographies, d) brand value and how to analyze it
Learning activities and methodology
The subjects will be bimodal 50% (synchronous online teaching in big or aggregate groups, face-to-face teaching in small groups). Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Aaker, D. A. . Building Strong Brands. London: Simon & Schuster. 2011
  • Aaker, D. A. . Brand Portfolio Strategy. New York: Free Press.. 2004
  • Keller, K. L. . Strategic Brand Management 4th ed. Pearson Prentice-Hall.. 2013
  • Lehman, Donald R. and R. Winer. Product Management 4th ed.. Boston: McGraw-Hill.. 2005

The course syllabus and the academic weekly planning may change due academic events or other reasons.