This course aims to combine a perspective of brand management and marketing communication with a strong practical focus, reflected on an extensive scrutiny of contemporary cases, across a variety of sectors and geographies.
At the end of the course students should be able to:
- Understand brand fundamentals, brand management scope and identify characteristics of leading brands;
- Understand and develop brand strategy elements, co-ordinated with business strategy;
- Understand how to co-ordinate brand strategy with brand expression, marketing communications, applications development and implementation.
Prof. João Faria Gomes
MA in Management at Universidade Católica, Portugal;
Guest Professor at ISCTE-IUL;
Specialization in Business Strategy, Brand Strategy, Brand Management, Brand Identity, Marketing.
Prof. Mónica Fernandes
Guest professor at ISCTE-IUL in Marketing, Operations and General Management Department.