Currículo
Sustainable Brand Management SBM
Contextos
Groupo: Management > 2º Ciclo > Parte Escolar > Unidades Curriculares Optativas > Major Streams "Strategy & Marketing Management"
ECTS
3.0 (para cálculo da média)
Objectivos
Learning Objectives: • LO1 Understand the principles of branding and their importance. • LO2 Analyze branding strategies and their effectiveness in promoting sustainability. • LO3 Evaluate brand value considering environmental and social aspects. • LO4 Develop authentic sustainable brand messages. Skills: Critical thinking to evaluate branding strategies for the development of sustainability. Strategic planning to align branding with sustainable business objectives. Communication skills to create authentic brand messages. Analytical skills to evaluate the environmental and social contexts and their impacts on brands. Collaborative skills in sustainable branding projects. Ethical decision-making in branding.
Programa
1. Brand Fundamentals and Sustainable Brands 2. Sustainable Branding 3. Brand Equity 4. Brand Value 5. Brand Identity and Image 6. Sustainable Brand Communication
Método de Avaliação
Teaching and Learning Methodologies Specific to the Curricular Unit: • Lectures: Covering foundational concepts of branding and sustainability. • Group Discussions: Engaging students in conversations about current issues and trends in sustainable branding. • Practical Workshops: Hands-on sessions for developing sustainable branding strategies. • Group Projects: Collaborative work to create a sustainable brand strategy for a real or hypothetical company. Assessment: • Group Project (40%): Develop and present a sustainable branding plan for a product or service, including sustainability considerations and branding strategies. • Class Participation (10%): Engaging in discussions, sharing insights on readings, and contributing to group activities. • Final Exam (50%): A written exam assessing theoretical understanding of sustainable branding principles and their applications.
Carga Horária
Carga Horária de Contacto -
Trabalho Autónomo - 80.0
Carga Total -
Bibliografia
Principal
- Business on a mission: how to build a sustainable brand. Routledge.: Last, A. 2021
- Advanced brand management: Managing brands in a changing world. John Wiley & Sons.: Temporal, P. 2011
- The New Rules of Green Marketing. Berrett-Koehler Publishers.: Ottman, J. 2017
- Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley.: Wheeler, A. 2017
- Sustainable Branding Ethical, Social, and Environmental Cases and Perspectives. Taylor & Francis: Palazzo, M., & Foroudi, P. 2021
- Creating a Sustainable Brand: A Guide to Growing the Sustainability Top Line. Routledge.: Campher, H. 2017
- The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society. Morgan James Publishing.: Aaker, D. A. 2022
- Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 5th Edition. Pearson.: Keller, K. L., & Swaminathan, V. 2019