Digital Branding

Occurrence: 2023/24 - 2S

Courses

Hours Actually Taught

MG-DBA-1ED

Learning outcomes of the curricular unit (knowledge, skills and competences to be developed by the students)

LO1 - Understand the importance of branding (brand building);
LO2 - Realize the true meaning of Digital Branding;
LO3 - Understand the importance of knowing the consumer when developing a Digital Branding strategy;
LO4 - Realize that the brand must develop a communication for digital media that is aligned with its identity;
LO5 - Develop a design suitable for branding, product, and consumer;
LO6 - Know brand activation procedures.

Syllabus

S1 - Brand
S2 - Branding
S3 - Digital Branding
S4 - Brand Equity
S5 - Customer/user journey
S6 - Integration of new digital media in the branding strategy
S7 - The digital activation of the brand

Demonstration of the syllabus coherence with the curricular unit's learning objectives

Evidencing how, in a changing context, social media has acquired a preponderant importance for companies, and consequently in their branding, enabling the sum of all new online experiences, it is important to develop skills that allow students to effectively perform digital branding management.

The syllabus derives from the previously defined objectives. The learning objectives for each point of the syllabus will be addressed in the theoretical and theoretical-practical classes. S1, S2, and S3 aim to achieve LO1 and LO2; S3, S4 and S5 correspond to LO3 and LO4; S5, S6 and S7 address LO5 and LO6.

LO1 - S1 e S2
LO2 - S1, S2 & S3
LO3 - S3, S4 & S5
LO4 - S3, S4 & S5
LO5 - S5 & S6
LO6 - S5, S6 & S7

Teaching methodologies (including evaluation)

In face-to-face classes, the following teaching methodologies will be used:

M1 - expository method (for the exposition of the fundamental concepts and theories);
M2 - demonstration method (presenting real-life case studies);
M3 - participatory method (involving students conducting case studies, in video presentation, with a view to integration and consolidation of knowledge);
M4 - active method (individual and group work in a digital context);

In on-line classes, the following teaching methodologies will be used:

M2 - demonstration method; 
M3 - participatory method;
M4 - active method.Students will identify a research topic and collect and organize information, to present their work project to the class at a discussion and critique session.

Demonstration of the coherence between the teaching methodologies and the learning outcomes

The teaching-learning methodologies aim at the development of the students main learning skills that will allow them to fulfill each of the learning objectives, with the following distribution:

LO1 - M1, M2 e M3 (A1)
LO2 - M1, M2 e M3 (A1)
LO3 - M1, M2 e M3 (A1)
LO4 - M3 e M4 (A2)
LO5 - M3 e M4 (A2)
LO6 - M3 e M4 (A2)

The pursuit of OA1, OA2 and LO3 is consistent with M1, M2, and M3, with the respective achievement being assessed in A1;The pursuit of LO4, LO5 and LO6 is consistent with M4, with the respective achievement being assessed in A2.

Bibliography (Mandatory resources)

De Oliveira, C. (2019). Brand Management na era digital e humana, Ed. Prime Books, Lisboa.
Godin, S. (2021). O Processo Criativo, Ed. Ideias de Ler.
Hanlon, A. (2019). Digital marketing: strategic planning & integration. Sage.
Rowles, D. (2018). Digital branding: a complete step-by-step guide to strategy, tactics and measurement, Ed. Kogan Page, Londres.
Kotler, P., Setiawan, I, & Kartajaya, H. (2021). Marketing 5.0: tecnologia para humanidade, Edições Almedina.