Seminar on 21st century-management Topics

Recommended Prerequisites

NA

Teaching Methods

The teaching methodologies used in this course involve exposition of contents and working out solutions to a number of relevant high tech marketing/new social media and branding problems.

Learning Outcomes

The course aims to develop skills on two pressing issues in the field of marketing: (1) the management of brands and (2) the marketing of high-tech products and new media.

1) Successful brand management depends on a more balanced perspective, where customers and staff are regarded as key stakeholders, underlying the adoption of a strategic approach. It depends on an integrated approach so at every point of customer contact a coherent enactment of the brand promise is delivered. As such, this course addresses the need to find ways of characterizing brands within an enlarged and strategic brand approach.

2) The curricular unit also aims to: provide a critical understanding of the field of High-Technology Marketing and how this differs from marketing other products, as well as to develop an understanding of the new social media; help participants to develop marketing strategies for High-Technology products / services and that take into account the new social media.

Work Placement(s)

No

Syllabus

1)

• Appreciate the tactics of managing brands

• Be able to strategically develop brands

• Understand how to characterise the nature of a brand

• Be confident in an ability to differentiate a brand from competitors’ brands

• Appreciate how to develop added value options for brands

• Be able to evaluate the extent to which there is an integrated use of resources to support a brand

• Understand how to devise a stretching brand vision

2)

• The rose of new media

• Value creation in new media marketing

• Market Segmentation

• New media marketing strategy

• Product Platforms

• Disruptive Technology

• Crossing the Chasm

• New media marketing communications

• New media marketing business models

• Multi channel marketing

Head Lecturer(s)

Pedro Marcelo Amado Garcia da Rocha Torres

Assessment Methods

Assessment
Practical assignment: 100.0%

Bibliography

de Chernatony, Leslie (2010) From Brand Vision to Brand Evaluation. Oxford: Butterworth-Heinemann. de Chernatony, Leslie; McDonald, Malcolm; Wallace, Elaine (2011) Creating Powerful Brands. Oxford: Butterworth-Heinemann.

Mohr, J. et al (2004), “Marketing of High-Technology Products and Innovations”, Prentice-Hall, Upper Saddle River, NJ.

Moriarty, Roland T & Thomas J Kosnik (1989), “High Tech Marketing: Concepts, Continuity and Change”, Sloan Management Review, 7, Summer, 7-17

Moore, G.A., 1998. “Crossing the Chasm”, Capstone Publishing Ltd, Oxford.