Marketing Based Management

Recommended Prerequisites

No prerequisites are required for this course, even though the knowledge of the subject of Operational Marketing and business organization is important.

Teaching Methods

This course unit will encourage team work and teaching will be deeply interactive, involving participants in the animation of the sessions. Students will be stimulated to search for new areas: they can shape their learning process, according to their individual interests, without losing sight of the conceptual bases that are needed. A practical approach will be adopted with the involvement of companies or real cases, whenever possible. Participants will be evaluated by their performance and involvement in the classes, complemented by the development of a final essay, individual or group.

Learning Outcomes

Process Based Marketing aims to be a new vision of the way organizations work. The aim is to overcome the internal organizational design constraints and the cross functional conflicts. We look forward for an organization market oriented, custom centric, based on a cross functional approach, rather than an hierarchical one. It is a process based approach, disseminating a marketing culture across the entire organization, acting like a living entity, making it work all together, centered on customers. As a main outcome of this course it is expected that the participants develop a new vision of the organization based on four main lines:
• A cross-departmental view and cross-functional organization
• An integrative view of the various functional areas of the organization
• A focus on the overall objectives of the organization, rather the departmental ones
• A greater market and customer’s orientation.

Work Placement(s)

No

Syllabus

I. From organizing production to organizing satisfaction

II. Conflict within the organizations
• The tradicional organization
• Conflict sources
• Overcoming Barriers

III. Marketing Processes
• From the hierarchical management to process management
• The essence of processes
• Orientation towards results

IV. An organization oriented towards the market
• The internal challenges
• Focus on the market
• The end of marketing department?

V. The conquest for liberty
• How to be closer to the clientes
• Creativity at the fidelization service
• Experimental marketing.

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Evaluation
Assessment continuous: 100.0%

Bibliography

Moutinho, Luíz; Southern, Pat (2009) Strategic Marketing Management: A Process Based Approach (Paperback).

Hammer, Michael (2003) The Agenda: What every business must do to dominate the decade (Hardcover). Three Rivers Press.