Strategic Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodologies used in the subject involve the exposition of contents, the viewing and discussion of films portraying business practices, and the discussion / presentation of assignments, usually based on case studies.

Learning Outcomes

The discipline develops skills for decision making in different cultural contexts, including the formulation and implementation of marketing strategies. The focus in developing these skills is on a market-centered strategic planning process. Throughout the course it will be evident the theme of the digitalization of the economy and the issues of social responsibility. Thus, the course unit contributes to the course objectives by providing an understanding of an organizational function, its integration with the rest of the organization, the importance of organizational stakeholders in the success of a marketing strategy, and by fostering an understanding of the complexity of decision making in marketing, particularly in multicultural contexts. In parallel, the discipline provides an understanding of the influence of marketing on organizational performance and the promotion of social welfare.

Work Placement(s)

No

Syllabus

The program begins by providing an understanding of marketing philosophy and its importance to organizational success. Subsequently, the understanding of the marketing environment is discussed in order to later focus attention on the marketing strategy.

1. Marketing and market-Driven Strategy

2. Markets and Competitive Space

3. Strategic Market Segmentation

4. Market Targeting and Strategic Positioning

5. Innovation and New Product Strategy

6. Strategic Brand Management

7. Value Chain Strategy

8. Pricing Strategy

9. Promotion strategy: Sales promotion, Advertising, Sales Force, Public relations, Merchandising, and Direct Marketing Strategies

10. The marketing plan

Head Lecturer(s)

Filipe Jorge Fernandes Coelho

Assessment Methods

Assessment
Frequency: 30.0%
Written works during the trimester: 35.0%
Resolution Problems: 35.0%

Bibliography

CRAVENS, David W. ; PIERCY, Nigel - Strategic marketing. 10th ed. Boston : McGraw-Hill Irwin, 2012.

Kotler, Philip; Keller, Kevin Lane, Chernev (2021). Marketing Management, 16th ed./Global ed., Boston: Pearson.