Strategic Marketing

Year
1
Academic year
2019-2020
Code
01661615
Subject Area
Management
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
Duration
SEMESTRIAL
ECTS Credits
6.0
Type
Compulsory
Level
2nd Cycle Studies - Mestrado

Recommended Prerequisites

Not applicable.

Teaching Methods

In this course team work will be stimulated and the teaching will be deeply interactive, involving all the participants in the working plan. It will be given a practical component to the teaching subjects, as often as possible with the involvement of private companies or real cases.

Continuous assessment will be based on participation in the work of discipline. In alternative, a final exam is available.

Learning Outcomes

Strategic Marketing aims to integrate the key aspects of functional and operating policies of the company, from a strategic perspective. It is, therefore, to evaluate the impact of the options of the company’s marketing strategy, namely, on the levels of consumer satisfaction and loyalty, but also ex-ante, the market and the customer orientation of the company and its employees as well as the policies of quality, environmental protection, among others. Students must be prepared to design a marketing strategy.

Work Placement(s)

No

Syllabus

1. From the organization strategy to the marketing strategy
The design of the marketing strategy
The organization of the marketing activities
The market-oriented strategies

2. Markets, segmentation and the value creation
The strategic segmentation of markets
The market attractiveness and the organization competitiveness
Creating value to customer and managing the value chain of the organization

3. The marketing strategy of the organization
The development of new products and the innovation policy
The brand strategy
The strategic management of prices
The strategic management of distribution channels
The strategic management of communication

4. Competitive strategies
The relationship marketing, customer satisfaction and loyalty
From the mind to the heart: the role of experiential marketing
From a 2.0 marketing to a 3.0 marketing

5. Designing the marketing strategy
The selection of strategic targets
The choice of a marketing strategy
The strategic marketing plan.

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Continuous Assessment
Participation in the work of discipline : 100.0%

Final Assessment
Exam: 100.0%

Bibliography

  • Lambin, Jean-jacques: Marketing Estratégico: McGraw-Hill de Portugal.
  • Cravens & Piercy : Marketing Estratégico. McGraw-Hill de Portugal.
  • Kotler & Kartajaya & Setiwan : Marketing 3.0. Actual editora