Strategic Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

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

Learning Outcomes

With the frequency of the curricular unit students will develop skills for making decisions, particularly regarding the formulation and implementation of marketing strategies, which also require skills in understanding the marketing environment. The focus in developing these skills is a process of strategic marketing planning that is market focused.

Work Placement(s)

No

Syllabus

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
Mixed assessment regime: 100.0%

Bibliography

CRAVENS, David W. ; PIERCY, Nigel - Strategic marketing. 9th ed. Boston : McGraw-Hill Irwin, 2009. [ed. de 2000: BP 658.8 CRA].