Marketing

Recommended Prerequisites

NA

Teaching Methods

The teaching methodologies used in this course involve exposition of contents, the development and presentation of assignments based on a true case, and the resolution of a number of exercises.

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. Specifically, it is intended that students will be able, at the marketing environment diagnosis level, to analyze and understand competition, consumers / buyers and the macro-environment, and at the level of marketing strategy, to make and implement decisions about choices to serve target segments, positioning, product strategy, pricing, distribution and communication.

The focus in developing these skills is on a process of strategic marketing planning that is market oriented.

Work Placement(s)

No

Syllabus

In order to achieve the objectives of the course, the program begins by providing a framework for the role of marketing within an organization. Subsequently, the programme approaches the analysis of the external environment and the major decisions to be taken in the context of marketing strategy. Finally, we conclude the program with the role of marketing planning, focusing attention on the marketing plan.

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. Marketing Plan

Head Lecturer(s)

Filipe Jorge Fernandes Coelho

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

- Kotler, Philip; Keller, Kevin Lane  (2015). Marketing Management, 15th ed./Global ed., Boston: Pearson.