Marketing Plan

Recommended Prerequisites

Not applicable.

Teaching Methods

The teaching methodologies used in this course unit involve:
• Contents Exposure
• Sharing and discussion of experiences
• Case Studies
• Presentation and discussion on Marketing Plan

The evaluation shall be based upon:
• Marketing Plan (group) – plan + presentation
• Test
• Participation of the students in the class.

Learning Outcomes

In an era in which consumers have increasing power and have easy access to information, Marketing reinforces its importance
to the business success. It’s essential that managers develop the capacity to take decisions adapted to the market that might create value to the consumers and the company. This course unit aims to provide the basis for a marketing plan, from the market analysis to the marketing strategies and objectives that respond to market challenges. It shall be given a special attention to the exchange of experiences on marketing planning, as well the practical development of a marketing plan. The course unit is recommended to those who aim to pursuit a career on Marketing, product management or brand management.

Work Placement(s)

No

Syllabus

1. Marketing Introduction; What is Marketing and it’s role on business; marketing mix.
2. The Marketing planning process; Strategies and tactics; planning results; marketing planning steps; problems with marketing planning
3. Market Analysis and Consumers; Definitions; correct importance of market definition; market segmentation/consumers
4. Product and Brand Analysis; Products and brands; life clicles; difusion of inovations; products porfolio
5. Objectives and Marketing Strategies; How to define objectives and strategies; product strategies, price, promotion and chanel
6. Comunication Plan, Pricing and Distribution; Communication plan objectives; sails promotion; sails plans; Price policy and factors that influence it; distribution channels and its planning; client service
7. Implementation on Marketing Planning; Integration on information; formalization process and calender; barriers to planning and solutions.

Head Lecturer(s)

Paulo Miguel Marques Gama Gonçalves

Assessment Methods

Assessment
participation in classes: 20.0%
Mini Tests: 30.0%
marketing plan (group) - plan + presentation - max 15 pages, body 12: 50.0%

Bibliography

Marketing Plans – How to prepare them, how to use them, Malcolm McDonald, Elsevier, Sixth Edition.