Management Control in Marketing

Recommended Prerequisites

Accounting Management, Management Control, Marketing, Strategic Marketing and Services Marketing.

Teaching Methods

The teaching methodologies used in this course, besides the exposition of contents, includes discussion of real problems of the marketing management controller activity. The students’ assessment is strictly related with what is learned in the classroom.

Learning Outcomes

The learning goal is to understand, in a practical way, the importance of a Management Marketing Control System, till its design.
It also seeks to promote the understanding that marketing control is a fundamental activity, since, based on its control, the company may adapt its objectives in time and optimize its relationship with the market. Finally, the objective is also to promote the understanding that Planning and Marketing Control are crucial activities of dynamic firms with a market orientation, facilitating the employees’ job, improving the costumers and shareholders´ satisfaction.

Work Placement(s)

No

Syllabus

1. Marketing activities.
2. The marketing managment control
3. Marketing efficiency control
4. Comercial costs control
5. Costumer satisfaction control
6. The marketing information system
7. Marketing auditing.

Assessment Methods

Evaluation
The students’ assessment is strictly related with what is learned in the classroom: 100.0%

Bibliography

CAIADO, António Campos Pires - Contabilidade analítica e de gestão: contém 77 exercícios e casos de aplicação resolvidos. 4ª Ed. Lisboa: Areas Editora, 2008. [BP 657 CAI].
HORNGREN, Charles T.; DATAR, Srikant M.; FOSTER, George - Cost accounting: a managerial emphasis. 12th ed. Upper Saddle River: Pearson/ Prentice Hall, 2006. [BP 657 HOR].
JORDAN, Hughes; NEVES, João Carvalho das; RODRIGUES, José Azevedo - O controlo de gestão: ao serviço da estratégia e dos gestores. 4ª ed. Lisboa: Áreas Editora, 2002. [BP 658 JOR].
MARKETING classics: a selection of influential articles. Comp. by Ben M. Enis and Keith K. Cox. 6th ed. Boston: Allyn and Bacon, 1988. [BP 658.8 MAR].
MCCARTHY, E. Jerome - Basic marketing: a managerial approach. 9th ed. Homewood: Richard D. Irwin, 1987. [BP 658.8 MCC].
MERCATOR XXI: teoria e prática do marketing. Denis Lindon [et al.]. 10ª ed. Lisboa: Publicações Dom Quixote, 2004. [BP 658.8 MER].