Marketing Management

Recommended Prerequisites

NA

Teaching Methods

This course stimulates team work and teaching will be quite interactive, using students to foster class environment. There will be a strong practical content, with several case studies.

Learning Outcomes

The course is intended to provide a systematic framework for understanding marketing management. At the end of the course students should have a fairly solid knowledge of the fundamental marketing tasks. Additionally, students should also develop a new mental framework in which the integration of different functional areas is important to create value to customers.

Work Placement(s)

No

Syllabus

Analysing the marketing environment: Capturing marketing insights

Analysing consumer and business markets: Buyer behaviour

Consumer-driven marketing strategy: Segmentation, targeting, positioning

Building customer value: Products, services and brands

New product development and product life-cycle strategies

Understanding and capturing customer value: Developing pricing strategies

Delivering customer value: Marketing channels

Communicating customer value: Integrated marketing communications strategy

Advertising and public relations

Managing digital communications: Online, social media, and mobile

Head Lecturer(s)

Pedro Marcelo Amado Garcia da Rocha Torres

Assessment Methods

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

Bibliography

Kotler, P. and Armstrong, G, Principles of Marketing, Prentice Hall (Pearson).

 Kotler, P. and Keller, K., Marketing Management, Prentice Hall (Pearson).