Strategic Marketing

Recommended Prerequisites

Not applicable.

Teaching Methods

The course works on the basis of lectures and tutorials: lectures will aways include examples drawn from professional marketing, and case resolution. Slideshow, with images, will also be used in class to provide students with more appealing presentations.

Learning Outcomes

The aim of the course is to provide students with: the concepts and the philosophy of marketing as an important management tool; a broad spectrum of topics, with special emphasis on marketing strategies and marketing policies; the training they need to work in the different types of marketing organizations. Such training will develop   a     number of skills needed to address the labor market with a proactive, client-centered attitude.

Work Placement(s)

No

Syllabus

Part I – Marketing and value creation

1.1. Fundamental concepts of marketing

2.1. Development of the importance of Marketing

Part II – Market research

3. Market analysis and intervening actors

4. Market studies

5. Theories and models of consumer behavior

Part III - Segmentation and Differentiation

6. Segmentation of the market

7. The choice of the target market

8. Positioning

Part IV – Marketing policies

9. Product

10. Price

11. Distribution

12. Communication.  

Head Lecturer(s)

Anabela Maria Bello da Silveira Figueiredo Marcos

Assessment Methods

Final Assessment
Exam: 100.0%

Continous Assessment
Frequency: 100.0%

Bibliography

Essencial:

·Lévy, J., Lendrevie, J., Rodrigues, J.V. e Dionísio, P., Mercator Para a Língua Portuguesa: Teoria e Prática do Marketing, Lisboa, Publicações D. Quixote, 2015.
•Lindon, D., Lendrevie, J., Dionísio, P. e Rodrigues, J.V., Mercator XXI: Teoria e Prática do Marketing, Lisboa, Publicações D. Quixote, 2004.

•Kotler, P. e Armstrong, G., Princípios de Marketing, Pearson Prentice-Hall, 2008.

•Kotler, P. e Keller, KL Marketing Management, Englewood Cliffs, New Jersey, Prentice-Hall, 2006.

•Brito, Carlos Melo, Lencastre, Paulo de (coordenadores), Novos Horizontes do Marketing, Lisboa, Editorial Verbo, 2014.

Complementar:

•Cunha, Miguel Pina, Duarte, Margarida, O’Shaughnessy, Nicholas, Marcelino, Ana Regina, Marketing. Conceitos e casos portugueses, Lisboa, Escolar Editora, 2005.

•Lambin, Jean-Jacques, Marketing Estratégico, Portugal, McGraw-Hill, 2007.

•Pires, A, Marketing: Conceitos, Técnicas e Problemas de Gestão, Lisboa, Editorial Verbo, 4ª edição revista e actualizada, 2008.