Marketing and Business Development

Recommended Prerequisites

Not applicable – the course is an introduction to marketing and business development. Therefore, there are no specialized technical prerequesites.

Teaching Methods

Classes combine oral presentation with practival challenges/exercises. The contents are lectured in a practical and interactive way, with basis on case-study analysis.

Learning Outcomes

The overall objective is to provide students with solid knowledge of marketing and business management, from value creation to value delivery and communication, focusing on the differences and similarities between B2C and B2B businesses.

At the end of the course students should be able to:

i) recognize the crucial role of marketing and business development as a source of business activity;

ii) apply theories and techniques to plan and implement marketing strategies;

iii) engage in business development activities from generation of leads to deal closure.

Work Placement(s)

No

Syllabus

MODULE A – MARKETING MANAGEMENT

Understanding Marketing Management

Capturing Marketing Insights

Creating value

Delivering value

Communicating value

MODULE B - BUSINESS DEVELOPMENT

Understanding business development

Sales process and sales funnel

Time management

Customer relationship management

Sales dynamics

B2B and B2C businesses

Customer decision-making unit and process

Unique Selling Proposition

Spheres of influence and influence process

Sales closure.

Assessment Methods

Assessment
Exam: 100.0%

Bibliography

[1] Kotler, P. & Keller, K.L. (2016). Marketing Management. Harlow, UK: Pearson Education.

[2] Vilhena, P. (2018). O livro secreto das vendas. Lisboa, Portugal: Sabedoria Alternativa.