Strategic Marketing in a Digital Environment

Recommended Prerequisites

No prerequisites are required for this course, even though knowledge of the Operational Marketing course is considered important.

Teaching Methods

In this course team work will be stimulated and the teaching will be deeply interactive, involving all the participants in the working plan. It will be given a practical component to the teaching subjects, as often as possible with the involvement of private companies or real cases.

In each session, there will be multiple groups of students in action: one group will present a case of the day, a current case, relevant, on the topics of the UC; two groups will present and animate the two themes of the session. 2 additional groups will make structured comments on each of topics of the session.

Learning Outcomes

Strategic Marketing aims to integrate the key aspects of functional and operating policies of the company, from a strategic perspective. It is, therefore, to evaluate the impact of the options of the company’s marketing strategy, namely, on the levels of consumer satisfaction and loyalty, but also ex-ante, the market and the customer orientation of the company and its employees as well as the policies of quality, environmental protection, among others. Students must be prepared to design a marketing strategy.

Work Placement(s)

No

Syllabus

1.FROM THE ORGANIZATION STRATEGY TO THE MARKETING STRATEGY

            1.The design of the marketing strategy

            2.The organization of the marketing activities

            3.The market-oriented strategies

2.MARKETS, SEGMENTATION AND THE VALUE CREATION

            1.The strategic segmentation of markets

            2.The market attractiveness and the organization competitiveness

            3.Creating value to customer and managing the value chain of the organization

3.THE MARKETING STRATEGY OF THE ORGANIZATION

            1.The development of new products and the innovation policy

            2.The brand strategy

            3.The strategic management of prices

            4.The strategic management of distribution channels: the omnichannel distribution

            5.The strategic management of communication

                6. The customer journey

4.COMPETITIVE STRATEGIES

            1.The relationship marketing, customer satisfaction and loyalty

            2.From the mind to the heart: the role of experiential marketing

             3.The role of corporate social responsibility

            4.From a 2.0 marketing to a 3.0 

Head Lecturer(s)

Arnaldo Fernandes Matos Coelho

Assessment Methods

Assessment
Participation in the work of discipline: 100.0%

Bibliography

• Lambin, Jean-jacques: Marketing Estratégico: McGraw-Hill de Portugal.

• Cravens & Piercy : Marketing Estratégico. McGraw-Hill de Portugal.

• Kotler, P., Kartajaya, H., & Setiwan, I. (2011). Marketing 3.0: Do produto e do consumidor até ao espírito humano. Lisboa: Actual Editora.

• Kartajaya, H., Setiawan, I., & Kotler, P. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.