Marketing Management

No prior knowledge is required.

The Marketing Management course will be delivered through a combination of theoretical and practical classes, adopting student-centred teaching and learning methodologies that promote knowledge acquisition, the development of critical thinking skills, and the practical application of marketing concepts in real organisational contexts.

ME1. Interactive Lectures: Theoretical-practical sessions designed to provide a structured presentation of the main marketing concepts, models, and tools, while encouraging active student participation through guided questioning, discussion of practical examples, and the use of audiovisual resources and digital learning platforms. This methodology ensures the acquisition of the fundamental knowledge required to achieve the intended learning outcomes.

ME2. Project-Based Learning (PBL): Students work collaboratively in groups to develop a Marketing Plan for an organisation or business case, enabling them to integrate and apply the knowledge acquired throughout the course to solve real-world marketing problems. This methodology fosters active learning, critical thinking, decision-making, creativity, and teamwork, while strengthening the connection between theory and practice.

ME3. Tutorial Guidance (TG): Individual and small-group tutorial sessions provide continuous supervision and formative feedback to monitor project progress, clarify questions, and support students throughout the different stages of the Marketing Plan development. This methodology promotes autonomous learning, reflective practice, and the continuous improvement of student performance.

The combination of these methodologies promotes active and collaborative learning by encouraging student engagement in the teaching and learning process, fostering the development of both technical and transferable skills, and supporting the achievement of the course learning outcomes.

The classes adopt a blended approach, combining an expository component with a dialogical and practical component. The former aims to
convey fundamental concepts, while the latter fosters the practical application of content through dialogue, clarification of doubts, and
analysis of real-world cases. Student projects further consolidate learning outcomes.
The adopted methods aim to develop the following competencies:

C1. Understanding fundamental marketing concepts, their evolution, and emerging realities.

C2. Market and consumer behavior analysis, including the marketing environment and information systems.

C3. Evaluation of criteria for effective segmentation, target market selection, and the definition of appropriate positioning strategies.

C4. Adaptation of the marketing mix to organizational strategies.

C5. Recognition of new trends in marketing.

C6. Ability to develop a business marketing plan.

P1. Marketing and Value Creation

• 1.1. Importance of Marketing
• 1.2. Fundamental Concepts of Marketing
• 1.3. New Realities of Marketing
• 1.4. Marketing Management Orientations

P2. Understanding the Market and Consumers

• 2.1. Marketing Environment Analysis
• 2.2. Marketing Information System
• 2.3. Consumer Buying Behavior
  2.3.1 Buying Behavior Model
  2.3.2 Characteristics Affecting Buying Behavior
  2.3.3 Types of Buying Decision
  2.3.4 Buyer Decision Process

P3. Segmentation, Targeting, and Positioning

• 3.1. Market Segmentation
• 3.2. Target Market Selection
• 3.3. Market Positioning

P4. Marketing Policies

• 4.1. Product
• 4.2. Price
• 4.3. Distribution
• 4.4. Communication

P5. New Marketing Trends

P6. Marketing Plan

Assessment methods

Students may choose one of the following assessment schemes:

A) CONTINUOUS ASSESSMENT:

MA1. Group Marketing Plan (30%)
Students work collaboratively to develop a Marketing Plan, applying the concepts, models, and tools covered throughout the course. This assessment component is mandatory.

AI guideline: Level 2 - The use of Generative Artificial Intelligence (GenAI) is permitted as a support tool for writing assistance and code drafting. Students must submit an AI usage declaration, including a list of the prompts used and a record of their critical intervention in the development of the work.

MA2. Individual oral presentation and defence of the Group Marketing Plan (20%)
Individual presentation and defence of the Group Marketing Plan, followed by questions from the assessment panel. This assessment component is mandatory to validate the group mark awarded in MA1.

AI guideline: Level 0 - No use of Generative Artificial Intelligence (GenAI) is permitted.

MA3. Individual written test (50%)
Closed-book individual written test covering all course contents. Minimum mark: 7.5/20. This assessment component is mandatory.

Final grade formula:
FG = (0.30 × MA1) + (0.20 × MA2) + (0.50 × MA3)

Students successfully complete the course provided that they:

• obtain a minimum mark of 7.5/20 in MA3;
• achieve a final grade of at least 9.5/20.

B) ASSESSMENT BY EXAMINATION (Resit/Special examination periods):

• MA4. Individual written examination (60%)
  Comprehensive written examination covering all the learning outcomes of the course. Minimum mark: 9.5/20.
• MA5. Individual oral examination (40%)
  Individual oral examination to defend the final grade. Minimum mark: 9.5/20.

Examination grade formula:
FG = (0.60 × MA4) + (0.40 × MA5)

Students successfully complete the course by obtaining a final grade of 9.5/20 or higher.

Working student status

Students with officially recognised Working Student status are exempt from attendance requirements, in accordance with the applicable academic regulations. The Group Marketing Plan (MA1) may be replaced by an equivalent individual project, subject to the lecturer's approval. The corresponding individual oral presentation and defence (MA2) remains mandatory.

Examination periods and grade improvement

Students eligible for the Resit or Special Examination Periods will be assessed through MA4 and MA5, in accordance with the ISCAC Undergraduate Studies Regulations.

Students wishing to improve their final grade may do so under the conditions set forth in the applicable academic regulations. Where permitted by the regulations, the marks obtained in MA1 and MA2 may be retained during the same academic year.

NAO