Base Knowledge
N/A
Teaching Methodologies
The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.
The assessment includes two individual works (15%+15%), group work (20%) and an indivual test (40%). Participation will count for 10% of the final grade.
Anyone who obtains a mark of less than 7.5 in any of these areas will fail the course and will have to take an exam in the following assessment period. Work must be submitted via the inforestudante platform by the date set in the calendar (to be presented at the 1st or 2nd class session). Up to 1 week after this date, work/activities will be accepted with a 20 per cent penalty on the final grade. After that, no work will be accepted and the grade will be 0.
The final examination of this assignment consists in a written test (50%) and work with the same weight and whose purpose is to characterize the marketing strategy of a brand.
Learning Results
At the end of this course the students should know
– Define the strategic Marketing concept
– Understand the sources of information to analysis the marketing environment
– Create a market segmentation strategy, differentiation and positioning
– Identify the variables in decisions about product, price, distribution and communication
Program
Chapter 1:
The function of marketing
1- Marketing in the company and in the economy
2- From Marketing 1.0 to Marketing 4.0
3- From marketing orientation to market orientation
4- The key-concepts of marketing
II: The Marketing 5.0.
1- The characterization of the context
2- The new orientation
3- Collaborative, cultural and spiritual Marketing
Chapter 2
I: Understanding consumer behaviour
1 – Analysing buyer’s behaviour
2 – The marketing information system
3 – The buyer’s response behaviour
4 – The consumer of the XXI century: from hyper-consumption to responsible consumption
Chapter 3
I: Developing a marketing strategy
1 – Needs analysis through segmentation
2 – Competitiveness analysis
3 – Positioning and differentiation
5 – Choosing a marketing strategy
6 – The strategic marketing plan
II: The application of the strategic marketing plan
1 – Product
2 – Price
3 – Communication
4 – Distribution
Curricular Unit Teachers
Maria Joel Lopes GonçalvesGrading Methods
Attendance and Participation - 10.0%
Individual and/or Group Work - 20.0%
Frequency - 40.0%
Individual Work - 30.0%
ExamIndividual and/or Group Work - 50.0%
Exam - 50.0%
Internship(s)
NAO
Bibliography
OOLEY, G., SAUNDERS, J. & PIERCY, N. (2005), Estratégia de
Marketing e Posicionamento Competitivo , São Paulo, Prentice Hall Brasil
KOTLER, P. & ARMSTRONG, G. (2018), Princípios de Marketing 17ª edicion, Pearson Educacion.
KOTLER, P. & KELLER, K. (2016), Marketing Management, 15th edition, Pearson Education.
KOTLER, P., KARTAJAYA, H. & SETIAWAN, I. (2021), Marketing 5.0, Lisboa, Actual Editora.
MOUTINHO, L., TEIXEIRA, N. & ZEFERINO, A. (2022), Marketing futureland, Lisboa, Editora Lidel.
RODRIGUES, V., DIONISIO, P. et al. (2018), Mercator 25 anos – o Marketing na era digital. Lisboa, D. Quixote.
SOLOMON, M., MARSHALL, G. & STUART, E. (2022), Marketing real people, real choices, Pearson Education.