Base Knowledge
N/A
Teaching Methodologies
The following teaching-learning methodologies will be used:
1. Expository, using audio-visual means to explain the syllabus;
2. Active, through the resolution of practical cases, discussion of case studies and scientific articles, and gamification; 3. Collaborative, through group work.
Learning Results
At the end of the curricular unit, the student is expected to be able to:
a) Explain the fundamental concepts of strategy and strategic marketing; b) Understand and use strategic analysis methodologies;
c) Draw up a marketing strategy;
d) Implement the marketing strategy;
e) Evaluate and control the marketing strategy.
Program
1. Strategy and strategic planning
2. Corporate strategy and competitive strategy
3. Strategic marketing
4. Strategic analysis of the external environment
5. Strategic analysis of the internal environment
6. Marketing strategies
7. Segmentation, targeting, and positioning strategies 8. Product management strategies
9. Price management strategies
10. Distribution channels strategies
11. Marketing communication strategies
12. Marketing strategy evaluation and control
Grading Methods
- - Exam - 100.0%
- - Test - 50.0%
- - Group Work - 50.0%
Internship(s)
NAO
Bibliography
Abratt, R., & Bendixen, M. (2019). Strategic Marketing: Concepts and Cases. Routledge.
Alsem, K. J. (2019). Applied Strategic Marketing: A Step by Step Approach. Routledge.
Alsem, K. J. (2024). Strategic Marketing Planning (2nd ed.). Routledge.
Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 anos: O Marketing na Era Digital (17.a ed.). Dom Quixote.
Chernev, A. (2020). The Marketing Plan Handbook (6th ed.). Cerebellum Press.
Kotler, P., & Keller, K. L. (2019). Administração de Marketing (15.a ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Actual Editora.
Maçães, M. (2019). Marketing Estratégico: As Quatro Etapas para Criar Vantagem Competitiva e Melhorar o Desempenho. Actual Editora. West, D., Ford, J., Ibrahim, E., & Montecchi, M. (2022). Strategic Marketing: Creating Competitive Advantage (4th ed). OUP Oxford.