Strategy and Marketing

General management concepts.

Expository lectures present the curricular unit’s bases and theoretical-practical courses where case studies related to the theme are usually analysed in groups. Discussion of case studies in plenary, highlighting the relationship between theories and conceptual models and the practical reality of the cases analysed.

Develop knowledge and comprehension skills in the area of Strategy and Marketing based on classroom attendance and practical assignments; Develop the ability to apply the acquired knowledge in day-to-day business problem solving, supported by own argumentation; Develop the ability to collect, select and interpret relevant information in the area of Strategy and Marketing, combined with the ability to analyze, synthetise and formulate opinions; Instill a professional attitude in the development of tasks by based on acquired knowledge and the ability to understand its scope, applicability and opportunity in the face of specific situations of everyday life.

I. STRATEGY

1. STRATEGIC ANALYSIS

1.1. Thinking and Strategic Planning; 1.2. Environmental analysis: macro environment and industry; 1.3. Porter’s Five Forces of Competition; 1.4. Industry structure; 1.5. Key success factors; 1.6. Company resources; 1.7 Cost categories and cost dynamics; 1.8. Porter’s Value chain; 1.9. Core skills; 1.10. Strategic fit and Strategic intent; 1.11 Dynamic SWOT analysis; 1.12. Company’s Vision, Mission, and objectives (financial, non-financial and SMART).

2. FORMULATION OF STRATEGIES

2.1. Business strategies; 2.2. Strategies at the corporate level.

II. MARKETING

1. INTRODUCING MARKETING

1.1. Historical contextualization; 1.2. Basic concepts and axes; 1.3. Value proposition and Business model.

2. CUSTOMER VALUE

2.1. Customer value: economic, functional, experimental, and social; 2.2. Customer management through Customer Lifetime Value.

3. MARKET RESEARCH

3.1. The marketing research process; 3.2 Formal and informal market research.

4. CONSUMER BUYING DECISION-MAKING

5. MARKETING STRATEGY

5.1. Segmentation; 5.2. Targeting; 5.3. Positioning

6. MARKETING MIX

6.1. Product; 6.2. Price; 6.3. Place; 6.4. Promotion; 6.5. People, Process and Physical evidence.

7. DIGITAL MARKETING

7.1. Outbound; 7.2. Inbound; 7.3. Social media; 7.4. Mobile technology.

Students may choose one of the following assessment schemes:

I. Periodic assessment scheme

This consists of group assignments. Choosing this scheme requires the completion of assignments in the Strategy (50%) and Marketing (50%) modules. If a student does not complete the assignment(s) in one of the modules, they will be excluded from this scheme and automatically transferred to the exam-based assessment.

   I.1. Strategy

A strategic analysis of a company chosen by the group and approved by the teacher will be developed and defended at the end of the module.

- Students will be assessed based on the work developed (written report and presentation: 40%) and on class participation and attendance (10%).

- Attendance at the defence is mandatory for all group members.

   I.1. Marketing

Each week, students must give a brief group presentation on the marketing topic covered in the theoretical class. The supporting work for the presentation will result from the analysis of a case study or in-class research.

- The practical assessment for this module will consist of the weighted average of the weekly presentation grades.

- Individual grades will be based on the evaluation of the work and on participation and attendance.

- Students may not exceed 2 unjustified absences throughout the module. If they do, they will be excluded from this assessment regime.

II. Exam-based assessment scheme

This consists of a written exam covering both modules.

NAO