Marketing II

Marketing Fundamentals

The following teaching methodologies are used in this curricular unit:
1. Verbal methodologies (say), making use of the following educational resources: Exposition, Explanation, Dialogue and Questioning;
2. Intuitive methodologies (show), making use of the following educational resources: Demo, Audiovisual and Written texts;
3. Active methodologies (do), making use of the following educational resources: Group Work, Case-studies, and Simulation.
Regarding the evaluation the following methods are used:
1. Evaluation by frequency, comprising:
a) Written individual test, with a weight of 40% of the final mark;
b) Marketing project, with a weight of 40% of the final mark;
c) Marketing simulation game, with a weight of 10% of the final mark.
d) Individual report of the marketing simulation game, with a weight of 10% of the final mark
2. Evaluation by examination, comprising:
a) Written individual test.

It is expected that by the end of the curricular unit each student is entitled to:
a) Understand the marketing research process;
b) Plan and conduct marketing research;
c) Understand the marketing plan methodology;
d) Prepare marketing plans;
e) Take strategic and operational marketing decisions;
f) Assess the impact of marketing decisions on organizational performance.

Part I. Marketing Research
1. Introduction to marketing research
2. Research problem
3. Problem approach
4. Research design
5. Fieldwork and data collection
6. Research report
Part II. Marketing planning
7. Marketing plan methodology
8. Analysis and diagnosis of the situation
9. SWOT analysis and critical success factors
10. Marketing objectives
11. Strategic marketing options
12. Maneuver plan and marketing policies
13. Marketing actions plan, contingency plan, budgeting and control
Part III. Marketing simulation
14. Marketing simulation game

• - Prova escrita individual - 100.0%

• - Prova escrita individual - 40.0%
• - Projeto de marketing - 40.0%
• - Jogo de simulação de marketing com relatório - 20.0%

NAO