Teaching Methodologies
The discipline work with theoretical-practical lessons, looking to combine the expository dimension of matter with the necessary practical exemplification, where the teacher and students will present and discuss the resolution of several cases of illustration of real life.
To accelerate the understanding of the material and make exhibitions more attractive will be used whenever possible the various audiovisual media.
Learning Results
1. To make students understand fundamental concepts and processes of Marketing-Driven Strategy.
2. Students should understand that all the organization is involved in the process of understanding customers,
competitors and other external stakeholdres.
3. Students must be able to formulate and implementing marketing strategy.
Competencies to be developed by the students:
1. Students should be able to connect business and marketing Strategy.
2. Students should be able defining marketing strategy and generate a marketing plan.
3. Students should be able to develop a model that controls the marketing strategy.
Program
O1. From Strategy to Strategic Marketing
2. Markets, Segments and Customer Value.
3. Designing Market-driven Strategies.
4. Market-Driven Program Development
5. Market-Driven Planning and controlling.
Internship(s)
NAO
Bibliography
Cravens W e Piercy, NF (2006) “Strategic Marketing”, MCGraw-Hill, 8Ed.
Hooley, G, Saunders, J, Piercy, NF e Nicoulaud, B (2008) “Marketing Strategy and Competitive Positioning”,
Prentice-Hall, UK.
Lambim, JJ (2000) “Marketing Estratégico”, McGraw-Hill, 4Ed.
Kotler, P, Keller, KL, Brady, M, Goodman M e Hansen T (2009) “Marketing Management”, Pearson.
McDonald, M (2008) “Planos de Marketing”, Elsevier, Rio de Janeiro.
Wood, MB (2007) “Essential guide to Marketing Planning”, Prentice-Hall.