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 apply strategic analysis methodologies;
c) Develop the marketing strategy;
d) Implement the marketing strategy;
e) Evaluate and control the marketing strategy.
Program
Part I. Strategy and strategic marketing
1. Fundamentals of marketing
2. Strategy and strategic planning
3. Corporate strategy and competitive strategy
4. Marketing planning
Part II. Strategic analysis
5. Strategic analysis of the external environment
6. Strategic analysis of the internal environment
Part III. Marketing strategy formulation
7. Strategic marketing options
8. Segmentation, targeting and positioning strategies
Part IV. Marketing strategy implementation
9. Product management strategies
10. Pricing strategies
11. Distribution channel strategies
12. Marketing communication strategies
Part V. Marketing strategy evaluation and control
13. Marketing strategy evaluation and control
Curricular Unit Teachers
Nuno Miguel Fortes Fonseca SantosGrading Methods
This curricular unit provides the following types of assessment:
a) Periodic assessment;
b) Assessment by examination.
The periodic assessment comprises the following types of assessment components:
a) Test, with a weight of 5o% in the final grade;
b) Group work, with presentation and discussion, with a weight of 50% in the final grade;
A minimum grade of 7.5 points is required in all components of continuous assessment.
The assessment by examination comprises the following assessment component:
a) Exam, with a weight of 100% in the final grade.
For grade improvement purposes, the rules applicable to assessment by examination shall apply.
Internship(s)
NAO
Bibliography
Abratt, R., & Bendixen, M. (2019). Strategic Marketing: Concepts and Cases. Routledge.
Alsem, K. J. (2024). Strategic Marketing Planning (2nd ed.). Routledge.
Chernev, A. (2020). The Marketing Plan Handbook (6th ed.). Cerebellum Press.
Kotler, P., & Keller, K. L. (2019). Administração de Marketing (15.ª ed.). Pearson.
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.