Marketing Estratégico

N/A

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.

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.

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

• - exam - 100.0%

• - test - 50.0%
• - Group work - 50.0%

NAO