Marketing II

Marketing I

The teaching methodology focuses on theoretical exposition in class through lecture/discussion and application with practical and real exercises.

At the end of the course the student is expected to be able to:

a) describe the marketing research process;

b) Plan and apply marketing research;

c) Describe the methodology of marketing plan development

d) Formulate marketing plans

e) Make strategic and operational marketing decisions

f) Evaluate the impact of marketing decisions on organizational performance.

Part I.

Marketing Research

1. Introduction to marketing research

2. Research design

3. Problem and research approach

4. Secondary data and qualitative research

5. Data collection methods

6. Field work

7. Research report

Part II. Marketing planning

8. Analysis and situation diagnosis

9. SWOT analysis

10. Critical success factors

11. Marketing objectives

12. Strategic marketing options

13. Maneuver plan

14. Marketing action plan, contingency plan, budget and control

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

• - Prova escrita individual - 100.0%

NAO

NielsenIQ. (2020a). Anuário Drug

NielsenIQ. (2020b). Anuário Food

Camargo, P. (2009). Neuromarketing: descodificando a mente do consumidor. Edições IPAM;

Celeste, P. (2018). Marketing Performance. Clube do Autor;

Darley, W. K., Blankson, C., & Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94–116. https://doi.org/10.1002/mar.20322

Giglio, M. (2010). O comportamento do consumidor (3rd ed.). Thompson;

Lindstrom, M. (2012). Buyology: a ciência do neuromarketing (2nd ed.). Gestão Plus;

Loudon, L. (1993). Consumer Behaviour (4th ed.). McGraw-Hill;

Malhotra, N. K. (2019). Pesquisa de Marketing: Uma Orientação Aplicada (7a edição). Bookman;

Meyer, E. (2014). The culture map. PublicAffairs;

Oliveira, J. (2014). Marketing Research (vols I & II). Edições Sílabo;

Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th Ed.). Prentice Hall.

Pearson; Solomon, M. (2016). O comportamento do consumidor, comprando, possuindo e sendo (11st ed.). Bookman.