Strategic Marketing

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 and discussion of case studies and scientific articles;

3. Collaborative, through group work.

At the end of the course unit the learner is expected to be able to:

a) Explain the marketing concept and distinguish the different market orientations of organizations;

b) Identify the components and understand the methodology of developing a marketing plan;

c) Understand and use external and internal analysis methodologies;

d) Set marketing objectives and strategies;

e) Distinguish and combine the marketing mix tools;

f) Assess the financial impact of the marketing plan;

g) Build mechanisms for monitoring marketing objectives.

1. Marketing and market orientations

2. Structure and methodology of the marketing plan

3. Diagnosis of the situation

4. SWOT analysis

5. Marketing objectives

6. Marketing strategy

7. Marketing-mix decisions

8. Financial impact of the marketing plan

9. Marketing control

• - Test - 50.0%
• - Group work - 50.0%

• - Exam - 100.0%

NAO

Abratt, R., & Bendixen, M. (2019). Strategic Marketing: Concepts and Cases. Routledge.

Alsem, K. J. (2019). Applied Strategic Marketing: A Step by Step Approach. Routledge.

Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. V. (2018). Mercator 25 anos: O Marketing na Era Digital (17.ª ed.). Dom Quixote.

Cravens, D., & Piercy, N. (2012). Strategic Marketing (10th ed.). McGraw-Hill.

Ferrel, O. C., & Hartline, M. D. (2017). Estratégia de Marketing (6.ª edição). Cengage Learning.

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.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them (8th ed.). Wiley.