Strategy and Marketing

General management concepts.

Lectures presentation of the formal bases of the course. Tutorial classes serve to address practical problems/case studies related to the subject.

Develop knowledge and comprehension skills in the area of Strategy and Marketing based on classroom attendance and practical assignments; Develop the ability to apply the acquired knowledge in day-to-day business problems; Develop the ability to collect, select and interpret relevant information in the area of Strategy and Marketing; Develop the ability of analysis, synthesis and formulation of opinions.

STRATEGY
1. STRATEGIC ANALYSIS
1.1. Fundamentals of business strategy
1.2. Mission, vision and strategy
1.3. Analysis of the environment
1.4. Internal analysis
1.5. SWOT analysis
2. FORMULATION OF STRATEGIES
2.1. Business strategy
2.2. Corporate strategies
2.3. Internationalization strategy
2.4. Restructuring strategy
2.5. Diversification strategy
3. IMPLEMENTATION OF THE STRATEGY
MARKETING
1. MARKETING CONCEPTS
1.1. Importance of marketing
1.2. Basic concepts
1.3. Business orientation to the market
2. UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
2.1. Analising the marketing environment
2.2. Market studies and information
2.3. Buyer behaviour
3. DESIGNING MARKETING STRATEGIES
3.1. Creating value for target customers
3.2. Segmentation and positioning
3.3. Product policy
3.4. Marketing channels
3.5. Pricing strategies
3.6. Communication strategy
3.7. Brand: building customer value

NAO