Strategy and Marketing

Base Knowledge

General management concepts.

Teaching Methodologies

Expository lectures present the curricular unit’s bases and theoretical-practical courses where case studies related to the theme are usually analysed in groups of 3 or 4 students. Discussion of case studies in plenary, highlighting the relationship between theories and conceptual models and the practical reality of the cases analysed.

Learning Results

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 problem solving, supported by own argumentation; Develop the ability to collect, select and interpret relevant information in the area of Strategy and Marketing, combined with the ability to analyze, synthetise and formulate opinions; Instill a professional attitude in the development of tasks by based on acquired knowledge and the ability to understand its scope, applicability and opportunity in the face of specific situations of everyday life.

Program

I. STRATEGY

1. STRATEGIC ANALYSIS

1.1. Thinking and Strategic Planning; 1.2. Environmental analysis: macro environment and industry; 1.3. Porter’s Five Forces of Competition; 1.4. Industry structure; 1.5. Key success factors; 1.6. Company resources; 1.7 Cost categories and cost dynamics; 1.8. Porter’s Value chain; 1.9. Core skills; 1.10. Strategic fit and Strategic intent; 1.11 Dynamic SWOT analysis; 1.12. Company’s Vision, Mission, and objectives (financial, non-financial and SMART).

2. FORMULATION OF STRATEGIES

2.1. Business strategies; 2.2. Strategies at the corporate level.

 

II. MARKETING

1. INTRODUCING MARKETING

1.1. Historical contextualization; 1.2. Basic concepts and axes; 1.3. Value proposition and Business model.

2. CUSTOMER VALUE

2.1. Customer value: economic, functional, experimental, and social; 2.2. Customer management through Customer Lifetime Value.

3. MARKET RESEARCH

3.1. The marketing research process; 3.2 Formal and informal market research.

4. CONSUMER BUYING DECISION-MAKING

5. MARKETING STRATEGY

5.1. Segmentation; 5.2. Targeting; 5.3. Positioning

6. MARKETING MIX

6.1. Product; 6.2. Price; 6.3. Place; 6.4. Promotion; 6.5. People, Process and Physical evidence.

7. DIGITAL MARKETING

7.1. Outbound; 7.2. Inbound; 7.3. Social media; 7.4. Mobile technology.

Curricular Unit Teachers

Internship(s)

NAO

Bibliography

Strategy:

» Freire, A. (2020). Estratégia – Criação de Valor Sustentável em Negócios Tradicionais e Digitais. Lisboa: Bertrand. 

» Freire, A. (1997). Estratégia – Sucesso em Portugal. Lisboa: Verbo. (Available at ISEC’s library: 2A-1-85)

» Robalo Santos, A. (2008). Gestão Estratégica – Conceitos, modelos e instrumentos. Lisboa: Escolar Editora.

» Teixeira, S. (2014). Gestão Estratégica. Lisboa: Escolar Editora. (Available at ISEC’s library: 2A-3-70)

 

Marketing:

» Kotler, P, Armstrong, G. (2018). Principles of Marketing. 17th edition. Global edition: Pearson Global Edition.

» Ferreira, B., Marques, H., Caetano, J., Rasquilha, L. & Rodrigues, M. (2015). Fundamentos de Marketing. 3ª edição. Lisboa, portugal: Edições Sílabo. (Available at ISEC’s library: 2A-3-84)