Workshop: Marketing

N/A

The syllabus will be developed through:

i) exposition/theoretical sessions,

ii) analysis and discussion of cases

iii) practical sessions to apply concepts

a) Evaluation by frequency: group assignment (50% of the final grade)-ellaboration, presentation of the relationship marketing campaign that dully responds a briefing given by the professor; individual component (50% of the final grade), as an individual portfolio to be developped during the semester.

b) Evaluation by exam: individual assignment (50% of the final grade)- ellaboration, presentation of the relationship marketing campaign that dully responds a briefing given by the professor – the assignment must be delivered in the same day as the exam; a written exam (50% of the final grade), in the date set by exam’s calendar.

– To know how to identify opportunities of application of relationship marketing strategies

– To acknowledge the different tools that can be used to support a relationship marketing program

– To recognise the continuus effort to be put in every relationship with every client and what that implies in terms of marketing programs

– To apply the proper techniques to serve the client and fulfill an effective relationshipo marketing, using databases, communication tools, evaluation of client satisfaction and improvement measures.

Part I: Introduction to Relationship Marketing

1.1.        Definition and goals of Relationship Marketing

1.2.        Characteristics of Relationship Marketing

1.3.        From transactional marketing to relationship marketing

1.4.        Sources of value for clients

Part II: Relationship management in the digital context

2.1.        Database Marketing: Definition and importance; Databases; Databases management

2.2.        Customer Relationship Marketing (CRM): Definition and purposes; The holistic view of the client; Programs and softwares

Part III: From a competitive strategy to a relational strategy

3.1.       The evolution of Relationship Marketing

3.2.        Marketing 1-to-1: Definition of marketing 1-to-1; Steps to build a 1-to-1 relationship: Identification of clients; Diferentiation of clients; Interaction with clients; Customization of product/service

Part IV: Implementation of a relationship marketing strategy

4.1.        Tools to communicate with clients

• - Exam - 50.0%
• - Individual and/or Group Work - 50.0%

• - Frequency - 50.0%
• - Individual Portfolio - 50.0%

NAO

Adolpho, C. (2012). Os 8 Ps do marketing digital : o guia estratégico do marketing digital.  Texto.

Côrte-Real, A., Brito, C. M., & Lencastre, P. (2014). Novos horizontes do marketing. D. Quixote.

Gummesson, E. (2002). Total Relationship Marketing. 2nd ed. Butterworth-Heinemann.

Kotler, P. (2013). Marketing para o século XXI. 7ª ed. Presença.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Actual.

Lindon, D.; Lendrevie, J.; Lévy, J; Dionísio, P.; & Rodrigues, J. V. (2011). Mercator XXI : teoria e prática do marketing. 14ª edição. D. Quixote.

Marques, A. (2014). Marketing relacional: como transformar a fidelização de clientes numa vantagem competitiva. 2ª ed. Lisboa: Edições Sílabo.