Strategic Marketing

Business Administration, Publication in the Diário da República - Despacho nº 3393/2016 - 04/03/2016

4 ECTS; 2º Ano, 1º Semestre, 45,0 TP

Lecturer
- Maria de Fátima Rodrigues Pedro

Prerequisites
Not applicable.

Objectives
Discuss and reflect on the ethical principles of consumption;
Understand the agents and the dynamics of the markets;
Know the main study methods;
Develop a marketing strategy;
Know the specifics of marketing and brand management.

Program
I - Introduction.
1-Principles of marketing (history and business ethics);
2-Marketing function: concepts, definitions and evolution.
II - Understand the market.
1-Analysis of the market and its actors;
2-Market studies;
3-Theories and explanatory models of consumer behavior;
4-Segmentation;
5-Positioning.
III - The brand.
IV - Marketing strategy, planning and control.
1-Strategy and marketing plan;
2-Planning and marketing control.

Evaluation Methodology
Continuous evaluation:
The continuous assessment consists of two components: a practical assignment (C1), with presentation and discussion, mandatory for all group members, weighting of 40%, minimum grade of 10 (ten) and a written test (C2), weighting of 60%, minimum grade of 8 (eight) values.
The final grade is expressed by (CF = 0.40C1 + 0.60C2), provided that the minimum grade has been obtained in each of the evaluation components. Otherwise, the final rating will be equal to the lowest of C1 or C2 ratings.
Students are approved to the course unit if the final grade of the two assessment components, rounded by the units, is greater than or equal to 10 (ten) values.
 
Non continuous assessment:
Written test (100%), performed without any query element.
Students are approved to the course if the final grade, rounded to units, is greater than or equal to 10 (ten) values.

Bibliography
- Maçães, M. (2019). Marketing Estratégico. Lisboa: Actual
- Kotler, P. e Outros, . (2008). Principles of Marketing . UK: Prentice Hall
- Dionísio , P. e Outros, . (2015). Mercator XXI - Mercator da Língua Portuguesa - Teoria e Prática. Lisboa: Publicações Dom Quixote
- Chernev, A. (2018). Strategic Marketing Management. USA: Cerebellum Press

Method of interaction
The teaching aims to promote the reading and discussion of case studies, the realization of short and medium term works, as well as the exposition of concepts and the viewing of cases.

Software used in class