[CEM] Estratégias de Marketing

Comunicação Social
5 ECTS; 1º Ano, 2º Semestre, 30,0 T + 15,0 PL + 4,0 OT

Lecturer
- Joana Conceição dos Santos

Prerequisites
Introdução ao Marketing.

Objectives
Acquire skills of analysis and strategic thinking on Mkt planning and management ; acquire skills of interpretation and implementation on Mkt strategy ; be able to independently articulate a strategic guideline.

Program
1. Conceptual Approach
The Evolution of Marketing Concept
Marketing as a philosophy of the company
B2B vs. B2C
Commercial Marketing vs. Nonprofit
Marketing
Internal marketing

2. How to structure a Marketing Department

3. Building a Brand
The importance of Brand Identity
Brandkey Vision and Brand Book

4. Marketing Strategy
Goal Setting
Analysis of the Environment
The Decision Making
Marketing mix definition

5. Briefing: importance and how to do it.
6. The Importance of Planning
Planning as half way to success
How to Plan
Controling the Plan

7. Strategy Evaluation
Evaluation: the key to success
Evaluation methods
Hoe failing is important

Evaluation Methodology
Written work with oral presentation 40% of final assessment. Test 60%. In other aspects of the evaluation will apply the provisions of the ESTA regulation.

Bibliography
- Dionísio, P. e Joaquim, V. e Jacques, L. e Julien, L. (2015). Mercator da Língua Portuguesa. Lisboa: Dom Quixote
- Kotler, P. (2009). Marketing Management. Inglaterra: Prentice Hall
- Malcom, M. (2008). On Marketing Planning. Londres: Kogan Page
- Pedro, C. (2005). Estratégias de Marketing - colectânea de casos portugueses. Lisboa: Escolar Editora

Method of interaction
Theorical and practical lessons, where work will be developed to exercise the knowledge acquired.

Software used in class