Currículo
Marketing Management MM-MIM
Contextos
Groupo: Management > 2º Ciclo > Parte Escolar > Unidades Curriculares Obrigatórias
ECTS
3.0 (para cálculo da média)
Objectivos
1. To become familiar with the range of decisions implicit in strategic marketing management and planning. 2. To develop skills in using a variety of analytical frameworks for making such decisions. 3. To develop skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy.
Programa
- Defining marketing for the new realities - Analyzing consumer markets - Identifying market segments and targeting - Crafting the brand positioning - Setting the marketing-mix strategy
Método de Avaliação
The course is highly interactive between the class and the instructor. Through case studies/presentations, and problem-solving, students will have the opportunity to use concepts, ideas, and strategies discussed in class. The final grade is obtained by combining the Continuous Assessment and an Individual Written Exam. - Group Marketing Debates (15%) - Group Presentation (15%) and Report (30%) - Individual Written Exam (40%)
Carga Horária
Carga Horária de Contacto -
Trabalho Autónomo - 62.0
Carga Total -
Bibliografia
Principal
- Marketing Management: Global Edition: Kotler, P.; Keller, K. L.; Chernev, A. 2022 Kotler, P., & Keller, K. L. (2022). Marketing Management, Global Edition (16th ed.). Pearson International Content. https://bookshelf.vitalsource.com/books/9781292405117