Currículo

Strategic Marketing MEST-E

Contextos

Groupo: Management > 1º Ciclo > Unidades Curriculares Obrigatórias

ECTS

6.0 (para cálculo da média)

Objectivos

1.To describe the steps and the activities of strategic planning and marketing planning and their relationship 2. Design the Marketing Plan 3. Analyze the market: final consumers, organizations and competition 4. Get to know the components and the process of developing the marketing strategy 5. Formulate strategies for new products, existing products and for international markets 6. Define social responsibility and ethics in marketing 7. Develop critical thinking, teamwork and project management skills, oral and written communication skills, use analytical tools and act ethically

Programa

1. Company Strategy and Building Customer Relationships 1.1 Strategic planning vs. marketing planning 1.2 Marketing strategy 1.3 Marketing plan 2. Market Analysis 2.1 Consumer markets 2.2. Business markets 2.3. Analysis of competition and competitive strategies 3. Marketing Strategy 3.1 Identification of market segments and targets selection 3.2 Marketing strategy to differentiate and position the offer 3.3 Marketing strategy for new product development 3.4 Marketing mix strategy and the product life-cycle 3.5 Internationalization and the global market 3.6 Sustainable marketing: Social responsibility and ethics

Método de Avaliação

Regular assessment period The evaluation of this course, in accordance with Article 2 of the General Regulations for Assessment of Undergraduate Degrees (GRAUD), will be the result of a weighted average of the following assessment:A final written examination (weighting 50%) - minimum score: 8 points -Graded assessments throughout the semester: attendance and participation in class, mini individual presentations, and other individual or team work (50% weighting) - minimum score: 8 points. 2) Repeat assessment period The evaluation at this period, according to Article 3 (paragraphs 1 and 2) of the GRAUD, consists of a written examination. The final classification includes the overall rating of the graded component throughout the semester, with the weights set for the regular period, if this component benefits the student. The improvement of grade is based solely on the written examination (Article 7, paragraph 2 of GRAUD).

Carga Horária

Carga Horária de Contacto -

Trabalho Autónomo - 108.0

Carga Total -

Bibliografia

Principal

Principles of Marketing: KOTLER, Philip e ARMSTRONG, Gary 2018 Global Edition, 17th Edition, Pearson.

Secundária

The Marketing Plan Handbook: WOOD, Marian Burk 2014 5th Edition, Pearson New International Edition.
Essentials of Marketing Research: A Hands-On Orientation: MALHOTRA, Naresh K. 2015 1th Edition, Prentice Hall
Consumer Behavior: Buying, Having and Being: SOLOMON, Michael R. 2018 12th Edition, Pearson Higher Education
Marketing: An Introduction: ARMSTRONG, Gary, KOTLER, Philip, OPRESNIK, Marc O. 2017 13th Global Edition, Pearson