SUMMARY DESCRIPTION OF COURSE UNIT Generally, this course aims to understand marketing as management philosophy, both at strategic level and at the operational level, enabling the development and implementation of a marketing strategy in organizations.
GOALS - To define and delimit the concept and marketing activity - Understand the importance of diagnosis for strategic marketing - Adopt strategic thinking to marketing context - Understand the controllable variables of marketing and how to manage them
SKILLS AND LEARNING OUTCOMES - Develop diagnostic and organization of internal analysis - Develop diagnosis and analysis of the organization's external environment - Implement and develop the internal and external analysis tools - Set marketing objectives - Segmenting the market in marketing criteria function - Position and differentiate products, services and brands - To master and apply product management tools - Mastering and applying the price management tools - Mastering and applying the communication elements - Master and use the variables distribution - Apply the tools for monitoring and evaluation of marketing activity
Programme
1. Marketing Management in Organizations 1.1. Concepts and Evolution of Marketing 1.2. Traditional distinction between the Vision and Vision Marketing 1.3. Marketing 3.0 2. Strategic Diagnosis 2.1. External Analysis 2.2. Internal analysis 2.3. Analysis models of the Business Portfolio 3. Setting Goals 3.1. Quantitative 3.2. Qualitative 4. Market Segmentation 4.1. Process 4.2. Criteria 5. Strategic Positioning 5.1. Positioning Definition of steps 5.2. Differentiation Factors 6. Operational Marketing vs. Strategic Marketing 6.1. The marketing mix 7. Product Management 7.1. Marketing strategies and the product life cycle 7.2. Process of adopting the new products 7.3. Product mix 7.4. Products of levels 7.5. Policies range and Product Line 7.6. Branding 8. Price Management 8.1. Price targets 8.2. Price fixing strategies 8.3. The competitive dynamics and response to price changes 8.4. Objectives associated with a pricing policy 9. Distribution Channels 9.1. Nature and selection of channels 9.2. Channels of management 9.3. e-Business and e-Commerce 10. Integrated Marketing Communication 10.1. The communication process 10.2. The Mix of Communication 10.3. Elaboration of a Communication Plan 11. Planning and Marketing Control 11.1. Planning and Marketing Strategies of Implementation 11.2. The Marketing Plan 11.3. Evaluation and Marketing Control
Main literature
Lendrevie, L., Lévy, J., Dionísio, P. & Rodrigues, J. V.;Mercator da Língua Portuguesa - Teoria e Prática do Marketing, 16ª edição, D. Quixote, 2015
Kotler, P. and KELLER, K.;Administração de Marketing, Pearson Prentice Hall, 2006
Kotler, P. e Armstrong, G. ;Princípios de Marketing, 12ª ed., Pearson Prentice Hall, 2008
Supplementary Bibliography
MASTERSON, R. and PICKTON, D. ;Marketing: An Introduction, SAGE Publications, 2014. ISBN: 978-1446266472
MARSHALL, G., JOHNSTON, M. ;Marketing Management, McGraw-Hill/Irwin, 2014. ISBN: 978-0078028861
Learning Methods
Exposure of the concepts and marketing tools. Studies of actual cases in room and application contents throughout the semester.