| Code: | LRE1536 | Acronym: | MKT |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| LRE | Desp. n.º 20530/2009 (alterado aviso n.º9854/2012) | 3º | 6 ECTS | 60 | 160 |
| Theoretical-Practical: | 42,00 |
| Seminário: | 3,00 |
| Other: | 3,00 |
Teaching - Hours
|
Portuguese
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
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
| 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, 12ª ed., Pearson Prentice Hall, 2006 |
| Kotler, P. e Armstrong, G. ;Princípios de Marketing, 12ª ed., Pearson Prentice Hall, 2008 |
| MASTERSON, R. and PICKTON, D.;Marketing: An Introduction, SAGE Publications, 2014 |
| MARSHALL, G., JOHNSTON, M.;Marketing Management, McGraw-Hill/Irwin, 2014 |
Exposure of the concepts and marketing tools.
Studies of actual cases in room and application contents throughout the semester.
Avaliação apenas com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Lessons | 3 | 2016-01-06 | |
| Avaliação | 6 | 2016-01-27 | |
| Participação Presencial | 12 | 2016-01-06 | |
| Study | 94 | 2016-01-27 | |
| Total: | 160 |
Continuous assessment includes two individual written tests (45% + 45%), and mandatory assistance to one of the seminars and further discussion on the respective theme (10%).
According to Degree Regulations:
1. The effective presence of students in the classes will register object, and if the number of students for absences exceed 30% of the total number of contact sessions scheduled for each module, will be automatically transferred to the final evaluation of the regular season.
2. In written tests and work is required to obtain a minimum score of 7.5 points.
3. If a student miss or obtain a grade below 7.5 points in tests and written assignments, will be automatically transferred to the final evaluation of the regular season.
4. If a student miss or obtain a grade below 7.5 points in the second written test (conducted on the same date of the written test end of the regular season) may require registration to assessment at the time of appeal.
The final evaluation consists of one single written examination (100%).