Marketing

Subject: 2016/2017 - 1S

Programmes

Hours Effectively Taught

TRE3

Teaching Language

Portuguese

Aims, Skills and Learning Outcomes

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

Supplementary Bibliography

Learning Methods

Assessment Components

Avaliação apenas com exame final

Assessment Components

Continuous Assessment