Code: | MGE2105 | Acronym: | GMKT |
Teaching Area: | Management |
Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
---|---|---|---|---|---|
MGE | Aviso n.º 9883/2017, de 25 de agosto | 1º | 6 ECTS | 54 | 160 |
Theoretical-Practical: | 39,00 |
Orientação Tutorial: | 0,00 |
Teaching - Hours
|
DESCRIPTIVE SUMMARY
The Marketing Management curricular unit aims at providing the students with the most recent marketing trends, mainly focused in strategic marketing planning and the corporate realities designed by cooperative marketing and co creation marketing. All these inputs will lead to the elaboration of a Marketing Plan sustained by the program contents, the bibliographical support and also through the collaboration with the company invited by ISAG to participate in this curricular unit.
OBJECTIVES AND LEARNING OUTCOMES
- Show the milestones in marketing evolution in the last few years;
- Describe the operational advantages of holistic marketing;
- Be familiar with the concept of Marketing Intelligence
- Identify the moments that build strategic marketing planning;
- Develop team work and group dynamics through the elaboration of a Marketing Plan.
SKILLS TO DEVELOP
- Identify society and corporate changes that interfere with marketing trends;
- Recognize the importance of holistic marketing approaches;
- Characterize the main elements of collaborative /co creation marketing;
- Define a strategic marketing planning;
- Master the theoretical and practical tools that allow the making of a Marketing Plan
1. Marketing trends of the XXI Century
1.1 From Marketing 1.0 to Marketing 4.0 - evolution
1.2 New marketing realities;
1.3 Holistic Marketing
2. Collaborative Marketing
2.1 Marketing and social media
2.2 Digital Marketing strategies
2.3 Marketing Inteliggence;
2.4 Authenticity Marketing
2.5 Co creation Marketing
3. Strategic Planning in Marketing
3.1 Mission
3.2 Strategic Business Units
3.3 Resources Management
3.4 Growth opportunities analysis
3.5 Organizational culture
3.6 Innovation dimensions in Marketing
4. The Marketing Plan
4.1 Structure:
4.1.1 Diagnosis;
4.1.2 Strategy;
4.1.3 Implementation
4.1.4 Evaluation
- Show the milestones in marketing evolution in the last few years;
This goal will be reached through the contets of Chapters 1.1 and 1.2 of the Programme, wich focus on the evilution of the Marketing concept.
- Describe the operational advantages of holistic marketing;
This goal is connected with Chapter 1.3, which is centred in this content topic.
- Be familiar with the concept of Marketing Intelligence
This goal will be reached through the contents included in Chapter 2.3, which cover this concept and its main characteristics.
- Identify the moments that build strategic marketing planning;
This goal is related to the contentes lectured in Chapters 3.1 and 3.6, which describe the stages of the marketing planning.
- Develop team work and group dynamics through the elaboration of a Marketing Plan.
This goal will be reached through the contents included in Chapters 4.1 to 4.4, which are focused on the sequential stages of a Marketing Plan.
Kotler, Philip; Keller, Kevin Lane;Marketing Management, Upper Saddle River: Prentice Hall, 2015 |
Kotler, Philip et al;Marketing 4.0, Lisboa: Actual Editora, 2017 |
Brito, Carlos Melo e Lencastre, Paulo;Novos Horizontes do Marketing, Lisboa, D. Quixote, 2014 |
Brito, Pedro Quelhas e Campos, Pedro;Novas Tendências em Marketing Intelligence, Lisboa: Actual Editora, 2013 |
Dodson, Ian;The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns, New Jersey: Willey and Sons, 2016 |
Marques, Vasco;Marketing Digital 360, Lisboa: Actual Editora, 2015 |
Torres, Hugo;PME - Plano de Marketing Empresarial, Porto: Edições Afrontamento, 2013 |
The working sessions will follow a theoretical / practical approach, aiming at combining the teacher¿s presentations with the most recent marketing environments and trends. The association with a company within the context of the Marketing Plan, will provide the students with real data and up to date information, thus leading this process towards an effective and productive partnership.
Avaliação distribuída com exame final
Description | Type | Time (hours) | Conclusion Date |
---|---|---|---|
Attendance (estimated) | Lessons | 45 | |
Projectos | 45 | ||
Teste/Exame | 2 | ||
Participação Presencial | 9 | ||
Study | 59 | ||
Total: | 160 |
Written test: 65%
Group work - Marketing Plan: 25% (1st part of the Plan - submission (e-learning platform): 10% + Final Version: 15%
Report (Olicargo): 10%
Final exam: 100%
- Show the milestones in marketing evolution in the last few years;
To reach this goal there will be debates organized according to the contents provided in the sessions.
- Describe the operational advantages of holistic marketing;
In this case challenges will be available to be solved under the guidance of the teacher.
- Be familiar with the concept of Marketing Intelligence
To reach this goal there will be debates organized according to the contents and practical examples presented in the classes.
- Identify the moments that build strategic marketing planning;
The focus in this case is to strenghten the contents lectured during the classes with the presence of an invited speaker.
- Develop team work and group dynamics through the elaboration of a Marketing Plan.
This goal will be reached through the ellaboration of a group project: the Marketing Plan, including tutorial sessions outside the classes.