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 and the bibliographical support.
OBJECTIVES AND LEARNING OUTCOMES - Provide a perspective about the fundamental trends of contemporary marketing; - Describe the operational advantages of content marketing; - Be familiar with the concept of Marketing Communications - 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 content marketing approaches; - Characterize the main elements of marketing communications; - Define a strategic marketing planning; - Master the theoretical and practical tools that allow the making of a Marketing Plan.
Programme
1. Fundamental Trends in Marketing
1.1 The new consumers¿ power 1.2 Marketing paradoxes 1.3 Digital subcultures
4. The Marketing Plan 4.1 Structure 4.2 Diagnosis 4.3 Strategy 4.4 Action 4.5 Evaluation
Demonstration of the syllabus coherence with the curricular unit's learning objectives
- Provide a perspective about the fundamental trends of contemporary marketing;
This goal will be reached through the contets of subchapters 1.1 to 1.3 of the Programme, which focus on the evolution of the Marketing concept. - Describe the operational advantages of content marketing; This goal is connected with subchapters 2.1 to 2.3 which is centred in this content topic. - Be familiar with the concept of Marketing Communications This goal will be reached through the contents included in subchapters 3.1 to 3.3, which cover this concept and its main characteristics. - Identify the moments that build strategic marketing planning; This goal is related to the contents lectured in Chapters 4.1 to 4.6, 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 4.6, which are focused on the sequential stages of a Marketing Plan.
Kotler, Philip et al;Marketing 4.0, Lisboa: Actual Editora, 2017
Supplementary Bibliography
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
Learning Methods
The working sessions will follow a theoretical / practical approach, aiming at combining the teacher¿s presentations with the most recent marketing environments and trends.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
45
Projectos
45
Teste/Exame
2
Participação Presencial
9
Study
59
Total:
160
Continuous Assessment
Written test: 65%
Group work - Marketing Plan: 35% (submission through the elearning platform / Turnitin database)
Under the terms of the Master's Regulation:
1. The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).
2. In the written tests and other assessment elements it is necessary to obtain a minimum grade of 7.5 (seven point five) points.
3. If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).
4. If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season.
5. All written academic work provided for in the assessment must be submitted to the Turnitin database, available on the ISAG E-Learning platform, with a similarity rate of up to 30%.
Final Exam
Final exam: 100%
Demonstration of the coherence between the teaching methodologies and the learning outcomes
- Provide a perspective about the fundamental trends of contemporary marketing;
To reach this goal there will be debates organized according to the contents provided in the sessions. - Describe the operational advantages of content marketing; In this case challenges will be available to be solved under the guidance of the teacher. - Be familiar with the concept of Marketing Communications 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.