Marketing Strategy and Innovation

Objectives

1. Improve understanding of theory and practice in marketing strategy and innovation
2. Understand the role of marketing and innovation in a company's strategy
3. Develop a strategic marketing plan

General characterization

Code

200187

Credits

7.5

Responsible teacher

Docente a designar

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

Bibliography

- Clegg, Stewart et al. Strategy: theory and practice . London: Sage, 2011
- Kotler, Philip & Keller, Kevin Lane. Marketing management. 15th ed. Boston: Pearson, 2015
- Osterwalder, Alexander & Pigneur, Yves. Business model generation: a handbook for visionaries, game changers, and challengers. New Jersey: John Wiley & Sons, 2010

Teaching method

Evaluation method

Subject matter

The curricular unit is organized in the following Learning Units:
1. Introduction to Strategy & Marketing
2. Strategy and Innovation Canvas
3. The context and emergence of strategic thinking
4. Competitive Analysis and strategy definition
5. Strategy as process and practice
6. Marketing as a strategic force
7. The marketing plan
8. Definition of Markets and Segmentation
9. Creating customer value and satisfaction
10. Setting product strategy
11. Developing pricing strategies and programs
12. Marketing channels and value networks
13. Managing marketing communications

Programs

Programs where the course is taught: