This course aims to provide the theory and practice in marketing strategy and to understand the role of marketing on a company?s strategy.
Diego Costa Pinto
Weekly - Available soon
Total - Available soon
Portuguese. If there are Erasmus students, classes will be taught in English
There are no enrolment requirements.
- 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.
Workshop-oriented classes, lectures, project-based learning, case studies.
- Projects (50%)
- Final Exam (50%)
- Projects (20%)
- Final Exam (80%)
Strategy & Marketing introduction
Strategy Canvas and Business Models
The context and emergence of strategic thinking
Competitive Analysis and strategy definition
Strategy as process and practice
Marketing as a strategic force
The marketing plan
Definition of Markets and Segmentation
Creating customer value and satisfaction
Setting product strategy
Developing pricing strategies and programs
Marketing channels and value networks
Managing marketing communications