Marketing Strategy and Innovation


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





Responsible teacher

Docente a designar


Weekly - Available soon

Total - Available soon

Teaching language

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




- 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