Marketing Strategy and Innovation
Objectives
The course of Marketing Strategy and Innovation (MSI) aims to develop on students an improved understanding and practice in key topics related to marketing strategy, strategy innovation, and design thinking for innovation. It also provides a hands-on approach using a diversity of challenges and paths in which students can craft their own learning journey.
General characterization
Code
200187
Credits
7.5
Responsible teacher
Diego Costa Pinto
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Prerequisites
There are no enrolment requirements. However, students with no previous marketing background should become familiar with basic marketing concepts by reading the recommended books and materials.
Bibliography
Teaching method
Workshop-oriented classes, lectures, project-based learning, case studies, weekly challenges, quizzes.
Evaluation method
1st call (no exam):
Projects: 50%
Quiz: 30%
Individual Challenges: 20%
2nd call (exam):
Projects: 40%
Exam: 60%
A minimum grade of 8.0 (in 20) for the Quiz/Exam
A minimum grade of 10.0 (in 20) for the Project Deliveries
Rules:
For each day of delay, a -1 point (in 20) penalty is applied.
In the first call, students must complete 4 out of 8 challenges.
Subject matter
The curricular unit is organized in the following Learning Units:
1. Introduction to Strategy & Marketing
2. Marketing Strategy and Innovation (MSI) Canvas
3. The context and emergence of strategic relevance
4. Competitive Analysis and Blue Ocean Strategy definition
5. Strategy as process and practice
6. Marketing as a strategic force via E² Design (Experience + Engagement)
7. The Marketing Strategy and Innovation (MSI) plan
8. Creating a customer value proposition
9. Setting design thinking as an innovation strategy
10. Identifying behavioral insights for marketing
11. Business Models Innovation
12. Prototyping and Managing marketing innovations
Programs
Programs where the course is taught:
- Specialization in Information Analysis and Management
- Specialization in Risk Analysis and Management
- Especialização em Data Science for Marketing
- Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence
- Especialização em Marketing Research e CRM
- Specialization in Marketing Research and CRM
- Laboral - Especialização em Digital Marketing and Analytics
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- Specialization in Information Systems and Technologies Management - Working Hours Format
- Laboral - Especialização em Marketing Intelligence
- Specialization in Marketing Intelligence - Working Hours Format
- Mestrado em Data-Driven Marketing
- Post-Graduation in Information Analysis and Management
- Post-Graduation Risk Analysis and Management
- PostGraduate in Data Science for Marketing
- PostGraduate in Digital Enterprise Management
- PostGraduate Digital Marketing and Analytics
- PostGraduate in Information Management and Business Intelligence in Healthcare
- Post-Graduation in Knowledge Management and Business Intelligence
- Post-Graduation Information Systems and Technologies Management
- PostGraduate in Marketing Intelligence
- PostGraduate Marketing Research e CRM
- PostGraduate in Enterprise Information Systems