Marketing Management

General characterization

Prerequisites

N/A

Bibliography

Compulsory textbooks and readings:

1. Kotler, P., G. Armstrong, V. Wong, J. Saunders (2008), Principles of Marketing, 5th European Edition, Prentice Hall.

2. Wood, M. B. (2012), The Marketing Plan Handbook, 5th Edition, Prentice Hall.

3. Additional reading materials may be distributed during the course.

Resources

Course Website:

The Moodle page of the course will include updated information about the course (assignments, readings, course schedule, etc.). Please check it regularly (the course instructor and grader will assume you do).

You can find additional literature using the Nova SBE Virtual Business Library (http://libraries.fe.unl.pt/).

During one of our fist lectures, our head librarian will provide you with a list of resources that you can consult for your group project.

The slides for each class and all the material used in the class will be available for downloading from the website AFTER each class. The materials will represent only an outline of class discussion and therefore you are expected to take additional notes and study the compulsory readings and materials for the final exam.

Teaching method

This course consists in one 3h class per week. This course is a mix of lectures, case discussions, and independent learning that students need to demonstrate autonomously in their individual and group assignments.

Not all materials will be covered in class: You are expected to study some materials more in depth on your own. For instance, these materials will be part of the final exam. You are expected to be independent in your learning. We will use a hands-on approach: You will learn a lot on your own, and you will apply what you learn to solve real-life marketing challenges with the guidance of your instructor.

In class contribution is important. It is rare that there is one right answer to a particular marketing issue. Students should expect to learn from seeing how others analyze and address the same problem. The better prepared you are the more you will learn.
Therefore, everyone will be called in class to contribute and defend their viewpoints. Please notice that professional and courteous conduct is always expected during class discussions and regular class participation. You should contribute to class discussions in a constructive, polite, and levelheaded way. What we learn from class discussion is considered as class material and can be included in assignments and exam.

There will be a final test where students will have to analyze and discuss one or more short cases and apply frameworks and concepts learned throughout the semester. The final test will include also multiple-choice and open-ended questions based on the compulsory readings for this course.

Evaluation method

Evaluation will be based on individual assignments, a group project, and a final test:

• I. Individual grade:

  a) Individual Assignments. Two cases (written answers): 20%

  b) Final test: 30%

• II. Group Grade:

  Development of a Marketing Plan for your own startup in groups of 4 or 5. It covers three different components:

  a) The written report: 40%

  b) Presentation: 10%

  c) Peer evaluation: might determine grade adjustment.

In order to pass the course, each grade component must be at least sufficient (>9). The only exception is the final exam, in which a grade > 6 is required to pass.

You can earn up to 0.4 bonus points on your final grade (provided that all components are at least sufficient as specified above; > 9 for all assignments, besides final exam > 6) by participating in two marketing research studies anonymously. Details will be communicated in class and on Moodle.

No grade improvement is possible after passing the course (no re-sit or second course enrolment).

Subject matter

Contents include:

• Introduction to Marketing Management;

• How to develop a Marketing Plan;

• External and Internal Analysis;

• Segmenting, Targeting and Positioning;

• Marketing Strategy;

• Marketing Mix.

Programs

Programs where the course is taught: