This course aims to provide students with a broad understanding of marketing strategy and management, focusing, in particular, on how to deploy marketing frameworks to solve real problems, enabling them to develop and implement marketing plans that build sustainable businesses.
Weekly - Available soon
Total - Available soon
Portuguese and English
- 1200. Principles of Management
Kotler, P. T. & Keller, K. L. (2012), Marketing Management (14th Edition), Upper Saddle River, NJ: Prentice Hall.
FOR MARKETING PLAN:
Wood, M. B. (2012), The Marketing Plan Handbook (5th Edition), Upper Saddle River, NJ: Prentice Hall.
FOR MARKET RESEARCH:
Malhotra, N. K. (2012), Basic Marketing Research (4th Edition). Upper Saddle River, NJ: Prentice Hall.
Course power point slides and additional material [readings, cases, articles...] will be available in Moodle.
This course is delivered through a four-pronged approach: (1) theoretical sessions: concepts and frameworks supported by relevant real-life examples provide a shared basis for a structured understanding of the topic; (2) simulation: management of a strategic business unit in a computer-based environment enables a hands-on integrated perspective on marketing operations; (3) marketing plan: development and presentation of a complete marketing plan enables a hands-on integrated perspective on marketing planning; and (4) practical sessions: coaching and feedback on the development of the group project provide customized support, enabling deeper learning and progressive improvement.
• Group Project
o Simulation Results
10% 50% Deadline
o Presentation 1 (Goals) 10% 09/10
o Presentation 2 (Recommendations) 10% 20/11
o Report (Marketing Plan)
• Class Participation 20%
• Final Exam 40%
Minimum grades for approval are: (i) 9.5 in the final weighted average, and (ii) 8.5 in the exam (both are needed for approval). Exams taken in the re-sit period (for any reason) have the same weight (40%) as those taken in the normal period. Continuous assessment grades (project and participation) can only be retained for re-sit within the same semester. Students retaking the course in subsequent semesters (for any reason) need to complete the continuous assessment (project and participation) again.
• Introduction to Marketing
• Marketing Planning
• Situation Analysis
• Customer Insight
• Segmentation, Targeting, and Positioning
• Marketing Mix
• Implementation and Control