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Marketing

Objectives

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.

General characterization

Code

1204

Credits

7.5

Responsible teacher

Carmen Lages

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese and English

Prerequisites

Mandatory Precedence:

- 1200. Principles of Management

Bibliography

MAIN BOOK:
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.

Resources

Course power point slides and additional material [readings, cases, articles...] will be available in Moodle.

Teaching method

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.

Evaluation method

•    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%   
10%    22/11
•    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.

Subject matter

•    Introduction to Marketing
•    Marketing Planning
•    Situation Analysis
•    Customer Insight
•    Segmentation, Targeting, and Positioning
•    Marketing Mix
•    Implementation and Control