Marketing Management
Objectives
- Introduce the Key Marketing theories,ideas and practices with the core theme of delivering value to customers
- Build skills on Marketing analysis, Planning, Strategy and Execution
- Develop capabilities
regarding
Implementation:Product and Service
strategy, Pricing and
Retail and Distribution Channels
(Physical availability).
General characterization
Code
14216
Credits
3
Responsible teacher
Jorge Velosa
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese | English
Prerequisites
Available soon
Bibliography
-Robert J. Dolan (2019) "Framework for Marketing Strategy Formation" Harvard BusinessSchool. June, Core Curriculum ReadingCase No. 8153
-Alice M. Tybout (2019) Kellogg on Branding in a Hyper-Connected World,”Brand Positioning: The Foundation for Building a Strong Brand” cap. 1, Wiley
-Sunil Gupta (2019) “Segmentation and Targeting” Core curriculum Reading Harvard Business School, case 8219
-Sunil Gupta (2014) “Customer Management” Core Curriculum Reading case 8162,Harvard Business Publishing
-David C. Edelman (2010), Branding in the Digital Age, Harvard Business Review, December, pp. 62
-David C. Edelman, Marc Singer (2015), Competing on Customer Journeys, Harvard Business Review, November
-Alexander Chernev (2020) The Marketing Plan Handbook, 6th edition, Cerebellum Press USA
-Philip Kotler, Kevin Lane Keller (2016), Marketing Management, Global 15th ed., caps 13,15 Essex , England: Pearson Education
-Robert G. Cooper (2017), Winning at New Products: Creating Value Trough Innovation, 5th Edition, caps 2 e 4), Hachette Book Group
-Byron Sharp (2014), How Brands Grow,Caps2,7 Oxford University Press, e-book ed-Christopher Lovelock, Jochen Wirtz (2016), Services Marketing, People Technology and Strategy, 8th Edition, Caps. 1,2 World Scientific Publishing Co. Inc
-Frances Frei (2008), The Four Things a Service Business should get right, Harvard Business Review, April
-Thomas T. Nagle, Georg Müller (2018), The Strategy and Tactics of Pricing, 6th ed., Caps 1,2,4,6 Routledge Taylor and Francis Group
-Dolan and Gourville (2014),Marketing Reading: “Pricing Strategy” Core Curriculum Reading Harvard Business School 8203
-Michael Levy,Barton Weitz, Dhruv Grewal (2019) Retailing Management 10th ed McGraw Hill / Irwin caps 1,5,6-Sunil Gupta (2018) Driving Digital Strategy, Cap 6, Omnichannel Strategy ,Harvard Business Review Press
Teaching method
The
curricular unit will be a combination
of theory, cases
and discussions.
Evaluation method
A
hands-on approach to the subject will be used with many examples
and material from the field. The evaluation will be based on an individual work
(75%) and participation/ attendance (25%).
Subject matter
– Background:
Concepts, Clients, Strategy
1. Marketing
(4P's, 5C's) and Positioning (Company skills). From Segmentation to Positioning
2. Clients
and Customer Value.
Connecting with Consumers
and Customers. Organizational Buyer Behavior (B2B). Customer Management and
CLV. Consumer Buyer Behavior.
3. Marketing
Planning-Marketing Implementation
4. Designing
the Offering: Product and Service
Management
5. Pricing:
Valuing the offering and managing prices.
6. Physical
Availability, Retail and Distribution Channels.