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.

Programs

Programs where the course is taught: