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Marketing Fundamentals, Planning & Execution

Objectives

- Introduce the Key Marketing Theories ideas and Marketing practices with the core theme of delivering value to customers
- Build skills on Marketing analysis, Planning, Strategy and Execution

General characterization

Code

14212

Credits

2

Responsible teacher

Pedro Gardete

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese | English

Prerequisites

Available soon

Bibliography

-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
-Philip Kotler, Kevin Lane Keller (2016), Marketing Management, Global 15th ed., caps 13,15 Essex , England: Pearson Education
-Byron Sharp (2010), How Brands Grow,Caps 2,7 Oxford University Press
-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
-John Rossiter, Larry Percy, Lars Bergkvist (2018) Marketing Communications, Objectives ,Strategy and Tactics Sage Publishing, Caps 1,6,8

Teaching method

The course will be a mix of theory, cases and discussions. A hands-on approach to the subject will be used with many examples and material from the field.

Evaluation method

The assessment of this curricular unit is done together with the block of curricular units of the same area of knowledge. This assessment has 3 moments, which together define the final grade of the curricular unit:
• Individual exam with a weighting of 50% of the total mark
• Group work with a weighting of 35% of the total grade value
• Individual reflection-action exercise carried out at the end of the curricular unit, with a weighting of 15% of the total grade value. The set of individual action-reflection exercises is a journaling activity, which will constitute, at the end, a learning portfolio capable of synthesising the contributions of the Executive Master for that student.

Subject matter

Parte I – 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