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Marketing Strategy and Innovation

Objectives

The course of Marketing Strategy and Innovation (MSI) aims to develop on students an improved understanding
and practice in key topics related to marketing strategy, strategy innovation, and design thinking for innovation. It
also provides a hands-on approach using a diversity of challenges and paths in which students can craft their
own learning journey.

General characterization

Code

200187

Credits

7.5

Responsible teacher

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

There are no enrolment requirements. However, students with no previous marketing background should
become familiar with basic marketing concepts by reading the recommended books and materials.

Bibliography

Teaching method

Workshop-oriented classes, lectures, project-based learning, case studies, weekly challenges, quizzes.

Evaluation method

1st call (no exam):
Projects: 50%
Quiz: 30%
Individual Challenges: 20%
2nd call (exam):
Projects: 40%
Exam: 60%
A minimum grade of 8.0 (in 20) for the Quiz/Exam
A minimum grade of 10.0 (in 20) for the Project Deliveries
Rules:
For each day of delay, a -1 point (in 20) penalty is applied.
In the first call, students must complete 4 out of 8 challenges.

Subject matter

The curricular unit is organized into the following Learning Units:
1. Introduction to Strategy & Marketing
2. Marketing Strategy and Innovation (MSI) Canvas
3. The context and emergence of strategic relevance
4. Competitive Analysis and Blue Ocean Strategy definition
5. Strategy as process and practice
6. Marketing as a strategic force via E² Design (Experience + Engagement)
7. The Marketing Strategy and Innovation (MSI) plan
8. Creating a customer value proposition
9. Setting design thinking as an innovation strategy
10. Identifying behavioral insights for marketing
11. Business Models Innovation
12. Prototyping and Managing marketing innovations