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
1220
Credits
7
Responsible teacher
António Marinho Torres Neto
Hours
Weekly - Available soon
Total - Available soon
Teaching language
Portuguese and English
Prerequisites
Mandatory precedence: Principles of Management
Bibliography
Kotler, P. T. & Keller, K. L. (2016), Marketing Management (15th Edition), Pearson, Global Edition.
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 - 50%
- Simulation Results : 10%
- Presentation : 15%
- Report : 25%
Class Participation - 10%
Final Exam : 40%
Subject matter
• Introduction to Marketing
• Marketing Planning
• Situation Analysis
• Customer Insight
• Segmentation, Targeting, and Positioning
• Marketing Mix
• Implementation and Control
Programs
Programs where the course is taught: