Advanced Marketing
Objectives
The course is geared towards students with prior basic knowledge of marketing, and examines in depth seven critical topics: competitive marketing strategy, the Segmentation-Target-Positioning (STP) process, pricing, product portfolio management, advertising and digital marketing, marketing metrics and services marketing. The course builds on basic marketing concepts, and goes deeper into these seven advanced topics. The aim is to help students broaden their marketing toolkit, by exploring the theory and practice of marketing. Together, the course topics make up a comprehensive package of knowledge that a modern business professional should have in order to be a competitive.
Ultimately, the goal is to strengthen students¿ problem solving capabilities through the more nuanced understanding and use of various marketing tools and concepts. The course emphasizes the application of theory through the use of a marketing simulation game that requires students to synthesize all their marketing knowledge, existing and new, in order to compete in a global market.
General characterization
Code
2430
Credits
7
Responsible teacher
Filipa Rosado Pinto | Daniela Schmitt
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Philip Kotler & Kevin Lane Keller (2016) Marketing Management , Global Edition, 15 , Pearson
Teaching method
This is a blended course. The course is based on a combination of learning methods. Through the simulation game students have the opportunity to develop and execute a complete marketing strategy, taking decisions under uncertainty in a dynamic environment with ¿real¿ impact on their firm¿s profitability and overall performance. Additional theory presented in class complements decisions that need to be taken during the simulation, and provides the theoretical background to these topics. The use of case studies helps brings concepts to life and engage students during the face-to-face classes.
All course activities and resources can be found through our course website on Moodle@NovaSBE. Learning activities are available 24/7, but there is a time frame for each one of them, on the Course Calendar. We strongly encourage you to keep up with calendar. To successfully attend this blended course, you will need: a stable internet connection, web browser (Chrome or Firefox are our recommendations), computer/tablet/iPad, microphone and webcam (for group projects), access to Moodle.
Evaluation method
Final exam (individual): 50% Case write-ups (group): 15% Group project / simulation: 35%
Group project, broken down as follows: Simulation Performance (33%) Interim Presentation (33%) Final Presentation (33%)
Subject matter
The course content is structured around the following major topics:
1. Competitive marketing strategy
2. Segmentation - Target - Positioning (STP) process
3. Pricing
4. Product portfolio
5. Promotion: Advertising & Digital
6. Marketing metrics
7. Services marketing