Marketing

Objectivos

The marketing module is an introductory course to the principles of marketing. It covers marketing evolution, organizational role and the frameworks and steps behind the marketing activities in developing an idea, transforming it into a product and introducing it into the market.

Caracterização geral

Código

31103

Créditos

0

Professor responsável

CARMEN LAGES

Horas

Semanais - 10

Totais - A disponibilizar brevemente

Idioma de ensino

Português

Pré-requisitos

A disponibilizar brevemente

Bibliografia

PRE-CLASS READINGS

Gheysari, H., Rasli, A., Roghanian, P., & Norhalim, N. (2012). A review on the market orientation evolution. Procedia-Social and Behavioral Sciences40, 542-549.

Weihrich, H. (1982). The TOWS matrix¿A tool for situational analysis. Long range planning15(2), 54-66.

Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science28(1), 55-66.

READINGS

Christopher Lovelock, Jochen Wirtz (2016), Services Marketing, People Technology and Strategy, 8th Edition, World Scientific Publishing Co. Inc.

Wood, M. B. (2012), The Marketing Plan Handbook (5th Edition), Upper Saddle River, NJ: Prentice Hall.

Malhotra, N. K. (2012), Basic Marketing Research (4th Edition). Upper Saddle River, NJ: Prentice Hall.

Método de ensino

Classes with theoretical exposition by Professor, conceptual application by students working in group followed by the Professor's coaching. 

Método de avaliação

There is no Final Exam in this Course. Assessment is divided as follows:

20% - Class attendance and participation

80% (40% oral presentation performance and 40% presentation slides content) - Group oral presentation and defence of a marketing proposal for an organization

 

The marketing proposal should have the following structure:

Introduction to the consumption problem (and presentation of the organizational)

Situation Analysis

Internal: Strengths and Weaknesses

External: Opportunities and Threats

Consumer and Competitor analysis summary

Strategy

Target market definition, positioning and competitive advantage

Marketing Mix for Services

People, Process and Physical Evidence

Creating, delivering, communicating and capturing value

Conclusion about the consumption solution and 3 main recommendations

Conteúdo

Session 1: introduction to marketing and the marketing plan

What is marketing?

Historical evolution, main concepts and the role of marketing in the organization

State of the art evidence about Market Orientation

The marketing planning and plan

 

Reading: Gheysari, H., Rasli, A., Roghanian, P., & Norhalim, N. (2012). A review on the market orientation evolution. Procedia-Social and Behavioral Sciences40, 542-549.

 

Session 2: Situation analysis

Internal: Strengths and Weaknesses and external: Opportunities and Threats

Consumer and Competitor

 

Reading: Weihrich, H. (1982). The TOWS matrix¿A tool for situational analysis. Long range planning15(2), 54-66.

 

Session 3: Marketing strategy

Target market definition

Positioning and competitive advantage

 

Reading: Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science28(1), 55-66.

 

Session 4: Implementing Marketing Mix for Services

Creating, delivering, communicating and capturing value

Extended to People, Process and Physical Evidence

 

Session 5: Final presentations and evaluation

Cursos

Cursos onde a unidade curricular é leccionada: