Marketing
Objetivos
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 Sciences, 40, 542-549.
Weihrich, H. (1982). The TOWS matrix¿A tool for situational analysis. Long range planning, 15(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 Science, 28(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 Sciences, 40, 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 planning, 15(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 Science, 28(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