Estratégia e Inovação em Marketing

Caracterização geral

Pré-requisitos

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.

Bibliografia

Basic Books

- Clegg, Stewart et al. Strategy: theory and practice. London: Sage, 2011
- Kotler, Philip & Keller, Kevin Lane. Marketing management. 15th ed. Boston: Pearson, 2015
- Osterwalder, Alexander & Pigneur, Yves. Business model generation: a handbook for visionaries, game changers, and challengers. New Jersey: John Wiley & Sons, 2010

Compulsory Readings

- Kim, W. Chan, and Renée A. Mauborgne. Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press, 2014.

- Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu (2015). Trend-Driven Innovation: Beat Accelerating Customer Expectations. Wiley. ISBN: 978-1-119-17042-6.

- Kolko, J. (2015). Design thinking comes of age. LINK: https://cdn.fedweb.org/fed-42/2892/design_thinking_comes_of_age.pdf

Recommended Readings

- Fisk, Peter. Gamechangers: Creating Innovative Strategies for Business and Brands; New Approaches to Strategy, Innovation and Marketing. John Wiley & Sons, 2015. 

- Cagan, Marty. Inspired: How to create tech products customers love. John Wiley & Sons, 2017.

- A. K. Pradeep, Andrew Appel, Stan Sthanunathan. AI for Marketing and Product Innovation: Powerful New Tools for Predicting Trends, Connecting with Customers, and Closing Sales. John Wiley & Sons, 2018.

- Kelley, T., & Kelley, D. (2013). Creative confidence: Unleashing the creative potential within us all. Currency.

Método de ensino

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

Método de avaliação

1st call:

Projects: 50%

Quiz/Exam: 30%

Individual Challenges: 20%

 

2nd call:

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.

In the first call, students must complete 4 out of 8 quizzes.

Conteúdo

The curricular unit is organized in 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

Cursos

Cursos onde a unidade curricular é leccionada: