Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Economics

Versao Portuguesa

MARKETING ESTRATÉGICO E OPERACIONAL - 2016/2017

3º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Manuel Maçães

Class type and School hours

Teaching Language

Portuguese

Main Aims/Objectives

1.Explain the concept of marketing, strategic marketing, and operational marketing
2.Decide about marketing mix actions coherent with strategy
3.Explain the purpose of marketing plan and identify the four components of the marketing mix.
4.Describe the major activities in the physical distribution process.
5.Identify the important objectives of promotion, discuss the considerations in selecting a promotional mix.
6.Discuss the benefits of a marketing plan.

Specific Aims/Objectives

1.Explain market segmentation and how it used in target marketing.
2.Identify and analyse the different marketing mix variables.
3.Describe the key considerations in the new product development process and explain the importance of branding and packaging.
4.Discuss price strategies
5.Define the promotion and communication strategies that must be used in offering products or services.
6.Present a process for developing a marketing plan.

Skills to be acquired

1.Identify and characterize the main concepts and tools of the product strategy.
2.Identify and characterize the main concepts and tools of the distribution strategy.
3.Identify and characterize the main concepts and tools of the price strategy.
4.Identify and characterize the main concepts and tools of the promoton strategy.
5.Demonstrate how using the main tools of marketing mix through real cases.

Teaching Procedures

In theoretical-pratical classes will be used the exhibition method with presentation of theoretical models, discussion of cases and presentation of papers related to the various themes of the course.
In the tutorial classes will be presented and discussed case studies.
During the semester will be developed extracurricular activities like talks and there will be a visit to a company.

Programme

1. Introduction to Marketing
1.1.The scope of marketing
1.2.The marketing in the organizations
1.3.The functions of marketing
1.4.The evolution of the marketing concept
1.5.The marketing process: strategic marketing and operational marketing
1.6.Steps of marketing process
1.7.Modern system of marketing
2.Strategic Marketing Planning
2.1.Elements of strategic marketing planning
2.2.Planning levels
2.3.The process of strategic marketing planning
2.4.Strategic analysis tools
2.5.Portfolio management analysis
3.Strategic Analysis
3.1.Competitive market analysis and competitive environment
3.1.1.Micromarketing
3.1.2.Macromarketing
3.2.Competitive Analysis
3.3.Market Information and marketing research
4.Information Systems and Marketing Research
4.1.Marketing research
4.2.The marketing research process
4.3.Steps of research process
4.4.Basics of market research
5.Segmentation, Targeting and Psitioning
5.1.Segmentation and marketing strategy
5.2.The objectives of the market segmentation
5.3.Steps of the segmentation process
5.4.Levels of market segmentation
5.5.Segmentation of the B2C and B2B markets
5.6.Targeting
5.6.1.Targeting strategies
5.6.2.Choosing a differentiation and positioning strategy
5.7.Positioning
6.Marketing Mix Strategies
6.1.Joint the marketing mix strategies: product, price, promotion, and place
6.2.Product Strategy
6.2.1.Product concept, value, satisfaction and quality
6.2.2.Levels of product
6.2.3.Product characteristics: branding and pakaging
6.2.4.Positioning strategies
6.2.5.New product development strategy and product life cycle strategies
6.2.6.The importance of design in the product appearance
6.2.7.Brand management and product line decisions
6.3.Pricing Strategy
6.3.1.Price as marketing mix variable
6.3.2.Relationship between pricing and product life cycle strategies
6.3.3.Internal and external factors to consider when setting prices
6.3.4.New product pricing strategies: market-skimming and market-penetration
6.3.5.Buyer reactions price changes
6.3.6.Discount and allowance pricing
6.4.Promotion and Communication Strategy
6.4.1.The need for integrated marketing communications
6.4.2.The communication process
6.4.3.The influence of the buyer decision process in the marketing promotion process
6.4.4.The promotion mix
6.4.5.Developing advertising strategy
6.4.6.Managing merchandising
6.5.Place Strategy
6.5.1.The nature and importance of marketing channels
6.5.2.Identifying the major channel alternatives
6.5.3.Channel management decisions
6.5.4.Marketing logistics and supply chain management
6.5.5.Push and pull place strategies
7.The extended marketing-mix to 7Ps: People, Physical evidence, and process
8.Building a Marketing Plan
8.1.Objectives
8.2.Benefits of building a marketing plan
8.3.The process of building a marketing plan
8.4.Marketing strategy
8.5.Performance plan

Evaluation Type

Students will be subject to evaluation by two writen tests (weighted 3), work group (3/4 students)(weighted 2,5), and participation in the class and extracurricular activities (weighted 1).
The final assessment will be weighted as follow:
. Continous assessment - 60%
. Frequency exame - 40%

Teaching Resources

Class support slides
Support texts and cases
Recommended reading
E-learning
Internet

Sustainability Objectives

Keywords

Operational marketing
Strategic marketing
Segmentation
Positioning
Marketing mix

Main Bibliography

Author KOTLER, P. and KELLER, K.
Title Marketing Management
Edition 15th ed.
Place New Jersey
Editor Pearson Education
Year 2016
Author Cravens, D. e Piercy, N.
Title Strategic Management
Edition 10th ed.
Place New Jersey
Editor McGraw-Hill Irwin
Year 2016
Author KOTLER, P. et al.
Title Marketing 3.0 Do produto e do consumidor até ao es
Edition 1 ed
Place Lisboa
Editor Actual Editora
Year 2011

Complementary Bibliography

Author Lindon, D., Lendrevie, J. Dionísio, P., Rodrigues
Title Mercator XXI: Teoria e Prática do Marketing
Edition 16ª ed.
Place Lisboa
Editor Don Quixote
Year 2015
Author Maçães, M. R.
Title Manual de Gestão Moderna: Teoria e Prática
Edition 3ª Reimpressão
Place Coimbra
Editor Livraria Almedina/Actual
Year 2016