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

MARKETING - 2017/2018

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

Teachers

Leading Teacher: Prof. Doutora Isabel Cantista
Assistant Professor: Prof. Doutora Isabel Cantista

Class type and School hours

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

In the course of marketing students may achieve a deep knowledge on research market and all the phases and components of a marketing plan.

Specific Aims/Objectives

At the end of the course unit the learner is expected to be able to understand and design a strategy of marketing and a marketing plan.

Skills to be acquired

Students should acquire the following skills: knowledge of marketing concepts related with market research and the marketing plan and abilities of analysis and decision-making processes.

Teaching Procedures

The classes of marketing will comprehend the explanation of theoretical concepts and the analysis and discussion of case studies.

Programme

I – The concept of marketing

II – Understanding the market
The different types of market analysis.
The dimension, structure and evolution of a market.
The factors influencing the market evolution: in the short, medium and long-term.

III – Strategic marketing: options in segmentation, positioning and branding.

IV - Segmentation: criteria. The volume and the value of the market.

V - Positioning. "Mindmapping" and positioning. Defining the positioning of the company and the product. "Mapping" as an instrument for validating positioning decisions.

VI – Branding. The psychological and physical identity of the brand. The processes of creation and management of the brand: investment and payback.

VII - The marketing-mix and the operations of the marketing plan.

VIII– The product
The importance and nature of the product in marketing.
The product policies.
Innovation: launching new products. From Ansoff to Kim & Clark.

IX – Price
Government, companies and prices.
Pricing as a strategic variable of the marketing-mix.
The definition of price: costs, value-based and competition.
Pricing and the launching of new products.

X – Distribution: the concept.
The traditional channels of distribution.
The modern channels of distribution.
The contemporary channels of distribution.
Marketing policies for producers and buyers.
Distribution in Portugal.

XI – Global communication
The nature and importance of communication in the marketing plan.
The strategy and the "mix" of communication. Investments and payback.

XII – Strategy and the marketing plan
From business strategy to marketing strategy..
How to develop a marketing plan in accordance with the strategic options defined.
Planning and control.

XIII - The marketing audit: to assess and to overcome difficulties.

Evaluation Type

The assessment is based on two written tests and the participation in class, namely contribution to case studies analysis and comments on decisions to be made.

Teaching Resources

Books, Multimedia material on case studies, Powerpoint presentations, Internet, University library

Sustainability Objectives

Keywords

Market research
Branding
Marketing strategy
Marketing Plan

Main Bibliography

Complementary Bibliography