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

AUDITORIA EM MARKETING - 2018/2019

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

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

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

This course aims to convey the concepts and goals of a marketing audit, covering the external and internal analysis of the company and the brand.

Specific Aims/Objectives

1. Promote knowledge on the evaluation of marketing strategy properly integrated in a market sector and a competitive environment.
2. Provide students with specific knowledge and techniques about audit of the marketing activity.

Skills to be acquired

1. Analyze, in the context of a marketing strategy, the brand and its market context: competition, economic and social framework;
2. Analyze the strategies and marketing policies of the company and the brand.
3. Develop skills of analysis, synthesis and critical judgment on the marketing situation.

Teaching Procedures

The classes will consist of theoretical and practical exposure of concepts related to Marketing based in the bibliography of the course. The tutorial sessions will consist of tutorial guidance in the application of content taught in theoretical classes through practical exercises and respective monitoring by the teacher.

Programme

1. The marketing audit: concept and objectives
1.1. Concept of marketing audit
1.2 Context of the audit in the marketing plan
1.3 Main phases of marketing audit

2. Internal audit
2.1. Analysis of information and planning systems
2.2 Analysis of marketing strategic options
2.3 Analysis of marketing management variables

3. The audit of the competitive environment
3.1 The economic and social environment of the company and brand
3.2 The brand and its competitors: market analysis
3.3 Analysis of consumption: evolution and trends

4. Diagnosis and recommendations
4.1 Diagnosis of internal and external components
4.2 Recommendations for marketing management
4.3 Models of future strategy

Evaluation Type

The evaluation will be made on a continuous basis by performing a set of elements:
- Attendance and participation in class;
- 2 written exams
- 1 practical Work developed in group

Teaching Resources

Two teaching resources will be used:
- The presentations done and delivered by the teacher
- The bibliography recommended by the teacher.

Sustainability Objectives

Keywords

Marketing audit
Marketing strategy
Market environment

Main Bibliography

Complementary Bibliography