Cursos / 2º Ciclo / Faculty of Economy and Business Management :: Management

MARKETING - 2023/2024

1º curricular year
Semestralidade: 1st semester
ECTS: 7.5

Teachers

Leading Teacher: Prof. Doutor Manuel Maçães
Assistant Professor: Prof. Doutor Manuel Maçães

Class type and School hours

Teórico-prática : 1 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

By the end of the course, students should have acquired the knowledge and skills to be able to:
1. Recognize the role of marketing in companies.
2. Identify the dimensions of internal marketing.
3. Develop internal communication in a company
4. Build strategic marketing in a context of change and innovation.

Specific Aims/Objectives

By the end of the course unit, the learner is expected to be able to:
1. Know how to distinguish the strategic level of marketing from the tactical level.
2. Master the strategic marketing planning process.
3. Know how to analyze the market, the competitive environment, and the competition.
4. Master the tools and methodologies of market segmentation.
5. Know how to develop supply planning

Skills to be acquired

1. Diagnose the market and company situation.
2. Handle the concepts and tools necessary for the formulation of a marketing strategy.
3. Define innovative marketing strategies.
4. Elaborate an innovative marketing plan.
5. Define marketing mix management policies.

Teaching Procedures

The teaching methodology will comprise the expository method, through theoretical-practical classes, using the respective program contents and the demonstrative method, through the realization of application exercises and the discussion of case studies.
Research and learning are also encouraged, either through case studies, individual work, or group work.

Programme

1. Marketing fundamentals
1.1 The concept of marketing and its importance for organizations
1.2 The marketing process
1.3 Market-oriented organizations
1.4 Market research and market segmentation
1.5 Marketing mix
2. Strategic Analysis and the Business Environment
2.1 Potential market, market demand, and market share
2.2 Analysis of market needs and trends
2.3 Analysis of the competitive environment and sources of competitive advantage
2.4 Internal analysis and value creation
3. Marketing Strategies in Contemporary Markets
3.1. Portfolio analysis and strategic marketing planning
3.2 Relationship marketing and customer loyalty
3.3 Marketing Strategies
3.3.1 Strategies in Existing Markets
3.3.2 Strategies in New Markets
4. Marketing mix strategies
4.1 Product innovation, co-creation, brand management, and product line strategies
4.2 Price Management Strategies
4.3 Marketing channels and competitive advantage
4.4 Marketing communications and social media channels
4.5 Service Marketing Strategies
4.6 Marketing mix for special situations
5. Customer relationship management strategies
5.1 Customer satisfaction, loyalty, and profitability
5.2 Customer relationship management (CRM) and shared value
5.3 Trust and Sustainability
5.4 Diversity, equity, and inclusion (DEI)
6. Digital Marketing Strategies
6.1 History and current state of digital marketing
6.2 Analysis of the digitalized business environment
6.3 Changes in consumer behavior and trends
6.4 Digital marketing strategy and social networks
6.5 Digital marketing in practice in the B2C and B2B markets
7. Future trends, emerging technologies, and data analysis
7.1. A vision of business intelligence
7.2. Fundamentals of Big Data analysis
7.3 Descriptive, predictive, and prescriptive data analysis
7.4 Internet of Things (IoT) and implications for marketing
7.5 Big data analytics and artificial intelligence
7.6 Automation and advanced robotics
7.7 Virtual reality (VR) and augmented reality (AR)
8. Implementation Strategy, Performance and Marketing Metrics (KPIs) 8.1.
8.1 Strategy implementation using the MRACE Model
8.2 Financial performance metrics
8.3 Customer satisfaction and profitability metrics
8.4 Marketing, brand and sales metrics
8.5 Marketing ethics and social responsibility metrics
9. Case Studies in Different Domainsg Strategies

Evaluation Type

Continuous assessment will consist of 2 written tests (weight 3), and group work (weight 2.5), on new trends in marketing, participation in classes, and extracurricular activities.
In addition to these two elements, individual research work, participation in the resolution of practical cases, and topics under discussion in class will be evaluated.

Teaching Resources

Supporting slides
Recommended bibliography
Case studies
Multimedia projector

Sustainability Objectives

Keywords

Main Bibliography

Complementary Bibliography