Marketing
Code
1204
Academic unit
Faculdade de Economia
Department
Área de Ensino
Credits
7.5
Teaching language
Português
Objectives
The course presents the main aspects of marketing. Special relevance is given to the different steps in the design of a marketing plan, such as SWOT analysis, mission and objectives, the strategic triangle (segmentation, positioning and targeting), the marketing-mix (product, promotion, pricing and distribution), implementation and control. This course also helps students to understand the importance of the marketing research methodology and how to apply it to the business world.
Prerequisites
Subject matter
1 - The role of marketing and targeting 2 - Development of marketing strategies 3 - Marketing-mix 4 - Development of the marketing plan 5 - Implementation and evaluation of marketing strategies.
Bibliography
The material for the course is available in the syllabus in two levels: Recommended readings and additional readings
(for those students who would like extra input)
Most used textbooks will include:
-Philip Kotler, Kevin Lane Keller (2006), Marketing Management, 12th ed., Pearson Prentice Hall, Upper saddle River
New Jersey
- Donald R. Lehman, Russel S Winer, (2005), Product Management, 4 th. Ed., McGraw Hill International
Teaching method
TEACHING AND LEARNING METHODS The course will be a mix of theory, cases and discussions. Although theoretical development is made a hands-on approach to the subject will be used with many examples and material from the field. Student involvement is expected in class discussions and case recommendations and should be accompanied by thorough preparation of cases and readings that are available via the syllabus that can be accessed on line. For the cases the discussion questions will also be available. The syllabus includes the presentation for the class together with the recommended and additional readings. The course allows students with a special interest in Marketing to further exploit concepts. During the semester students will be required to prepare, in teams, a Marketing Plan, that will be presented in the last weeks of the semester. Several of the cases will require an individual case write-up to be delivered before the class starts. The cases involved will be referenced in the syllabus.
Evaluation method
40% Marketing plan (group & individual evaluation)
40 % Final exam
20% Class discussion
10 % individual case write ups:maximum of 3 pages with your summarized answers to case questions
10 % individual class discussion
The marketing plan should be completed during the semester. Groups will have to submit the plan until the last
session of the semester. Presentations will involve every element of the team and will last 45 min, including 30 min for
presentation and 15 min for questions. The group will have to submit a Plan and the Power Point presentation that
supports it on a date to be announced.