Marketing Especializado (not translated)
Code
722011100
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Luís Andrade
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
After concluding the unit, the students will be able to:
1.Understand what characterizes a good strategy and especially the distinction between strategy and tactics
2.Analyse in depth the marketing environment surrounding a firm and its dynamics
3.Define broad strategic objectives
4.Formulate strategic alternatives based on the understanding of the main constranging factors
5.Evaluate pros and cons of alternative strategies and select the most appropriate one
6.Think strategically.
Prerequisites
None.
Subject matter
Concept of strategy
Definition of business, value and competitive advantage
Marketing environment
Industry analysis
Analysis of market, customer and competition
Diagnostics
Formulation of marketing strategies: segmentation, market selection and positioning
Strategy evaluation and selection
Outlining a coherent marketing mix
Bibliography
Essencial
Philip Kotler, Marketing Management, 12th ed, Prentice-Hall (Caps 3, 5, 7, 8, 9 e 10)
Complementar
Harry Mintzberg, Bruce Ahlstrand & Joseph Lampel, Strategy Bites Back, FT Prentice-Hall, 2005
João P. Castro, Marketing Ombro a Ombro, Leya, 2011
Teaching method
Presentation of relevant concepts and models complement with class discussion of business cases and selected exercises.
Evaluation method
The evaluation is an individual written assignment in which the student analyses the process of elaboration of the marketing strategy of a firm, institution or brand of his choice.