Marketing
Code
1204-761
Academic unit
null
Department
null
Credits
7,5
Teacher in charge
Carmen Lages
Teaching language
English
Objectives
A. Knowledge and Understanding
The role of marketing in an organization.
Key concepts and tools needed for market orientation.
Creative implementation as a function of a well defined strategy.
B. Subject-Specific Skills
Analyze marketing problems and devise solutions and recommendations.
Selectively analyze multiple sources of data for informed decision making.
Identify the marketing strategy driving the marketing plan.
Discuss the advantages of an international market presence.
C. General Skills
Analytical skills. Evaluate (complex and excessive) information effectively.
Presentation and communication skills. Present and defend decisions. Critically analyze and constructively discuss the decisions of other.
Teamwork skills. Plan and execute work as part of a multicultural team.
Prerequisites
Principles of Management
Subject matter
Main Concepts in Marketing
The Marketing plan
Situation Analysis
External: Micro and Macro Environment
Internal: The Company
Strategy
Segmentation
Targeting
Positioning
Marketing Mix for Goods
Product, Price, Place & Promotion
Extended Marketing Mix for Services
People, Process & Physical Evidence
Implementation and Control
Bibliography
Kotler, P. & Keller, K. L. (2012), Marketing Management (14th Edition) Upper Saddle River, NJ: Prentice Hall.
Wood, M. B. (2011), The Marketing Plan Handbook (4rd Edition), Upper Saddle River, NJ: Prentice Hall.
Support texts defined by the professor will be made available along the semester.
Teaching method
Through a teaching approach that mixes short videos, case-studies, class discussions and presentations, you will learn the marketing theories and concepts with real-life examples. This will help you to develop strategic thinking and management skills for planning and conducting activities in dynamic and global markets. More specifically, this course includes case studies that illustrate the complexities of real-time marketing management and invite students to apply their ideas in practical problem solving. The course uses short videos to present cases and to describe the market context background in which marketing strategies are developed.
Classroom participation is expected and required. You should present and defend your opinion, constructively analyze other?s opinion and positively participate in a multicultural atmosphere.
Evaluation method
Final project: 40% (divided by:)
Mid-semester presentation: 5%
Final written report: 15%
Final presentation: 20%
Exercises: 10%
From both practical and theoretical classes.
Final written test: 50%
Covers all topics taught.