Specialized Marketing
Code
722011100
Academic unit
Faculdade de Ciências Sociais e Humanas
Department
Ciências da Comunicação
Credits
10
Teacher in charge
Ana Margarida Barreto
Weekly hours
3 letivas + 1 tutorial
Teaching language
Portuguese
Objectives
By the end of the seminar, the student must be able to:
1. Develop technical descriptive skills to study different markets;
2. Analyse the explicative variables of each market, namely market service, industrial markets, international market, political market, information services market, cultural market and the consequent companies, government and ONG’s buyer behaviour.
3. Develop, explain and work with market segmentation methods, positioning and differentiation.
4. Develop and implement marketing mix strategies.
5. Develop marketing product life cycle strategies
6. Develop a marketing strategic plan.
7. Develop communication and publicity strategies.
Prerequisites
None.
Subject matter
Market analysis and its players;
From company strategy to marketing strategy;
Developing a marketing strategy;
The marketing plan;
Market research systems;
Identifying market segments and selecting targets markets;
International marketing;
Marketing services;
Political marketing;
Information systems marketing;
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.