Universidade Nova de Lisboa

Universidade Nova de Lisboa

NOVA Information Management School

Marketing Strategy and Consumer Behaviour

Code

200048

Academic unit

NOVA Information Management School

Credits

7.5

Teacher in charge

Weekly hours

2.0

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Objectives

This course aims to provide an introduction to the theory and practice of business & marketing strategy and consumer behaviour.

Prerequisites

Non applicable.

Subject matter

- Strategy & Marketing introduction
- The marketing mix and
- Business Model Generation
- The context and emergence of strategic thinking
- Competitive performance and resorce-based view of strategy
- Strategy as process and practice 
- Marketing as a strategic force
- The marketing plan
- Creating customer value and satisfaction
- Setting product strategy
- Developing pricing strategies and programs
- Marketing channels and value networks
- Managing marketing communications
- How Consumers see the world and Themselves
- Consumers as decision-makers

Bibliography

Osterwalder, Alexander & Pigneur, Yves. Business model generation: a handbook for visionaries, game changers, and challengers. New Jersey: John Wiley & Sons, 2010.
Clegg, Stewart et al. Strategy: theory and practice. London: Sage, 2011.
Kotler, Philip & Keller, Kevin Lane. Marketing management. 12th ed. Boston: Pearson, 2006.
Solomon, M. et al. Consumer Behaviour: a European perspective, 4th Edition, Prentice Hall, 2010.

Teaching method

Interactive lectures and students’ seminars.

Evaluation method

Individual assignment  35% 
Group assignment  35%
Exam   30%

Courses