Marketing
Code
1204
Academic unit
null
Department
null
Credits
7,5
Teacher in charge
Carmen Lages
Teaching language
English
Objectives
The marketing course is focused on helping you become a strategic marketer, so that you can create, gain support for and execute marketing plans that build sustainable businesses. By the end of the semester, you should be able to:
-understand key marketing concepts and frameworks
-use these to diagnose and solve real marketing problems
-understand how to develop and implement a marketing plan
In order to attain these three main objectives, your learning will be based on theory derived from scientific studies and illustrated with examples of best practice, as well as on the application of theoretical knowledge to a real situation through a workgroup final project ? a marketing plan developed for a real organization.
Prerequisites
Compulsory pre-requisites:
- 1200. 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
MAIN BOOK:
Kotler, P. T. & Keller, K. L. (2012), Marketing Management (14th Edition), Upper Saddle River, NJ: Prentice Hall.
FOR MARKETING PLAN:
Wood, M. B. (2012), The Marketing Plan Handbook (5th Edition), Upper Saddle River, NJ: Prentice Hall.
FOR MARKET RESEARCH:
Malhotra, N. K. (2012), Basic Marketing Research (4th Edition). Upper Saddle River, NJ: Prentice Hall.
Teaching method
The course will include lectures [provided by the teacher] and practical classes [carried out by the TA?s]. Some sessions will count with the presence of guest speakers from the business world, who will present topics related to marketing and discuss practical issues with students.
Thus, the following teaching-learning methodologies will be used:
Expository - Presentation of theoretical frameworks.
Participative - illustration, analysis and resolution of application exercises.
Active - Realization of individual and group [Marketing Plan].
Self-study - related independent work of students, which will help them to integrate and consolidate their knowledge.
All these teaching methods will enable students to achieve the desired learning objectives.
Evaluation method
Final Written Test ? 40% (Minimum grade: 8,5v)
Final Project: Workgroup Marketing Plan ? 50%:
- Midterm Marketing Plan Presentation- 10%
- Marketing Plan Report- 20%
- Marketing Plan Final Presentation- 20%
Practical Class Contribution ? 10%