Marketing
Code
1204
Academic unit
null
Department
null
Credits
7,5
Teacher in charge
Carmen Lages
Teaching language
English
Objectives
The marketing course covers the main principles, concepts and steps behind the development of a marketing plan, tackles a wide range of business problems, explores in detail the tools of a marketing plan, outlining the way in which an organization can deal with different types of customers across different types of markets in order to balance short and long-term performance in both domestic and international operations.
Prerequisites
Mandatory Precedence:
- 1200. Introduction to the Company
Subject matter
I. Main Marketing Concepts
II. The Marketing Plan
III.Situation analysis
IV. External: Micro and Macro Environment
V. Internal: The Company
VI. Strategy
VII. Targeting
VIII.Bleaching
IX. Positioning
X. Marketing Mix for Goods
XI. Product, Price, Location and Promotion
XII. Extended Marketing Mix for Services
XIII. People, Processes and Physical Evidence
XIV. 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%