Universidade Nova de Lisboa

Universidade Nova de Lisboa

Nova School of Business and Economics

Advanced Marketing

Code

2430

Credits

3,5

Teacher in charge

Jorge Velosa

Teaching language

English

Objectives

This course, aimed at students who have already studied marketing, discusses advanced marketing topics in five major chapters, and develops capabilities of taking complex marketing decisions in a fast moving environment. We aim to add a broader perspective of the field and give it traction via an applied practical approach to marketing. The course will allow the build-up of some more advanced knowledge areas inside the field, going deeper into the topics, while at the same time applying the overall marketing concepts and discussing them. We expect you to increase your capabilities in addressing and solving any marketing problem.

Prerequisites

N/A

Subject matter

We will use a marketing simulator and a pricing simulation that will allow you to put into practice many of the concepts. The course will cover the following major topics:

  • I. Revisiting Marketing - Is Marketing the same everywhere?

  • II. Creating Value in B2B - Are we in the same game as in B2C?

  • III. Managing the Offering: Brands and Services Marketing - Are services the new core offering?

  • IV. Digital Marketing - Is Marketing Social now?

  • V. Pricing and Capturing Value - Is market share leadership profitable?

    • Bibliography

    RESOURCES.

    The material for the course is available in the syllabus in two levels: Recommended readings and additional readings (for those students who would like extra input).

    We will not follow a specific textbook although most used references are (as specified in the detailed syllabus):

    - Philip Kotler, Kevin Lane Keller (2016), Marketing Management, Global 15th ed., Pearson Prentice Hall, Upper saddle River New Jersey

    - Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen (2012), Marketing Management 2nd European edition, Pearson Education Limited, England

    - Niraj Dawar (2013), Tilt-Shifting your strategy from products to customers, Harvard Business Review Press

    - Dawn Iacobucci, editor (2010), Kellogg on Marketing, 2nd Ed. New York, John Wiley & Sons

    - Michael D. Hutt, Thomas W. Speh (2013), Business Marketing Management, 11th ed. South-Western Cengage Learning

    - James C. Anderson, James A. Narus, Das Narayandas (2009), Business Market Management, Understanding, Creating and Delivering Value, 3rd edition, Pearson Prentice Hall

    - Kevin Lane Keller, Tony Aperia, Mats Georgson (2012), Strategic Brand Management: A European Perspective, 2rd edition, Pearson Education England

    - Christopher Lovelock, Jochen Wirtz (2016), Services Marketing, People Technology and Strategy, 8th Edition, World Scientific Publishing Co. Inc

    - Thomas T. Nagle, John E. Hogan (2011), The Strategy and Tactics of Pricing, 5th Ed, Pearson Prentice Hall

    Teaching method

    This is a very practical course based on the use of a simulator, real life cases and the business experience of the instructor. The students will learn by understanding the limitations of marketing tools and as a consequence will be able to apply them to solve real problems. The idea is to replicate real life situations and, specifically in the second block, practicing real life situations through role playing.

    Evaluation method

  • 30% Marketing coursework (group) - with several components: The Marketing Content of the report and presentation (40%), the Quality of your answers and questions during the coursework presentations (20% for your answers and 10% for your questions).A first part of the grade (5% of grade) will be the above-mentioned memo (identifying the project, the major steps necessary to complete it and a tentative timeline); There is also a peer evaluation component (20% of grade) and Presentation and Report Quality (5%).

  • 15% Assignment (individual) - report to develop during the term

  • 15% Simulator reports (group) - Marketing Simulator and Pricing Simulator (10% Marketing Simulator, 5% pricing simulator)

  • 20% Quiz (individual)

  • 20% Class participation (individual) - we will select students to discuss cases during several sessions. Unjustified absence to any case discussion will mean a zero grade for that class´s participation.

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