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

Diego Costa Pinto

Teaching language

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

Objectives

This course aims to provide the theory and practice in marketing strategy and to understand the role of marketing on a company’s strategy.

Prerequisites

There are no enrolment requirements.

Subject matter

  • Strategy & Marketing introduction
  • The marketing mix
  • Business Model Generation
  • The context and emergence of strategic thinking
  • Competitive performance and resource-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
  • Consumer Behaviour
  • Consumer decision-making

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. 15th ed. Boston: Pearson, 2015.
  • Solomon, M. et al. Consumer Behaviour: a European perspective, 6th Edition, Prentice Hall, 2016.

Teaching method

Lectures, Workshops, Case Studies, Project-based Learning.

Evaluation method

1st call

  • Project – Part 1 (35%)
  • Project – Part 2 (35%)
  • Final Exam (30%)

 

2nd call

  • Project – Part 1 (35%)
  • Project – Part 2 (35%)
  • Final Exam (30%)

 

Minimum grade of 8.0 (in 20) for the exam

Minimum grade of 5.0 (in 20) for the projects

Courses