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 students to become a strategic marketer, so that they can create, gain support for and execute marketing plans that build sustainable businesses.
By the end of the semester, they 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, their learning will be based on theory derived from scientific studies and illustrated with examples of best practices, 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
Mandatory Precedence:
- 1200. Introduction to the Company
Subject matter
Main concepts in marketing.
1. The marketing plan:
a. Situation analysis:
i) External: Micro and macro environment;
ii) Internal: The company;
iii) Market research (consumer and competitor analysis).
b. Strategy:
i) Segmentation, targeting and positioning.
c. Marketing mix for goods:
i) Product, price, place and promotion.
d. Extended marketing mix for services:
i) People, process and physical evidence.
e. 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.
Resources
Course power point slides and additional material [readings, cases, articles...] will be available in Moodle.
Teaching method
Students attend two theoretical classes with professor per one practical session with Teaching Assistants. Students apply theoretical knowledge in the practical sessions through exercises and application to their final project (workgroup marketing plan). Through a teaching approach that mixes short videos, mini case-studies, class discussions and presentations, it is intended that the student learns the marketing theories and concepts with real-life examples. Classroom participation is expected and required. Students are invited to present and defend their opinion, constructively analyze others opinion and positively participate in a multicultural atmosphere. Besides in-class teaching, the course encourages several forms of independent learning by using team-work, class discussion, gathering of real secondary data in a variety of sources (including the rich library resources) and gathering primary data next to real respondents. In addition to theoretical and practical classes, students have additional contact time with the teaching team (professor and TAs) during pre-established weekly office hours (1,5 hours per week). All students enrolled in the course have access to the Moodle course page which is available anywhere through the internet. It has, before the course starts, all course material from syllabus to classes slides and required readings. It is also used to post announcements and grades and to manage all student submissions of the assignments and the final project. To help students organize their study the Moodle course page is organized by weeks and provides a calendar of activities and respective instructions.
Evaluation method
The final exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.
Practical class contribution - 10% (individual evaluation).
Students class attendance and participation quality will be taken into account, in each practical class.
Final written test - 40%
Covers all topics taught. Minimum grade: 8,5v - Please be aware that if your exam grade is below 8,5v, you fail the Marketing course. If a student fails, he/she must repeat all elements of the evaluation, including Workgroup Marketing Plan and Class Contribution the next time he/she repeats the course.
Final project: Workgroup marketing plan - 50%
Divided as follows: Mid-term Class Presentation (10%), Final written report (20%), Final Class Presentation (20%).
Practical class: Contribution - 10%
Final written test: - 40%
Final project: Workgroup Marketing Plan - 50%
Normal and Re-sit exam periods - The rules for final exams in Marketing are the standard rules for the courses of your undergraduate degree: students who fail the exam in the normal exam period will not be able to retain their continuous assessment grade (workgroup marketing plan, practical class participation). The same for students who fail the regular exam and enrol (within the enrolment period specified on the academic calendar) for re-sit exam: the grade obtained on the re- sit exam weighs 100% and is therefore their final grade.