Publication in the Diário da República: Despacho n.º 11340/2012
5 ECTS; 2º Ano, 1º Semestre, 15,0 PL + 30,0 TP + 2,50 OT , Cód. 9054404.
Lecturer
- Joana Conceição dos Santos (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
Students should
. acquire skills of strategic analysis and reflection in marketing planning and management;
. be able to interpret and implement a marketing strategy
. be able to articulate strategic guidelines
Program
1. Introduction and concepts
2. Marketing strategic planning
3. Diagnosis models
4. Selection among options
5. Implementation of a marketing strategy
6. Evaluation and control
Evaluation Methodology
One written assignment (40% of final grade) and one test (60% of final grade)
Bibliography
- Carvalho, Filipe, JC, J. (2006). Manual de Estratégia. Lisboa: Sílabo
- Lambin, J. (2000). Marketing Estratégico. Lisboa: McGraw-Hill Portugal
- Lindon, E. (2008). Mercator XXI Teoria e Prática do Marketing. Lisboa: D. Quixote
Teaching Method
Theoretical and practical classes.
Software used in class
