Publication in the Diário da República: Despacho n.º 4406/2017 - 22/05/2017
5 ECTS; 1º Ano, 1º Semestre, 30,0 TP , Cód. 92956.
Lecturer
- Oliva Maria Dourado Martins (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Degree
Objectives
1. A theoretical-practical perspective of Marketing with focus on case study.
2. An approach to marketing mix management with focus on the critical role of brand as an instrument of greater aggregation of value to supply in heavily competitive markets.
3. Understanding the brand management process and its impact on value added to products, services and organizations.
4. Specific skills on planning tools and marketing strategy in the digital age.
5. Critical appraisal skills of marketing communication concepts in an integrated perspective with the other elements of the marketing mix.
6. Understanding the role of brand on innovation to co-create value.
7. Understanding the dynamics of country of origin effects and an organizational reputation management and their impact on formation and aggregation value in contemporary economies
8. Understanding all these concepts and their impact on the competitiveness of organizations and nations in the global economy
Program
1) The Marketing area and its evolution
2) The Strategy area and its evolution
3) Marketing Strategy applied to Digital Marketing
4) The Marketing Plan and planning Digital Marketing
5) SWOT analysis in the digital age
6) Positioning, target and segmentation of marketing plan
7) Innovation in Marketing
Evaluation Methodology
The student can be assessed by activities, work or test, which integrate theoretical and practical components.
Continuous assessment: reading, summary and presentation in the context of class of scientific articles on the areas of planning and innovation in Marketing.
The papers are discussed, and this discussion is part of the continuous assessment.
The student must be present at the evaluation moments, and be part of the discussions.
Bibliography
- Calder, B. e Tybout, A. (2013). Marketing . Brasil: Saraiva
- Dionísio, P. e Lévy, J. e Rodrigues, J. e Lendrevie, J. (2015). Mercator da Língua Portuguesa Teoria e prática do marketing. Lisboa, Portugal: Dom Quixote
- Pinto e Castro, J. (2002). Comunicação de Marketing. Lisboa: Sílabo
- Tomiya, E. (2013). Gestão do Valor da Marca. Rio de Janeiro, Brasil: Editora Senac
Teaching Method
Lecturing method supported by case study analysis to consolidate the topics discussed in class. Analysis and summary of research papers. Ongoing assessment. An assignment or test (theoretical and/or practical).
Software used in class
Not applicable.
