Publication in the Diário da República: Despacho nº 3393/2016 - 04/03/2016
4 ECTS; 2º Ano, 1º Semestre, 45,0 TP , Cód. 9152315.
Lecturer
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Lead Professor
(2) Teaching Professor
Prerequisites
Not applicable.
Objectives
Discuss and critically reflect on the ethical principles of consumption, the social responsibility of organizations, and the impact of ESG guidelines on the marketing ecosystem;
Analyze and understand the agents, competitive forces, and dynamics of the markets, using diagnostic models such as PESTEL analysis, Porter's Five Forces, and the Value Chain;
Master and apply the main methods of market research and study;
Know and manage the specificities of brand identity, corporate purpose, and brand value, as well as develop portfolio and brand strategies;
Design, structure, and audit an integrated strategic marketing plan, applying portfolio and growth analysis models (BCG and Ansoff Matrices), SMART goals, and control metrics.
Program
I - Fundamentals and Evolution of Marketing
1. Marketing Principles: Historical evolution, key concepts, the marketing ecosystem, and business ethics in the digital age
2. The Marketing Function: The role of marketing in organizational strategy; market orientation vs. product orientation
3. Sustainable Marketing and Social Responsibility
II - Market Intelligence and Behavior
1. Environmental and Actor Analysis: Micro and macro environment (PESTEL analysis and Porter's Five Forces); the Value Chain; 1. Competitive analysis and stakeholder analysis
2. Audit and Market Research: Quantitative and qualitative methodologies
3. Consumer Behavior
III - Customer Strategy and Positioning
1. Market Segmentation: Traditional (demographic, geographic) and advanced (psychographic, behavioral) variables
2. Target Selection: Market coverage strategies and customer profiles
3. Strategic Positioning: Differentiation, value proposition, construction of perceptual positioning maps and repositioning
IV - Strategic Brand Management
1. Brand Identity and Structure
2. Brand Strategies: Brand extension, co-branding and brand portfolio architecture.
V - Strategic Planning, Execution and Control
1. The Strategic Marketing Plan: Strategic diagnosis through the SWOT Matrix; portfolio and growth analysis models (BCG Matrix and Ansoff Matrix).
2. Strategic Formulation: Definition of goals (SMART methodology), generic competitive strategies, and introduction to international marketing strategies.
3. Introduction to the Marketing Mix: Strategic alignment of operational variables with the overall management strategy.
4. Marketing Metrics and Control.
Evaluation Methodology
Continuous Assessment:
- Individual participation in classes 15%;
- Group work 40% (10% group work report and 30% individual discussion of the group work) presentation and discussion, mandatory for all group members;
- Individual final test 45%.
Minimum grade of 8 points in each component.
Students with a final grade equal to or higher than 10 (weighted average) will pass, provided that the minimum grade has been obtained in each of the assessment elements. Otherwise, the final grade will be equal to the lowest grade obtained in the assessment elements.
Attendance equal to or greater than 2/3 of the classes throughout the semester is required for continuous assessment.
Non-continuous assessment:
Written exam (100%).
Bibliography
- Balasubramanian, S. e Armstrong, G. e Kotler, P. (2023). Principles of Marketing Global Edition. UK: Pearson
- Celeste, P. e L., M. (2022). Marketing Performance - 80 métricas de marketing e vendas. Lisboa: Clube do Autor
- Chernev, A. (2018). Strategic Marketing Management. USA: Cerebellum Press
- Dionisio, P. e Outros, . (2024). AI_NovatorMarketing na era da Inteligência Artificial e da Sustentabilidade Gen AI e ESG. : Bertrand Editora
- Dionísio , P. e Outros, . (2018). Mercator 25 anos - O Marketing na Era Digital Teoria e Prática. Lisboa: Publicações Dom Quixote
- Ferreira, J. (2019). Controlo de Gestão em Marketing. Lisboa: Actual
- Maçães, M. (2019). Marketing Estratégico. Lisboa: Actual
Teaching Method
The teaching aims to promote the reading and discussion of case studies, the realization of short and medium term works, as well as the exposition of concepts and the viewing of cases.
Software used in class
Not applicable.
