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
- Maria de Fátima Rodrigues Pedro (1)(2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable
Objectives
1. Understand the importance of planning and innovation in highly competitive markets. (Section 2 of the Syllabus)
2. Understand and develop marketing strategies that add value to offer in competitive markets.
3. Understanding the management of the marketing mix with a focus on the critical role of brands as a means of adding greater value to offer in highly competitive markets.
4. Students should learn to relate conceptual frameworks of Marketing to real organizational situations.
5. Understanding the process of brand management and its impact on adding value to products, services and organizations as a way of attracting and retaining customers.
Program
I - Principles of value creation
1-Marketing and shareholder value
2-The marketing value driver
3-Innovation
II - Developing high-value strategies
1-Strategic position assessment
2-Value-based marketing strategy
III Marketing mix management
1-Building brands
2-Pricing value
3-Value-based communications
4-Segmentation
5-Value-based marketing in digital
Evaluation Methodology
Continuous assessment: individual written test (50%) with minimum mark of 8/20 and a group assignment with presentation and discussion (50%). Minimum pass mark:10/20.
Exam-based assessment: Individual test (100%).
Bibliography
- Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. UK: Wiley and Sons
- Lendrevie, J. e Rodrigues, J. e Lévy, J. e Dionísio, P. (2018). Mercator 25 anos - O Marketing na Era Digital. Lisboa, Portugal: Dom Quixote
- Pinto e Castro, J. (2007). Comunicação de Marketing. Lisboa: Sílabo
- Trott, P. (2017). Innovation Management and New Product Development. UK: Pearson
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.
