Marketing II

Code:

LGE311

Acronym:

MARKII

Keywords
Classification	Keyword
OFICIAL	Business Sciences

Instance: 2004/2005 - 2S

Active?	Yes
Responsible unit:	Department of Management
Course/CS Responsible:	Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
GES	338	Official Curricular Structure since 2004	3	2		-

Objectives

Based on the theoretical tools obtained in Marketing I, Marketing II further some of the previous themes (brand nd distributionand enlarges the debate to specific areas of mangement (Marketing B2B, Non-profit organizations and Internet.
Students should:
- understand the theoretical tools presented in class;
- develop and use analytical competencies regarding the concepts and their application in management situations.
- be able to develop marketing stratgies that are adequate to specific management arenas.

Program

I – Distribution
1. What is distribution?
2. Distribution strategy
3. Managing and evaluating distribution channels

II – Brand
1. What is a brand?
2. Brand value
3. Brand positioning
4. Brand and the market-mix strategies

III – B2B Marketing
1. The traditional perspective
2. The relationship and network perspective

IV – Non-profit Marketing
1. Specificities of Social Marketing and Non-profit organizations
2. Markets

V – Internet Marketing

Main Bibliography

Keller, Kevin Lane (2003), Building, Measuring, and Managing brand Equity, Prentice-Hall.

Hankinson, Graham (2000), Brand Management, in The Oxford Textbook of Marketing, Keith Blois (Ed.), pp 481-499.

Pelton, Lou E. et al. (2002) Marketing Channels: a relationship marketing approach, McGraw-Hill.

Stern, Louis W et al. (1996), Marketing Channels, Prentice-Hall.

Ford, David et al. (1998), Managing Business Relationships, John Wiley & Sons.

Rangan, V. Kasturi, Benson P. Shapiro, Rowland T. Moriarty Jr. (1995), Business Marketing Strategy: Concepts and Applications Irwin.

Brito, Carlos Melo e Lencastre, Paulo de (2000), Os Horizontes do Marketing, Editorial Verbo.

Kotler, Philip (1996), Strategic Marketing for Nonprofit Organizations; Prentice-Hall.

Teaching methods and learning activities

- Theoretical/experimental classes.
- Case studies illustrating actual corporate problems. Prior to the case studies’s presentation and discussion, students are expected to analyse them thoroughly.
- Other educational tools (texts, articles, etc.) framing and systematizing the various course sections.

Evaluation Type