Marketing

Code:

2MK01

Acronym:

MARK

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2019/2020 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Marketing

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MARKT	35	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

This course unit aims to provide the basic conceptual marketing context. It also aims to endow students with skills to make decisions of the main marketing variables, as elements of the global process of organisation management.

 

Learning outcomes and competences

1. Demonstrate the ability to thoroughly and creatively analyze information using marketing frameworks to make decisive recommendations for action in a given marketing situation.
2. Accurately identify marketing problems, create strategic solutions, and recommend effective tactical plans that demonstrate knowledge of integrated marketing concepts. 

3. Show awareness and sensitivity for the global nature of marketing and markets, by considering diverse points of view, and adapting to unique market requirements.´

  

NCSEE Skills: L1 - L57 e M10, M11 e M12. 

 

Working method

Presencial

Program

 

1. Marketing in organisations 

2. Key challenges
  2.1 Digital transformation
  2.2 Globalisation of markets

3. Developing marketing strategy 

  3.1 Segmentation and targeting 

  3.2 Positioning and brand management 
 

4. Managing marketing mix 

  4.1 Product and Service

  4.2 Communication

  4.3 Distribution 

  4.4 Price and Value
 

5. Marketing plan

          6. Marketing for specific contexts
             6.1 City branding
             6.2 Marketing for start-ups
             6.3 Personal marketing

           7. The brave new world of marketing

Mandatory literature

Kotler, P. e Keller, K. ; Marketing Management, 14th Edition

Teaching methods and learning activities

 

This course unit is based on an active learning methodology, being thus focused on practical aspects and on the transmission of indispensible knowledge in order to develop a solid theoretical base, which enables students to apply marketing techniques and tools to real situations. Hence, the methods applied, which aim to combine the awareness of reality with students’ participation and creativity, are chiefly based on the presentation of concepts and techniques with the support of audiovisual equipment, as well as case discussions.  

Presentations
Presentation and discussion of concepts, methodologies and techniques using audiovisual equipment.

Case Studies
Analysis and discussion of real situations which enable, not only the exchange of experiences, but also the practice of decision making in group.

 

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	30,00
Participação presencial	10,00
Trabalho prático ou de projeto	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Frequência das aulas	36,00
Trabalho escrito	20,00
Total:	56,00

Eligibility for exams

Based on presence.

Calculation formula of final grade

 

Students have two options:

 

 

 

- Distributed evaluation

 

or

 

- Final exam

 

 

 

 

 

1. Distributed Evaluation

 

 

 

The final grade is calculated on the basis of:

 

 

 

                        . Class participation               10%

 

                        . Team work                           60%

 

                        . Exam                                   30%

 

 

 

 

 

2. Final Exam

 

 

 

In this case the final grade is based on the grade of the final exam.

 

Observations

BIBLIOGRAPHY

1. Essential 

Kotler, P. e Keller, K. (2015), Marketing Management, 15^th Edition, Pearson Education, Upper Saddle River, NJ.

2. Complimentary 

Baker, M. e Saren, M. (eds.) (2010), Marketing Theory: A Student Text, SAGE Publications, London.

Kim, W. C. e Mauborgne, R. (2015), Blue Ocean Strategy, expanded edition, Harvard Business Review Press, Boston, MA.

Tybout, A. e Calder, B. (ed.) (2010), Kellogg on Marketing, 2^nd ed., John Wiley & Sons, New York, NY.