Marketing

Code:

2MK01

Acronym:

MARK

Keywords
Classification	Keyword
CNAEF	Marketing and Publicity

Instance: 2023/2024 - 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	31	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese
Obs.: Português

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. Marketing and value creation
3. Key challenges
  3.1 Digital transformation
  3.2 Globalisation of markets
4. Developing marketing strategy 

  4.1 Segmentation and targeting 

  4.2 Positioning
   4.3 Brand management 

5. Managing marketing mix 

  5.1 Product and Service

  5.2 Communication

  5.3 Distribution 

  5.4 Price and Value
 6. Marketing plan
   6.1 Marketing Plan Process
   6.2 Marketing Plan Structure
7. Marketing for specific contexts
   7.1 City branding
   7.2 Marketing for start-ups
   7.3 Personal marketing
8. Deadly marketing sins

Mandatory literature

Kotler, P. e Keller, K. ; Marketing Management, 14th Edition
Kotler, Philip; Kartajaya, H.; Setiawan, I.; Marketing 4.0: Moving from Traditional to Digital, Wiley

Complementary Bibliography

Dionísio, P; Baynast, A.; Lendrevie, J.; Lévy, J.; Rodrigues, J.V:; Mercator 25 anos: O Marketing na era digital, Dom Quixote, 2018
Kim, W.C,; Mauborgne, R.; Blue Ocean Strategy, Harvard Business Review Press, 2018

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 indispensable 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, methodologies, and techniques, as well as case analysis.  

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

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

 

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Trabalho prático ou de projeto	70,00
Trabalho escrito	30,00
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 at extraordinary season

 1. Distributed Evaluation

 The final grade is calculated on the basis of:

 

                 

                         . Teamwork                           70%

                         . Individual work                                  30%

2. Final Exam

Students that may not get approved through distributed evaluation, may attend to a final exam at extraordinary season. 

Observations

BIBLIOGRAPHY

1. Essential 

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

Kotler, P.; Kartajaya, H.; Setiawan, I. (2021), Marketing 5.0: Technology for Humanity, Wiley.

2. Complimentary 

Chernev, A. (2019), Strategic Marketing Management: The Framework, Tenth Edition, Cerebellum Press. 

Dionísio, P.; Baynast, A.; Lendrevie, J; Lévy, J. (2018), Mercator 25 anos: O Marketing na Era Digital, 17ª ed., Lisboa: Publicações Dom Quixote.