Marketing Management

Code:

LGE511

Acronym:

MARK M

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
ECO	13	Official Curricular Structure since 2004	4	3	6	-
GES	5	Official Curricular Structure since 2004	4	3	6	-

Objectives

- Enhance student’s ability to understand the complex market setting by applying the marketing analysis tools;
- Learn to reason critically about organizations strategies and marketing environment context;

Program

I Introduction
1- Nature of the marketing discipline: epistemological roots
2- Marketing orientations – practice, source of knowledge and ethical considerations
3- Role of marketing management: concepts and evolution

II Marketing setting
1- Marketing environment analysis
2- Consumer Psychology: consumer behaviour models, characteristics affecting consumer response to marketing stimuli, consumer typologies and buying decision process

III Marketing Strategies Development
1- Market under the marketing perspective
2- Market segmention concept and targeting
3- Positioning
4- Competitive strategies

IV Marketing-Mix: Product
1- Nature of product, product management and life cycle
2- Branding
3- Product portfolio management and new product development

VI Marketing-Mix: Price
1- Meaning of price in Marketing
2- Pricing strategies
3- Price dynamic and market behaviour

VII Marketing-Mix: Place
1- Consumer spatial and aspatial relationship: retailing
2- Nature of distribution channels
3- Logistics and channel management decisions

VIII Marketing-Mix: Communication
1- Integrated Marketing communications: processes
2- Steps in developing effective communications
3- Communication-mix analysis: advertising, public relations, sales force and sales promotion
4- Online Marketing

Main Bibliography

Kotler, G. Armstrong, J. Saunders, e V. Wong (2001), Principles of Marketing – 3rd edition, Financial Times/Prentice-Hall Inc.

Complementary Bibliography

Malhotra, Naresh K. (2003). Marketing Research: An Applied Orientation with SPSS, Fourth Edition. Publisher: Prentice Hall.

Teaching methods and learning activities

- Theoretical and applied sessions;
- Case study methodology as a mean to discuss the issues and highlight concepts;
- Internet research and video classroom presentations are some of the learning aids available to ensure students involvement.

Evaluation Type

Distributed evaluation with final exam