Marketing

Code:

2EAE02

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2013/2014 - 1S (of 09-09-2013 to 20-12-2013)

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Economics and Business Administration

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
EAE	61	Bologna Syllabus since 2012	1	-	7,5	56	202,5

Teaching language

English

Objectives

 

The aim of this c. u. is:

 

-  to know the trends in recent research in key concepts and methodologies in Marketing and
 - to develop the capacity of analysis and decision making with a professional focus

 

Learning outcomes and competences

 

 

 

 

 

At the end of this c.u. the student should have internalized the assumptions and the implications of a market-driven management and should have developed skills and competences in the areas of:

 

 

 

·         market analysis including cultural analysis

 

 

 

·         search and gather of strategic information

 

 

 

·         marketing audit

 

 

 

·         marketing plan – preparation and implementation 

 

 

 

 

 

Working method

Presencial

Program

I Introduction
1- The Marketing Concept: evolution
2- The "Market Orientation": Impact on Management
3- Economic, strategic and operational aspects in Marketing

II The Implementation of Strategic Marketing
1- National and international environment of Business
2- Cultural impact in International business and in international business negotiations
3- Consumer behavior
4- National and international Market Segmentation and target market definition
5- Competitive analysis and opportunities and risks of international development  
6- Country Selection
7- Positionning and Brand Management

III The Marketing Plan

IV Operational Marketing Implementation

1- Product decision making in the international market
2- Price decision making in the international market
3- Advertising and promotion decision making in the international market
4- Distribution decision making in the international market
5- Marketing and Organizational Development

Mandatory literature

Jean-Jacques Lambin, Ruben Chumpitaz & Isabelle Schuilling; Market Driven Management: Strategic and Opertional Marketing, Palgrave MacMillan, 2007
Malcolm McDonald, & Hugh Wilson; - Marketing Plans: How to prepare them, how to use them , John Wiley & Sons Ltd, 2011

Complementary Bibliography

Kotler, P. e Keller, K. L; A framework for Marketing Management, Pearson/Prentice Hall, 2007
Vários; Mercator XXI - Teoria e Prática do Marketing, D.Quixote, 2004
Vários; Publicitor - Comunicação 360º online – offline, D.Quixote, 2010

Teaching methods and learning activities

 

This course is discussion oriented. It is based on reading, presenting and discussing a selection of recent research articles, covering the topics of the program, published in leading journals.

 

Sessions combine the discussion about the evolution of basic concepts in marketing and the presentation and discussion of real cases.

The aim is thus to analyze how the concepts and techniques are embodied in different  business contexts, making clearer its practical applicability.

 

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	70,00
Trabalho escrito	30,00
Total:	100,00

Calculation formula of final grade

 

Evaluation includes class participation and the presentation and discussion of a scientific papers (20%), which requires additional reading of articles, and even a final exam (80%).

 

Alternatively the students have the possibility to opt only for the final exam as defined by the “Regulamento de Avaliação de Conhecimentos da FEP”.