Marketing

Code:

2EAE02-2

Acronym:

Mkt2

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2017/2018 - 1S

Active?	Yes
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	Syllabus - 2015	1	-	4	28	108

Teaching language

Portuguese

Objectives

The course program assumes that students already possess some basic marketing concepts, and that way theoretical concepts won’t be taught very deeply and just revised briefly.

Therefore, the course aims at deepening the practical component of using marketing in management, and the program structure is aligned with the sequential stages of decision making and planning in marketing.

The course has thus two main objectives:

- to help the students to understand in which way companies/institutions can create and deliver value to their customers and define their marketing strategies

- support the development of analytical competences and in applying the theoretical frameworks that will structure the analysis of the markets, industries, etc.

Learning outcomes and competences

- Learning and deepening of the essential theoretical concepts in marketing

- Acquisition of competencies in decision making and on sustaining/defending marketing strategies in real situations with incomplete information through case studies analysis

- Acquisition and improvement of competencies in group problem solving and in oral and written communication, through group assignment

- Comprehension of marketing’s multidisciplinary and its relationship with other management areas

Working method

Presencial

Program

1. Analysis and diagnosis of marketing environment: external and internal analysis, of customers, competitors, etc


2. Segmentation, targeting and positioning, and how the company can optimize its strategy through focusing on some customer segments and on specific competitors.


3. Branding and product/service strategy, how to develop a good brand/product/service strategy.


4. Marketing communications, and how to develop a communication strategy and make decisions regarding the communication mix.


5. Distribution channels and how can we understand the role of distributors, retailers and other intermediaries, on delivering products, services and information to customers.


6. Pricing, definition of pricing strategies that will enhance the value for the customer and capture value to the company

Mandatory literature

Kotler P. and K. L. Keller; A framework for marketing management, 15th edition, Pearson, 2015
Kotler, G. Armstrong, J. Saunders, e V. Wong; Principles of Marketing – 4th edition, Financial Times/Prentice-Hall Inc., 2005
Wood M. B.; The marketing plan handbook, 5th edition, Pearson, 2012

Teaching methods and learning activities

- Theoretical and practical classes

- Use of cases analysis pertaining real life situations

- Presentation and discussion of group assignment

- Use of other complementary pedagogical materials (readings, vídeos, etc) which will frame and systematize the different parts of the program

keywords

Social sciences > Economics > Marketing

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	60,00
Trabalho escrito	20,00
Trabalho prático ou de projeto	20,00
Total:	100,00

Eligibility for exams

Students should have a grade of 7 in the exam and in the average of the individual assignment to pass the course, disregarding of the grade they obtain in the group assignment.

Calculation formula of final grade

1. The evaluation system has two alternatives: distributed evaluation or final exam


2. Distributed evaluation

2.1 The final classification is composed of a weighted average according to the following weights:

Group assignment 20%


Individual global exam 60%

Individual assignment – cases analysis (written assignment and participation in classes) 20%

2.2 Students will be approved based on the following conditions:

- obtain and final average grade equal or superior to 10 marks;


- won’t have a grade bellow seven marks on any of the components – group assignment, individual assignment or individual exam.

1. Final exam evaluation

3.1 As an alternative, students may be evaluated through a final exam according to the School regulations

1. Appeal season: Exam worth 100% (except for the students from the distributed evaluation that have failed in the normal season). If the students goes to the appeal season to improve the grade, the exam will be worth 100%