Marketing

Code:

EIC0061

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Quantitative Methods and Management

Instance: 2010/2011 - 2S

Active?	Yes
Responsible unit:	Department of Industrial Engineering and Management
Course/CS Responsible:	Master in Informatics and Computing Engineering

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIEIC	25	Syllabus since 2009/2010	4	-	6	56	162

Teaching language

Suitable for English-speaking students

Objectives

The course aims to develop competences in the Marketing Management area, integrating a sound theoretical component, through the presentation and discussion of Marketing concepts and methodologies, with an applied component, through the development of a marketing plan and case study discussion. By enrolling in this course, students should develop the following competences:
1. Understand the role of Marketing in organization management
2. Understand and apply the Marketing concepts to analyze the market environment and assess market opportunities.
3. Understand and apply Marketing fundamental concepts and tools to the development of Marketing strategies and programs in organizations.
4. Understand and apply Marketing concepts to manage the relationship with company’s customers.
5. Understand and apply the Marketing concepts and tools to support the development of new products and services in organizations.

Program

1. MARKETING FUNDAMENTAL CONCEPTS
1.1. Marketing fundamentals
1.2. Marketing strategies and plans
1.3. Customer value, loyalty and customer relationship management
2. CAPTURING MARKETING INSIGHTS
2.1. Environment and market analysis
2.2. Value co-creation, satisfaction, loyalty
2.3. CRM strategies
3. DEVELOPING THE MARKETING STRATEGY
3.1. Segmentation
3.2. Identification of target segments
3.3. Service positioning in the target segments
4. PRODUCT/SERVICE STRATEGY
4.1. Product/service strategy
4.2. Branding
4.3. Product life-cycle
5. PRICING STRATEGIES
6. DELIVERING VALUE
7. COMMUNICATING VALUE
8. PEOPLE, PROCESS AND PHYSICAL EVIDENCE IN SERVICES

Mandatory literature

Philip Kotler, Kevin Keller, Mairead Brady, Malcolm Goodman, Torben Hansen ; Marketing Management, Prentice Hall, 2009. ISBN: ISBN-10: 0273718568 ; ISBN-13: 978-0273718567

Complementary Bibliography

Kotler, Philip 070; Principles of marketing. ISBN: 0-273-64662-1
Dibb, Sally; The marketing casebook. ISBN: 1-86152-624-5

Teaching methods and learning activities

The classes will involve the presentation and discussion of Marketing concepts and tools, the discussion of case studies, and the presentation and discussion of team work assignments.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	42,00
Marketing plan	Defesa pública de dissertação, de relatório de projeto ou estágio, ou de tese	60,00
Case study	Trabalho escrito	20,00
Exam preparation	Exame	20,00
	Total:	-	0,00

Amount of time allocated to each course unit

Description	Type	Time (hours)	End date
Study	Estudo autónomo	20
	Total:	20,00

Eligibility for exams

Students are required to fulfil the following group assignments to obtain aproval for the distributed componente of evaluation: Marketing plan and case presentation and discussion:
1. Presentation of Marketing Strategy (15% of final grade)
2. Wrtitten report and presentation of Marketing Plan (30%)
3. Case study presentation and discussion (15%)

Students have to reach a minimum grade of 37.5% in all assignment components.

Calculation formula of final grade

Final Grade= 0,15*marketing strategy+0,3*marketing plan+0,15*case study+0,4*exam

Examinations or Special Assignments

The continuous assessment component will comprise the development of a marketing plan and case study presentation and discusssion.
The marketing plan may be new plan for an existing company, a plan of introduction of a new product/service in an existing company, or the development of a new product/service along with the creation of a new company. This assignment will be developed during the semester as the different marketing concepts and tools are presented and discussed in class.

Special assessment (TE, DA, ...)

Working students who cannot attend all classes can fulfill the distributed component of the evaluation through the following procedures:
1.Individual assignment defined by Professors
2. Intermediary and final presentation of individual assignment on predfined dates.
3. The two presentations are mandatory.
4. Working students should contact the course professors to define the work assigment

Classification improvement

The classification improvement of the exam follows FEUP'S regulations.
The classification improvement of the distributed component can be done at the same time as the practical assignments in the following academic year.