Marketing

Code:

EIG0031

Acronym:

MK

Keywords
Classification	Keyword
OFICIAL	Marketing and Strategy

Instance: 2009/2010 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIEIG	77	Syllabus since 2006/2007	4	-	6	56	160

Teaching language

Portuguese

Objectives

1 - BACKGROUND
In the global and very competitive markets we are living, the understanding of the importance of the consumer oriented companies is crucial for its sustainability. This discipline focuses on this student understanding in several practical situations and apply to the use of different Marketing concepts and techniques.
2 – SPECIFIC AIMS
The main objective of this discipline is to transmit to the students basic knowledge in the area of Marketing to allow them (i) to understand the importance of the customer´s approach in the success of Enterprise Strategies and Politic Leadership and (II) to elaborate a Strategic Marketing Plan.
It is also aimed to endow students with real enterprise experiences and techniques, so that the beginning of their professional careers should be done in an easier and successfully way.
3 – PREVIOUS KNOWLEDGE
It is important the basic Engineering knowledge, usual in the students of the 4th year mainly in:
EIG0012 Economics
EIG0023 Microeconomics
EIG0027 Accounting
EIG0021 Information Systems I
4 - PERCENTUAL DISTRIBUTION
Scientific component (based in Marketing concepts understanding) – 40%
Technological component (based in concepts practical application) – 60%
5 – LEARNING OUTCOMES
At the end of this course the students should be able to:
- deeply understand the importance of the Marketing concept in the Company’s core business definition and in its consequent strategic development
- understand markets and environmental approach techniques including a market research construction.
- be aware of the importance of the positioning preliminary to the strategic option
- understand the Marketing strategy construction using the Marketing Mix resources
- be aware of the complementarities between the market offer (product/price) and the persuasion (distribution/communication) and its specific policies.
- be comfortable in the several Market fields: consumer/industrial products and services and e-marketing and international Marketing.
- construct an applied Marketing Strategy.

Program

CONCEPT of the Marketing: the importance of this concept in the definition of the Core Business of a Company; Marketing versus Sales: opposite or complementary approaches?
CONTEXT of the Marketing: the enterprise environment in the Global Market; Selective and Primary markets; the Consumer Behavior and the Consumer and Industrial markets; the Buying Process analysis as the main tool of the Industrial Marketing: the intervenient identification, their roles and motivations; customer loyalty and the importance of the after sales service
The Marketing Research: considerations, methodologies and difficulties.
The Marketing of Services and its respective specificities.
Segmentation parameters definition and the techniques for an adequate choice of the Target Group; the Positioning construction as the basis for a Marketing Strategy. The availability of resources and its respective interaction; Marketing Mix definition.
The STRATEGY: the different steps in the strategic process; competitors’ analysis; the different strategies in accordance with the market share position.
PRODUCT policy: product definition; the life cycle and its importance in the product management; the BCG strategic model; Mark and Packing decisions.
SERVICES Marketing: specificities of the Services and its differences in relation to the Products Marketing; Servqual model and its importance in the service policies.
PRICE policy: price decisions, objectives, limitations and elasticity; price strategies for new and existent products.
DISTRIBUTION policy: its importance in the strategy construction in competitive markets; choice of the channels decisions; sales point’s structure.
COMMUNICATION policy: the communication process; “mass media” strategies - “above the line” and “below the line”; the Communication Plan; the Sales Force: organization, animation and management.
The International Marketing in a Global World.
The elaboration of a Marketing Plan, following the working group’s conclusions.

Teaching methods and learning activities

In this course unit concepts are introduced gradually along with discussion of real cases.
To achieve this objective students are invited to form working groups. Those working groups are composed by 3-4 students, who follow the evolution of a company of their choice through small assignments to be discussed during classes. Besides students will be asked to develop a Plan of Strategic Marketing for the Company.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Description	Type	Time (hours)	Weight (%)	End date
Attendance (estimated)	Participação presencial	52,00
Marketing Examination	Exame	2,00
	Total:	-	0,00

Eligibility for exams

The Marketing is learned living it. Thus the presentations of the individual and group works and respective participation in lesson are important conditions to be admitted to exams.

Calculation formula of final grade

Practical assignments- between 40 and 70%.
Final examination - between 60 and 30%.

Examinations or Special Assignments

Final assignment (report and presentation) is expected to be useful for the companies. It something that is taken into account in the assessment.

Classification improvement

Examination: Recurso (Resit exam)