Marketing

Code:

EIG0031

Acronym:

MK

Keywords
Classification	Keyword
OFICIAL	Marketing and Strategy

Instance: 2013/2014 - 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	78	Syllabus since 2006/2007	4	-	6	56	162

Teaching language

Suitable for English-speaking students

Objectives

The main objective of this discipline is to transmit the students basic knowledge in the area of Marketing to allow them (i) to understand the importance of the customers approach in the success of Enterprise Strategies 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 career should be done in an easier way.

Learning outcomes and competences

At the end of the frequency of this course students should be able to (i) understand the business area of a company, (ii) analyze the competencies of the Company in their approach to their respective markets, (iii) identify the adequated positioning, (iv) build a Strategic Marketing Plan. Students learn by working in groups, applying and developing the concepts of marketing in real cases.

Working method

Presencial

Program

 

Introduction and Concepts. Its application in Business Strategies. Core Business and strategic direction. Marketing versus Sales, conflicting or complementary? Context of Marketing in the Global Market. Market, Selective and Primary Demand. Consumer Behavior in the consumer and industrial markets. The Purchase Process and Industrial Marketing: actors, their roles and motivations. Market Research: methodologies and difficulties. Marketing Services and its specificities. Segmentation parameters and selection of the Target Group. Positioning and differentiation for a Marketing Strategy. Interaction of resources - the Mix. Policies: PRODUCT (Brand and Packaging); SERVICE (SERVQUAL model); PRICE; DISTRIBUTION and COMMUNICATION (Communication Plan and Sales Force). Preparation of a Marketing Plan. Globalization and International Marketing. The e-marketing.

 

Mandatory literature

Philip Kotler; Marketing management. ISBN: 0-13-098005-6
Jacques Lendrevie... [et al.]; Mercator. ISBN: 972-20-1357-2
Denis Lindon... [et al.]; Mercator XXI. ISBN: 972-20-2744-1
Bernard Brochand... [et al.]; Mercator 2000. ISBN: 972-20-1912-0

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

Designation	Weight (%)
Defesa pública de dissertação, de relatório de projeto ou estágio, ou de tese	10,00
Exame	60,00
Trabalho escrito	30,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	20,00
Elaboração de relatório/dissertação/tese	15,00
Estudo autónomo	48,00
Frequência das aulas	56,00
Trabalho de investigação	10,00
Total:	149,00

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.

Special assessment (TE, DA, ...)

Presentation of individual work and its defense (40%). Final exam (60%).

Classification improvement

Examination: Recurso (Resit exam)