Marketing Management

Code:

MIET0003

Acronym:

GM

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2011/2012 - 1S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIET	31	Syllabus since 2008/09	1	-	6	42	160

Teaching language

English

Objectives

This course unit aims to provide the basic conceptual marketing context. It also aims to endow students with skills to make decisions of the main marketing variables, as elements of the global process of organisation management.

Program

1. Marketing in organisations

2. Developing marketing strategy
2.1 Segmentation and targeting
2.2Positioning and brand management

3. Managing marketing mix
3.1 Product
3.2 Price
3.3 Promotion
3.4 Distribution

4. Marketing plan

Mandatory literature

Dibb, S., Simkin, L., Pride, W. e Ferrell, O. (2005), ; Marketing – Concepts and Strategies, 5th European Edition, Houghton Mifflin, Boston, MA., 2005

Complementary Bibliography

Adcock, D. (2000), ; Marketing Strategies for Competitive Advantage, John Wiley & Sons, Ltd, Chichester
Baker, M. e Saren, M. (eds.) (2010); Marketing Theory: A Student Text, SAGE Publications, London
Kim, W. C. e Mauborgne, R. (2005); Blue Ocean Strategy, Harvard Business School Press, Boston, MA.
Iacobbucci, D. (ed.) (2001); Kellogg on Marketing, John Wiley & Sons, Inc., New York, NY.
Blois, K. (ed.) (2001); The Oxford Textbook of Marketing, 2nd ed, Oxford University Press, Oxford
Whitwell, G., Lukas, B. e Doyle, P. (2003); Marketing Management: A Strategic Value-Based Approach, John Wiley & Sons Australia, Milton
Kotler, P. e Keller, K. (2006); Marketing Management, 12th Edition, Prentice Hall, Upper Saddle River, NJ.

Teaching methods and learning activities

This course unit is based on an active learning methodology, being thus focused on practical aspects and on the transmission of indispensible knowledge in order to develop a solid theoretical base, which enables students to apply marketing techniques and tools to real situations.
Hence, the methods applied, which aim to combine the awareness of reality with students’ participation and creativity, are chiefly based on the presentation of concepts and techniques with the support of audiovisual equipment, as well as case discussions.

Presentations
Presentation and discussion of concepts, methodologies and techniques using audiovisual equipment.

Practical cases
Analysis and discussion of real situations which enable, not only the exchange of experiences, but also the practice of decision making in group.

The material to be used is mainly based on a set of cases which will be previously handed out, so that students may use them in class.

Evaluation Type

Distributed evaluation with final exam

Calculation formula of final grade

- Class participation: 10% of the final grade
- Team work: 50% of the final grade
- Final exam: 40% of the final grade