Marketing Management

Code:

MIET0003

Acronym:

GM

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2017/2018 - 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	24	Syllabus since 2008/09	1	-	6	42	162

Teaching language

Portuguese

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.

Learning outcomes and competences

1. Demonstrate the ability to thoroughly and creatively analyze information using marketing frameworks to make decisive recommendations for action in a given marketing situation.

2. Accurately identify marketing problems, create strategic solutions, and recommend effective tactical plans that demonstrate knowledge of integrated marketing concepts.

3. Show awareness and sensitivity for the global nature of marketing and markets, by considering diverse points of view, and adapting to unique market requirements.´

Working method

Presencial

Program

1. Marketing in organisations

2. Developing marketing strategy

2.1 Segmentation and targeting

2.2 Positioning and brand management

3. Managing marketing mix

3.1 Product

3.2 Price

3.3 Promotion

3.4 Distribution

4. Marketing plan

Mandatory literature

Kotler, P. e Keller, K. ; Marketing Management, 14th Edition, Pearson Education, Upper Saddle River, NJ, 2011

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
Blois, K. (ed.) (2001); The Oxford Textbook of Marketing, 2nd ed, Oxford University Press, Oxford
Dibb, S., Simkin, L., Pride, W. e Ferrell, O. (2005), ; Marketing – Concepts and Strategies, 5th European Edition, Houghton Mifflin, Boston, MA., 2005
Iacobbucci, D. (ed.) (2001); Kellogg on Marketing, John Wiley & Sons, Inc., New York, NY.
Kim, W. C. e Mauborgne, R. (2005); Blue Ocean Strategy, Harvard Business School Press, Boston, MA.
Whitwell, G., Lukas, B. e Doyle, P. (2003); Marketing Management: A Strategic Value-Based Approach, John Wiley & Sons Australia, Milton

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 ofaudiovisual 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 alsothe practice of decision making in group.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	40,00
Participação presencial	10,00
Trabalho escrito	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	75,00
Estudo autónomo	59,00
Frequência das aulas	28,00
Total:	162,00

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