Marketing

Code:

EIG0031

Acronym:

MK

Keywords
Classification	Keyword
OFICIAL	Economics and Management

Instance: 2018/2019 - 2S

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
MIEGI	77	Syllabus since 2006/2007	4	-	6	49	162

Teaching language

English

Objectives

The main purpose of this courseis to make students aware of the main concepts in the area of Marketing to allow them (i) to understand the importance of customers 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

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 and the importance of the differenciation in competitive markets, (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 (Marketing concepts; Role of marketing in organizations)
• MANAGEMENT AND MARKETING PLANNING (strategic planning focused on the market; segmentation methods; Market targeting; markets entry strategies; development of a marketing plan)
• METHODOLOGY AND TECHNIQUES OF MARKETING RESEARCH (Research Designs, types of variables, sampling, qualitative and quantitative methods of data collection)
• CONSUMER BEHAVIOR (Normative, prescriptive and descriptive models of decision-making, deliberative vs. affective choice processes, loss aversion, choice overload, reference groups)
• PRODUCTS MANAGEMENT STRATEGY (Product and product mix; Life cycle of products)
• PRICING POLICY (pricing policies; relationship between price, demand and costs)
• DISTRIBUTION CHANNELS (Channels of distribution and distribution networks; indirect marketing through intermediaries; direct Marketing)
• COMMUNICATION STRATEGY (Mass and individual communication means)

Mandatory literature

Philip Kotler... [et al.]; Principles of marketing. ISBN: 0-273-64662-1
Philip Kotler, Kevin Lane Keller; Marketing management. ISBN: 978-0-273--75..6-0
Churchill, G. A., & Iacobucci, D.; Marketing research: methodological foundations
Solomon, M. R., Bamossy, G. J., Askegaard, S. and Hogg, M. K. ; Consumer Behaviour - A European Perspective

Teaching methods and learning activities

In this course unit concepts are introduced in the lectures. Moreover, the same concepts are addressed gradually along with discussion of case studies and the development of small projects such as the design of a focus group. Students also develop a strategic Marketing plan for a Company.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	37,50
Participação presencial	15,00
Trabalho escrito	32,50
Trabalho prático ou de projeto	15,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	61,00
Estudo autónomo	52,00
Frequência das aulas	49,00
Total:	162,00

Eligibility for exams

Students have to attend classes (according to the "General Evaluation Rules" of FEUP Pedagogical Council).

Calculation formula of final grade

Consumer behaviour project: 15%
Marketing plan: 32.5%
Final examination: 37.5%
Quizzes: 7.5%
Analysis of case studies: 7.5%

To be aproved it is required a classification greater or equal to 7,5 in the exam.

All the projects devloped in group will be assessed considering the individual performance within the team, based on the average of the evaluations given by the peers (other members of the group). This individual offset can range between ± 2. The sum of the Offset Individual for all elements of a team must be between -1 and +1. A classification assigned by the professors will have a weight of 75% and the individual offset has a weight of 25%.

Special assessment (TE, DA, ...)

Students with special status (student union leaders and high-level competition athletes) can opt to be assessed as normal students, according to the rules previously described. Alternatively, they can take the final exam at the period especially designed for students with special status. In this case, the weight of the exam is 50% and the weight of the group assignment equal to 50%.

Classification improvement

Students may repeat the exam in the appeal period. Students may also improve their classification in the following academic year by repeating the exam. The classification of the group assignment and the component refering to the participation in class will be considered in the case of repeating the exam to improve the classification in the appeal period, or in the following academic year.