Marketing

Code:

M.EIC020

Acronym:

MK

Keywords
Classification	Keyword
OFICIAL	Quantitative Methods and Management

Instance: 2024/2025 - 2S

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

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
M.EIC	0	Syllabus	1	-	6	39	162

Teaching language

Suitable for English-speaking students

Objectives

The course aims to develop competences in the Marketing Management area, integrating a sound theoretical component, through the presentation and discussion of Marketing concepts and methodologies, with an applied component, through the development of a marketing plan and case study discussion.

Learning outcomes and competences

By enrolling in this course, students should develop the following competences:
1. Understand the role of Marketing in organization management
2. Understand and apply Marketing fundamental concepts and tools to the development of Marketing strategies and programs in organizations.
3. Understand and apply Marketing concepts to manage the relationship with company’s customers.
4. Understand and apply the Marketing concepts and tools to support the development of new products and services in organization.
5. Use Marketing concepts and tools to understand market factors and opportunities.
6. Be able to work in teams

Working method

Presencial

Program

1. MARKETING FUNDAMENTAL CONCEPTS
1.1. Marketing fundamentals
1.2. Marketing strategies and plans 

2. CAPTURING MARKETING INSIGHTS
2.1. Environment and market analysis
2.2. Value co-creation, satisfaction and loyalty
2.3. CRM strategies

3. DEVELOPING THE MARKETING STRATEGY
3.1. Segmentation
3.2. Identification of target segments
3.3. Service positioning in the target segments

4. PRODUCT/SERVICE STRATEGY
4.1. Product/service strategy
4.2. Branding
4.3. Product life-cycle

5. PRICING STRATEGIES
5.1. Definition of the pricing strategy
5.2. relating price, demand and cost stcuture 

6. DELIVERING VALUE
6.1. distribution channles and distribution networks
6.2. New distribution channels

7. COMMUNICATING VALUE
7.1. Mass communication and direct marketing
7.2. Development of integrated communication plans

8. PEOPLE, PROCESS AND PHYSICAL EVIDENCE IN SERVICES MARKETING

Mandatory literature

Kotler Philip; Marketing management. ISBN: 978-0-273--75..6-0

Complementary Bibliography

Wilson Alan 070; Services marketing. ISBN: 978-0-07-7131715
Lovelock Christopher; Services marketing. ISBN: 0-13-611874-7
Kotler, Philip 070; Principles of marketing. ISBN: 0-273-64662-1

Teaching methods and learning activities

The classes will involve the presentation and discussion of Marketing concepts and tools, the discussion of case studies, and the presentation and discussion of team work assignments.

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	30,00
Participação presencial	10,00
Trabalho escrito	60,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	30,00
Estudo autónomo	36,00
Frequência das aulas	56,00
Trabalho de investigação	13,00
Total:	135,00

Eligibility for exams

All assignmnets should be done in a  group. 
Students are required to fulfil the following group assignments to obtain aproval for the distributed component of evaluation: 
1. Presentation of Marketing Strategy (10% of final grade) 
2. Presentation of Marketing Plan (10%)
3. Wrtitten report of Marketing Plan (20%)
4. Case study presentation and discussion (20%)
5. Individual participation in classes, classes quizzes and case study discussion (10%)

Students have to reach a minimum grade of 37.5% in all assignment components.

The classification of the individual continuous assessment of each element of the working group may vary between -2 and +2 values according to the results of the inner work group assessment.

Calculation formula of final grade

Final Grade= 0,1*(individual participation in class and case study discussion) + 0,2* two presentations of marketing plan+0,2*marketing plan report+0,2*case study+0,3*exam 

Mandatory attendance in case study discussion and assignmnet presentation, otherwise will be penalized.

The classification of the individual continuous assessment of each element of the working group may vary between -2 and +2 values according to the results of the inner work group assessment.

Students have to reach a minimum grade of 37.5% in all assignment components.

In the exam is not possible to consult class materials.

Examinations or Special Assignments

The continuous assessment component will comprise the development of a marketing plan and case study presentation and discusssion. The marketing plan may be new plan for an existing company, a plan of introduction of a new product/service in an existing company, or the development of a new product/service along with the creation of a new company. This assignment will be developed during the semester as the different marketing concepts and tools are presented and discussed in class.

Special assessment (TE, DA, ...)

Similar to ordinary students.
The presence during assignment presentations and participation in discussion is mandatory for all students.

Classification improvement

The classification of the component related to the exam can be improved in the appeal period of the academic year in which approval was obtained, or in the following academic year.

The frequency classification will be considered in the case of repeating the exam in the same academic year or in the following academic year.