Marketing

Code:

MIET0027

Acronym:

MARK

Keywords
Classification	Keyword
OFICIAL	Marketing

Instance: 2025/2026 - 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	25	Syllabus since 2008/09	1	-	6	42	162

Teaching language

English

Objectives

The course aims at providing the basic conceptual framework in order to develop in the participants the skills that allow them to make decisions and implement actions in the field of marketing as an element of the management process of start-ups and innovation projects.

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. Strategic Analysis
   2.1. Internal Diagnosis
   2.2. External Diagnosis
   2.3. SWOT Analysis


3. The Marketing Plan
   3.1 Contents of the plan
   3.2 Developing and implementing the plan
   3.3 Monitoring and defining KPIs


4. Marketing Strategy Development
   4.1 Segmentation and Targeting
   4.2 Positioning
   4.3 Brand Management
   4.4. Competitive Market Approach Strategies in Specific Contexts


5. Managing the Marketing Mix in Start-ups and Innovation Projects
   5.1 Product and service
   5.2 Communication
   5.3 Distribution
   5.4 Price and Value

Mandatory literature

P. Kotler & K. Keller; Marketing Management, 15th edition, Pearson Education, 2016

Complementary Bibliography

Baker, M. e Saren, M. (eds.) (2010); Marketing Theory: A Student Text, SAGE Publications, London
Dibb, S., Simkin, L., Pride, W. e Ferrell, O. (2005), ; Marketing – Concepts and Strategies, 5th European Edition, Houghton Mifflin, Boston, MA., 2005
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

Evaluation Type

Distributed evaluation with final exam

Assessment Components

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

Amount of time allocated to each course unit

Designation	Time (hours)
Estudo autónomo	30,00
Frequência das aulas	10,00
Trabalho escrito	60,00
Total:	100,00

Eligibility for exams

The final grade requires:

- Class attendance

- Oral presentation and discussion of one scientific article

- Completion and presentation of a group work

- Meeting the deadlines for submitting projects

Calculation formula of final grade

Classification improvement

The students who have a grade bellow 9,5 or want to get a better final grade can do the exam of the extra season (época de recurso).