Marketing

Código:

M.EGI012

Sigla:

MK

Áreas Científicas
Classificação	Área Científica
OFICIAL	Economia e Gestão Empresarial

Ocorrência: 2024/2025 - 2S

Ativa?	Sim
Unidade Responsável:	Departamento de Engenharia e Gestão Industrial
Curso/CE Responsável:	Mestrado em Engenharia e Gestão Industrial

Ciclos de Estudo/Cursos

Sigla	Nº de Estudantes	Plano de Estudos	Anos Curriculares	Créditos UCN	Créditos ECTS	Horas de Contacto	Horas Totais
M.EGI	124	Plano de estudos oficial	1	-	6	45,5	162

Língua de trabalho

Inglês

Objetivos

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in other business/social disciplines. Topics include marketing environment analysis, marketing strategy, customer behaviour, segmentation, market research, innovation, product management, pricing, branding and promotion. A special emphasis will be given to advanced analytics and artificial intelligence applied to marketing as well as to digital marketing concepts and tools. There will also be a special attention to the role of ethics in marketing management.

In this comprehensive and practical introduction to marketing management, students improve their ability to make effective marketing decisions, including assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include market-oriented strategic planning, marketing research and information systems, buyer behavior, target market selection, competitive positioning, brand management, product and service planning and management including product innovation, pricing, distribution, and integrated communications, including advertising, public relations, Internet marketing, social media, direct marketing, and sales promotions, digital marketing and advanced analytics and artificial intelligence applied to marketing. Through a combination of interactive discussions, cases, practical examples, individual assignments, and a group project, the course applies marketing topics to consumer and business-to-business products, services, and nonprofit organizations. Students gain significant experience in communicating and defending their marketing recommendations and building on the ideas of others.

Resultados de aprendizagem e competências

People often think about “marketing” strictly as advertising — a highly visible activity by which organizations try to persuade customers to buy products and services. However, marketing is much more than advertising alone; even the most skilful marketer cannot make customers buy things that they don't want. In this course students will acquire skills and competencies to make and defend marketing decisions in the context of real-world problem situations with incomplete information (case studies and simulations) and make cross-functional connections between marketing and other business areas. The skills acquired will be useful regardless of the industry.

Rather, marketing involves a set of skills and competencies that students should acquire during this course:

1. Understand the concept of marketing and its relationship with other business disciplines. Discuss and develop a framework to understand ethics implications on marketing
2. Rigorous analysis of the customers, competitors, and the overall business environment, which are the key activities of marketing management. Assess market potential, understand, and analyze customer behavior, and focus resources on specific customer segments and against specific competitors
3. Make sound decisions pertaining to Segmentation, Targeting, and Positioning
4. Identifying customer needs and satisfying these needs with the right product and/or service
5. Go to Market Strategy to introduce new products in the marketing dealing with time and with product maturity
6. Develop branding concepts and identify the major steps in creating and developing a brand and brand equity
7. Assuring availability to customers through the best distribution channels,
8. Using promotional activities in ways that motivate purchase as effectively as possible, including articulation of a communication campaign
9. Choosing a suitable price to boost the firm’s profitability while also maintaining customer satisfaction these decisions – product, distribution, promotion, and price – comprise the marketing mix.
10. Applying advanced analytics and artificial intelligence to different marketing challenges including customer journeys and customer behavioral influences
11. Developing contents and analytic frameworks to deal with digital marketing

Modo de trabalho

Presencial

Programa

1. Marketing concept. Marketing relation with other management disciplines and topics. Simulation of a marketing plan. Simulation of an individual marketing plan.


2. Marketing and ethics. Case analysis


3. Marketing environment and context:
   
   
   
   • Global market analysis (Pestel; Vuca; 6d; Hot, cold, and cooling; other methodologies)
   
   
   • Industrial analysis (Porter +)
   
   
   • Competitor analysis (C1-C4)
   
   
   • Consumer analysis and pitfalls. Consumer behaviour.
   
   
   • SWOT analysis and 7s alignment analysis
   
   
   
   


4. Market segmentation and positioning


5. Market driving and market driven strategies


6. Marketing Mix




• Product




• Product role and management


• Product portfolio (BCG)


• Product launch and time management (Primary and Secondary strategies)


• Product Innovation (7 tools to manage product launches from S curve to different product and consumer interactions)


• Brand building and brand equity








• Pricing mechanisms, concerns, and decisions


• Distribution strategies and digital impacts on its development


• Promotion mix and advertising efficacy




7. Advanced analytics and artificial intelligence applied to marketing (Separate module)


8. Digital Marketing – Marketing content and marketing analytics in a digital world (Separate module)


9. Conclusion: the 22 immutable laws of marketing

Bibliografia Obrigatória

Bearden, W. O., Ingram, T. N., & LaForge, R. W.; Marketing: Principles and Perspectives, McGraw-Hill Education, 2006. ISBN: ISBN-13-978-0072322972
Kerin, R. A., Hartley, S.W., Rudelius, W; Marketing, McGraw-Hill . ISBN: ISBN-13- 978-1259573545
Urban, G. L., & Star, S. H.; Advanced marketing strategy: Phenomena, analysis, and decisions., Prentice Hall, 1991. ISBN: ISBN-13-978-0138519407
Ries, A., & Trout, J.; Positioning: The battle for your mind, McGraw-Hill Education, 2001. ISBN: ISBN-13-978-0071373586
Ries, A., & Trout, J.; The 22 Immutable Laws of Marketing, Profile Books, 1993. ISBN: ISBN-13- 978-1861976109
Lindstrom, M.; Buyology: How everything we believe about why we buy is wrong, Random House Business, 2012. ISBN: ISBN-13- 978-11847940131
Holiday, R.; Trust me, I'm lying: confessions of a media manipulator, Profile Books, 2018. ISBN: ISBN-13-978-1788160063
Miller, D.; Building a StoryBrand: Clarify your message so customers will listen, Thomas Nelson, 2017. ISBN: ISBN-13:978-1400201839

Métodos de ensino e atividades de aprendizagem

Class sessions will be mixed in format, to include interactive lectures, discussions of readings, small case analyses, video clips, and in--class exercises. Students will also be exposed to 2 specific modules with a more hands-on approach dealing with digital marketing and advanced analytics tools.

Software

Microsoft Office
Phyton Programming and AI tools as per teacher indication

Tipo de avaliação

Avaliação distribuída com exame final

Componentes de Avaliação

Designação	Peso (%)
Participação presencial	10,00
Exame	70,00
Trabalho escrito	20,00
Total:	100,00

Componentes de Ocupação

Designação	Tempo (Horas)
Estudo autónomo	65,00
Frequência das aulas	52,00
Trabalho escrito	45,00
Total:	162,00

Obtenção de frequência

Condições de Frequência:
Presença nas aulas, de acordo com as "Normas Gerais de Avaliação" do Conselho Pedagógico da FEUP.

Fórmula de cálculo da classificação final

Final grade: 10% from class participation (up to 2 values); 20% from the development of a class plan (up to 4 values) and 70% from an individual exam (up to 14 values)

Class plan: Each student will be asked to prepare and submit a class plan derived from its participation in the classes. After each class every student will be asked to prepare a shirt summary of the Key learning points of the class and at the end of the course a full version of all the course should be submitted to be marked accordingly. In the individual plan a personal marketing plan and a hot, cold, and cool exercise will be asked.

PLEASE NOTE:

Exams answers will be limitted to a page limit of 10 pages A4
Class plans will be limitted to a maximum of 50 pages A4

Avaliação especial (TE, DA, ...)

Students with special status (association leaders or high-competition athletes) can opt for the form and evaluation rules of the other students previously described. Alternatively, they can take the final exam in the special season for students with special statutes, with the weight of the exam being 100%.

Melhoria de classificação

Grade improvements can be obtained by submitting an individual paper (no more than 10 A4 pages) with a case analysis. Case and marketing subjects covered will be based on individual preferences.