Marketing Principles
Learning Outcomes
- Introduce concepts of strategy and strategic thinking in real scenarios
- Understand the nature, the risks and the success factors of innovations;
- Know how to apply the concept of segmentation and strategic positioning
- Create a Marketing plan for an organisation;
- Acquire notions of qualitative and quantitative research methods Use concepts and analysis/diagnostic tools in Marketing Understand the use of variables of communication, relying on the strategic Marketing plan;
Study Program
Thematic unit 1: Fundamentals of MarketingEvolution of the Marketing concept
The great trends of marketing management Marketing and new technologies Organisation of marketing services
Thematic unit 2: Strategic marketing Market Research and diagnostic Models Concept study – segmentation
Study of Marketing objectives
Thematic unit 3: Operational Marketing
Marketing Mix policies
Marketing Communication policies
Thematic Unit 4: Implementation and control
Support models for strategic decision-making in marketing management
Marketing strategies and implementation options Competitive strategies
Strategies based on the experience curve
Strategic orientations of the Marketing Mix variables – Control policies
Bibliography
Principal |
LAMBIN, J. (2000) Marketing estratégico, McGraw-Hill, New York NUNES & CAVIQUE (2001) Plano de Marketing, Dom Quixote. KOTLER, P., & ARMSTRONG, G. (2018) Principles of Marketing, Global Edition, 17th, Harlow: Pearson Education KOTLER, P., & ARMSTRONG, G. (2007). Princípios de marketing. Pearson Prentice Hall. |
Secundária |
KAPFERER, J.(1998) Strategic Brand Management: creating sustaining Brand Equity long term, Londres, Kogan Page RASCÃO, J. ( 2001) Análise estratégica, Silabo, Lisboa KOTLER, P. (1998) Administração de Marketing, Atlas, São Paulo |