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;
Relate microeconomic concepts with strategic management options in Marketing

Study Program

Thematic unit 1: Fundamentals of Marketing
Evolution 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