Strategic Marketing (261164)

Learning Outcomes

After complete the curricular unit students should be able to:

  • Introduce concepts about strategy and strategic thinking regarding real situations
  • Understand the nature, risks and the critical success factors of the organizations
  • Learning how apply the concept of segmentation and define the strategic positioning of an organization
  • Develop a strategic marketing plan
Apply qualitative research methodologies, using marketing diagnostic tools

Study Program

I. Companies strategy / Marketing strategy
1.1 Strategy Concepts – The Harvard School post 65, The Carnegie School, Models of individual activities analysis (PIMS), Models of activities analysis (BCG; GE-McKinsey); Models derived from financial theory: Harvard School post 80);
1.2 Strategic management and strategic marketing
II. Strategic marketing plan
2.1    Environmental analysis - internal and external analysis
2.2    Mission, objectives and strategy
2.3    Market strategies
2.4    Strategic marketing plan
III. Supporting instruments for strategic decision
3.1    Instruments of quantitative and qualitative analysis
3.2    Methods of diagnosis and marketing prevision

Bibliography

 

 

 Principal

 de Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues,
V. (2018). Mercator (17ª Ed.), Lisboa, Dom Quixote. ISBN 9789722065917

Carvalho, J.C. & Filipe, J.C. (2014). Manual de Estratégia (4ª Ed.), Edições Sílabo, Lisboa. ISBN 9789726187769

Lambin, J-J. (2000). MarketingEstratégico, McGraw-Hill, NY. ISBN 9789727730407

Teixeira, S. (2022). Gestão das organizações (4ª Ed.), Escolar Editora, Portugal. ISBN 9789725926000

 

 

 

 

Secundária

 Freire, A. (2020). Estratégia – Criação de Valor Sustentável em Negócios Tradicionais e Digitais, Lisboa: Bertrand Editora. ISBN 9789722540759

Martinet, A.C. (1989). Estratégia, Edições Sílabo, Lisboa. ISBN 9726180732

Porter, M. (2004). CompetitiveStrategy: Techniques for Analyzing
Industries and Competitors, NY, Free Press. ISBN 9780743260886


Rascão, J. (2001). Análise Estratégica, Edições Sílabo, Lisboa. ISBN 9789726182580