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
Study Program
I. Companies strategy / Marketing strategy1.1 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
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Principal |
de Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues, 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 |
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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
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