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Presentation
Presentation
Strategic marketing as a unit course aims to deal with an understanding of the development and implementation process of a marketing strategy and how this process can be managed by an organization so that it can maintain superior performance in the market.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULP1652-1945
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1 Strategic marketing planning - Concept of strategy - Corporate strategies and competitive strategies 2. strategic analysis - Macro-environment analysis - Analysing the micro-environment - Analysing the internal environment 3. strategic formulation - Market analysis - Definition and elaboration of objectives - Market segmentation and positioning 4. Strategic marketing plan - Definition and structure - Mission and vision - Marketing mix strategies - Manoeuvre, action and contingency plan 5. Implementation and control of the marketing strategy 6. Marketing strategy evaluation
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Objectives
Objectives
At the end of the course unit the student should be able to: - Understand the concepts related to business strategy; - Recognize and fit strategic marketing in the organization's strategy and policy; - Define the operating business, the vision, the mission, the objectives, and the organizational strategies; - Identify and apply the different phases of the analysis, formulation and strategic implementation process; - Describe and apply the strategic marketing process and its main phases; - Construct, structure and implement marketing plans; - Framing the conceptual framework of decision making in Marketing.
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Teaching methodologies and assessment
Teaching methodologies and assessment
1. Continuous Assessment - Group project (Presentation and defence of the Marketing Plan) 70% - Individual logbook (20%) - Class participation (10%) In continuous assessment, students must attend 70% of classes. A minimum mark of 7 is set in the various assessment elements. Students who finish with a mark between 8 and 9 may be considered for an oral exam. 2. Final Assessment Students who are unsuccessful in continuous assessment may take exams at the assessment times set by the institution.
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References
References
FERREL, O. e HARTLIN, M. (2011). Marketing Strategy, Fifth Edition. South-Western: Cengage Learning KOTLER, P. e ARMSTRONG, G. (2017). Principles of Marketing, 17th edition. Prentice Hall Europe. LINDON, D.; LENDREVIE, J.; LÉVI, J.; DIONÍSIO, P. & RODRIGUES,V. (2015) Mercator da Língua Portuguesa: Teoria e prática do Marketing (16a Edição). Lisboa: Publicações Dom Quixote. MAÇÃES, M. (2019). Marketing Estratégico. Lisboa: Conjuntura Actual Editora MCDONALD, M., & WILSON, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.
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Office Hours
Office Hours
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Mobility
Mobility
No
