Class Marketing Workshop

Marketing Workshop is a hands-on curricular unit that challenges students to apply the marketing knowledge acquired throughout their degree by developing a comprehensive Marketing Plan. Simulating the uncertainty and challenges of real markets, students will strengthen both strategic and operational skills while exploring tools for analysis, planning, and the implementation of marketing strategies. The course emphasizes practical application, combining individual and group work, case study discussions, and the development of creative and well-founded solutions. Its central aim is to equip students with the autonomy and confidence needed to design and adapt marketing plans to diverse organizational contexts.

Not applicable

Within the scope of the elaboration of the assessment work of the atelier, the theoretical contents discussed in class and accompaniment to the work to be developed by the student are presented.   Internal and external analysis. micro and macro environment - PESTLE analysis SWOT analysis and matrix  -  TOWS matrix Market analysis and attractiveness (5 forces model) Growth strategies Marketing objectives Formulation of Marketing strategies: differentiation and STP Model Marketing Mix (Price, Product, Distribution, Promotion)

Active learning methodologies (eg flipped classroom and design thinking), in addition to individual and group participation in a forum, for presentation and discussion of current topics related to Marketing.

Westwood, J., (2019). How to Write a Marketing Plan. Elsevier, Kogan page Chernev, A., (2019). Strategic marketing management: the framework. Chicago: Northwestern University. Kreutzer, Ralf T., (2019), Toolbox for Marketing and Management ? Creative Concepts, Forecasting Methods and Analytical Instruments, Berlin, Springer Chernev, A., (2017). The Marketing Plan Handbook (5th Edition). Chicago: Cerebellum Press McDonald, Malcolm and Wilson, Hugh (2016). Marketing Plans: How to Prepare Them, How to Use Them, (8ª ed.). West Sussex, Wiley. Dib, A., (2021), O plano de Marketing de 1 página, Lisboa, Editora Self