Class Marketing Workshop

Marketing Workshop is a practical curricular unit in the 3rd year, 1st semester, designed to equip students with the skills required to develop and implement a complete Marketing Plan. It is part of the degree in Applied Communication: Marketing, Advertising and Public Relations, and serves as a practical application and consolidation of knowledge acquired in other units (Introduction to Marketing, Strategic Marketing, and Operational Marketing).

Not applicable

Internal and external analysis (micro and macro environment). SWOT Matrix. Market attractiveness analysis (5 Forces Model). Growth strategy policies. Definition of marketing objectives. Marketing strategies: segmentation, target selection, differentiation, and positioning. Marketing Mix: Product, Price, Place, Promotion.

Active learning methodologies (flipped classroom, design thinking). Group work to design the Marketing Plan. Discussion and resolution of case studies. Individual and group presentations to foster communication and ensure continuous assessment.

McDonald, M., Wilson, H., & Chaffey, D. (2024). Marketing plans: profitable strategies in the digital age. John Wiley & Sons. Chernev, A. (2020) The Marketing Plan Handbook, 6 th edition, Cerebellum Press Godin, Seth (2019), Isso é marketing: Para ser visto é preciso aprender a enxergar, Alta Books . Westwood, J. (2019), How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals, Kogan Page Wong, H., Radel, K, Ramsaram-Fowder, R. (2017), Planos de Marketing, um Guia Prático, Editora Saraiva, São Paulo, Brasil.