IPLUSO 18865

Marketing and Business Strategy

• ApresentaçãoPresentation

  The curricular unit of Marketing and Business Strategy is part of the Accounting and management course. It¿s aim is to provide the students with the principles of marketing and business strategic, and also to stimulate entrepreneurship, creativity and the capacity of reflective thinking in this area. This way, the student should be able to present, characterize and discuss the main variables of marketing, within the scope of other corporate realities. The goal of this unit is, thus, to capacitate students with a 360º vision over the main fundamental elements of marketing and business strategy.
• ProgramaProgramme

  1. The marketing concept and the evolution of the marketing function Marketing as a management process and an intellectual attitude Marketing Mix Marketing and its surroundings   2. Marketing Planning   3. Marketing Strategies   4. Segmentation, targeting and placement   5. Business strategy Strategic analysis Formulation of the strategy Implementation and control of the strategy
• ObjectivosObjectives

  This curricular unit aims to: To provide a set of practical theoretical tools to study the potential of marketing. Understand the importance of marketing thinking and strategy. Analyze the characteristics of existing strategic decisions in the marketing mix. Describe the process of strategic management. Present models for business succes. Develop the critical spirit of students through the application of case studies of business reality. To provide students with tools that enable them to apply the theoretical knowledge previously learned and to confront them with issues that may occur in a real scenario.
• BibliografiaBibliography

  Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2018). Mercator 25 anos - o marketing na era digital. 16ª edição, Lisboa: Dom Quixote.   Cardeal, Nuno (2018). Pensamento estratégico: antecipar as ondas de futuro. 3ª ed. Lisboa: Universidade Católica Editora.   Teixeira, S. (2011). Gestão Estratégica. Escolar Editora.  
• MetodologiaMethodology

  The selected methodology is of a theoretical-practical and laboratory nature, encompassing moments of theorization and the simulation of didactic activities accompanied by critical feedback. The students will have an active role throughout the process. In the laboratory practice classes, tasks/exercises will be carried out where the theoretical concepts learned are applied. Continuous assessment: attendance and participation in classes (10%), completion of a practical assignment with oral presentation (50%), and an individual assessment exercise (40%). Resit and special assessment: individual assessment exercise (100%).
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não