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IPLUSO 1945

Strategic Marketing

Marketing Management
  • ApresentaçãoPresentation
    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.
  • ProgramaProgramme
      1. Strategic marketing planning - Strategy concept - Strategy levels - Corporate strategies and competitive strategies 2. Strategic analysis - Macroenvironment Analysis - Microenvironment Analysis - Analysis of the internal environment 3. Strategic formulation - Market analysis (B2B and B2C) - Definition and elaboration of objectives - Market segmentation and positioning 4. Strategic marketing plan - Definition and structure - Mission and Vision - Marketing mix strategies - Maneuver, actions and contingency plans 5.Implementation and control of the marketing strategy 6. Evaluation of the marketing strategy
  • ObjectivosObjectives
    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.
  • BibliografiaBibliography
    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.  
  • MetodologiaMethodology
    Teaching-learning methodologies with business cases and multimedia.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    6
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não