| Code |
14393
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| Year |
3
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| Semester |
S2
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| ECTS Credits |
6
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| Workload |
TP(60H)
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| Scientific area |
Marketing
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Entry requirements |
n.a
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Learning outcomes |
In this UC it is expected that students develop a critical spirit, generate new ideas and be creative, learn to work as a team and be able to develop business marketing work. As a project subject, students are expected to be able to apply the knowledge acquired during the different curricular units of the course in a transversal way, in the elaboration of a marketing plan.
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Syllabus |
1. Diagnosis of the situation
2. SWOT analysis
3. Definition of the objectives
4. Strategic guidelines
5. Action programs: definition of the Marketing MIX
6. Budgets
7. Implementation of the plan
8. Plan control
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Main Bibliography |
Baynast, Arnaud de; Dionísio, Pedro Lévy, Julien; Rodrigues, Vicente e Lendrevie, Jacques (2021) “Mercator 25 Anos - O Marketing na Era Digital”, Dom Quixote.
Chernev, Alexander (2020), “The Marketing Plan Handbook”, 6th Edition, Cerebellum Press (ISBN: 9781936572670)
Kotler, Philip e Armstrong, Gary (2020) “Principles of Marketing”, 18ª Ediçao, Pearson/Prentice-Hall. (ISBN: 978-0135766590)
Kotler, Philip e Keller, Kevin Lane (2012); “Administração de marketing”, 14ª edição, Prentice Hall (ISBN: 9788581430003)
Wood, Marian Burk (2012), “The Marketing Plan Handbook”, 5th Edition, Pearson/Prentice Hall
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Teaching Methodologies and Assessment Criteria |
The course's syllabus will be initially developed through the exposure of concepts, definitions and models that represent the structure of a marketing plan. Subsequently, discussions will be stimulated in tutorial sessions aimed at leading and supporting students to structure and plan the project preparation phases and necessary activities.
The project consists of developing a Marketing Plan, which is based on a marketing problem of a real company.
The presentation of the plan will be presented in a competition model and participation will be mandatory.
The composition of the group must consist of a maximum of 3 students.
A 1st, 2nd and 3rd place will be awarded.
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Language |
Portuguese. Tutorial support is available in English.
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