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Strategic Marketing

Code 14388
Year 3
Semester S1
ECTS Credits 6
Workload TP(60H)
Scientific area Marketing
Entry requirements n.a.
Learning outcomes Learning outcomes:
O1 - Make students aware of how companies are driven by the market and guide their strategies based on a common understanding of markets and competition.
O2 - Prepare students to develop an analysis of strategy, planning and control skills through the application of strategic marketing concepts
O3 - Provide opportunities to develop argumentative skills in class through the analysis of business cases.
O4 - Develop in students the ability to work in groups and to take advantage of the resulting synergies
O5 - Develop students skills for preparing objective reports and with the appropriate structure
O6 - Develop oral and written communication skills
O7- Stimulate students' taste for research and consultation of specialized bibliography.
Syllabus PART I - Fundamentals of strategic marketing
1.1 - General strategy concepts
1.2 - Definition of business, mission, vision and objectives of the company
1.3 - Identify and structure growth opportunities
1.4 - Formulation of product - market strategies
1.5 - The marketing plan
PART II - The strategic marketing process
2.1 - Market orientation strategies
2.2 - Markets, competitive scenario and strategic segmentation
2.3 - Strategic options of the company
Main Bibliography - Applied Strategic Marketing; A step by step approach, (2019), Karel Jan Anselm, Routledge Editors
- Marketing Strategy and Competitive Positioning (2017), by Edition Hooley, Piercy, Nicoulaud & Rudd, 6th Edition Pearson Editors
-Marketing Strategy: A Decision-Focused Approach (2014), By Orville Walker and John Mullins 8th Edition Mcgraw Hill
- ANSOFF, Igor, (1965 ); “Corporate Strategy”, McGraw-Hill Edt.
- PORTER, Michael (1980); “Competitive Strategy :techniques for Analyzing Industries and Competitors, Free Press.
- PORTER, Michael (1985): “Competitive advantage: Creating and SustainingSuperior Performance”, Free Press.
Portuguese:
- TEIXEIRA, Sebastião (2020). Gestão Estratégica, 2ª Ed., Escolar Editora.
- Maçães, M. (2019). Marketing estratégico – as 4 etapas para criar vantagem corporative e melhorar o desempenho, Editora Actual.
- Cravens, D. e Piercy, N. (2008). Marketing estratégico, McGraw-Hill
-Articles and other complementary support material provided in class
Teaching Methodologies and Assessment Criteria Frequency / Attendance:
- Theoretical-practical classes
- Attendance not mandatory

Periodic Evaluation:
- A written test, with 50% of the final grade;
- Written work (Business Plan), with 40% of the final grade;
- Presentation of the work, with 10% for the final grade.
Note: Minimum score of 6 values.

Final evaluation:
- Written exam (100%) or Written exam (80%) + Written work (20%) (optional by the student)

Students who obtain a Teaching Learning Classification of at least 10 values will be exempt from examination. In order to be assigned frequency and therefore be able to access exams, students must obtain a Teaching Learning Classification of at least six values.

General assessment rules of the University of Beira Interior apply.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-10-08

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