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
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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
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Teaching Methodologies and Assessment Criteria |
Frequency / Attendance: - Theoretical-practical classes - Presentation and analysis of contents - Resolution of practical hypotheses - Case studies - Active participation of students - Attendance not mandatory
Periodic Evaluation: - A written test, with 50% of the final grade (worker student) or 35% (student); - Work in class, with 10% for the final grade; (mandatory of 2/3 of the works carried out) (Only for students) - Written work, with 35% of the final grade; - Presentation of the work, with 10% for the final grade. - Performance evaluation, with 10% for the final grade. Note: Minimum score of 6 values.
Final evaluation: -Written exam (75%) + Written work (25%)
The general assessment rules of the University of Beira Interior apply.
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Language |
Portuguese. Tutorial support is available in English.
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