Project in Marketing

Code	14393
Year	3
Semester	S2
ECTS Credits	6
Workload	TP(60H)
Scientific area	Marketing
Entry requirements	n.a
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.
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
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
Language	Portuguese. Tutorial support is available in English.