| 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 CU starts with expository classes to remember the concepts inherent to a marketing plan and to understand what a marketing plan is. Thus, the evaluation of this initial part will be done through 1 test. Subsequently, companies and work themes are attributed to students and they start to develop a plan that responds to the company's marketing problem, with weekly monitoring by teachers. In the end, students have to present and defend the proposed solution to the company.
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Language |
Portuguese. Tutorial support is available in English.
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