| 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 begins with lectures to remember and consolidate the concepts necessary for the development of a marketing plan. The evaluation of the initial part will be done through 2 tests carried out at the end of each lecture, to assess the internalization of the concepts exposed in each session, without using written support materials before and during the test. Subsequently, students in groups choose a company to carry out the Marketing Plan. For the development of the plan, periodic activities are established with a view to monitoring the preparation of the plan by the teachers. Weekly, groups must present and discuss in class with the teacher the development of the plan according to the defined schedule. At the end, students have to present and defend the solution proposed to the company in the Marketing Plan.
The lack of attendance or delivery of any assessment/activity implies failure in the curricular unit.
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Language |
Portuguese. Tutorial support is available in English.
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