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Strategic Marketing

Strategic Marketing

Code	5800
Year	3
Semester	S1
ECTS Credits	6
Workload	TP(60H)
Scientific area	Marketing
Entry requirements	n.a.
Mode of delivery	- Presence
Work placements	-Not aplicable
Learning outcomes	Superior marketing strategies are essential for business success. The key challenges include: developing a shared vision throughout the organization about the market; identifying opportunities for delivering superior value to customers; positioning the organization and its brands in the market to attain the better balance between distintive habilities and value opportunities; recognizing the potencial benefits of a partnership with different stakeholders and continually adapt the organization to implement and manage the strategies of marketing more effective. Learning outcomes: -Give the students understand how businesses are driven by the market and are focusing their strategies based on a common understanding of markets and competition - Provide opportunities to develop a strategic analysis, planning and management skills by applying concepts of strategic marketing - Provide opportunities to develop argumentative skills in class through business case analysis - Develop in students the ability to work in groups and to take advantage of the synergies resulting - Guide students in reporting objectives and the appropriate structure - To stimulate the students' desire for research and by consulting relevant literature
Syllabus	PART I - Fundamentals of Strategic Marketing 1 - General concepts of strategy 2 - Definition of business, mission, vision and objectives of company 3 - Identify and structure the growing opportunities 4 - Product-market strategies formulation 5 - Marketing Plan PART II - The process of Strategic Marketing 1 - Market orientation strategies 2 - Market, competitive scenario strategic segmentation 3 - Strategic options for 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
Language	Portuguese. Tutorial support is available in English.