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Presentation
Presentation
Strategic marketing as a unit course aims to deal with an understanding of the development and implementation process of a marketing strategy and how this process can be managed by an organization so that it can maintain superior performance in the market.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 5
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT72-1945
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
1. Strategic marketing planning
- Strategy concept
- Strategy levels
- Corporate strategies and competitive strategies
2. Strategic analysis
- Macroenvironment Analysis
- Microenvironment Analysis
- Analysis of the internal environment
3. Strategic formulation
- Market analysis (B2B and B2C)
- Definition and elaboration of objectives
- Market segmentation and positioning
4. Strategic marketing plan
- Definition and structure
- Mission and Vision
- Marketing mix strategies
- Maneuver, actions and contingency plans
5.Implementation and control of the marketing strategy
6. Evaluation of the marketing strategy
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Objectives
Objectives
At the end of the course unit the student should be able to:
- Understand the concepts related to business strategy;
- Recognize and fit strategic marketing in the organization's strategy and policy;
- Define the operating business, the vision, the mission, the objectives, and the organizational strategies;
- Identify and apply the different phases of the analysis, formulation and strategic implementation process;
- Describe and apply the strategic marketing process and its main phases;
- Construct, structure and implement marketing plans;
- Framing the conceptual framework of decision making in Marketing.
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Teaching methodologies and assessment
Teaching methodologies and assessment
Use of examples and work in real context. Case studies. Professionals who stand out in the field of marketing are invited to give an Open Class.
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References
References
Baynast, A.; Lendrevie, J.; Lévy, J.; Dionísio, P.; & Rodrigues, V. (2021). Mercator 25 anos - o marketing na era digital. (18ª ed). Lisboa. Dom Quixote.
Freire, A. (2020). Estratégia Criação de Valor Sustentável em Negócios Tradicionais e Digitais. Lisboa. Bertrand.
HBR, Harvard Business Review. (2018). Marketing estratégico. Coleção HBR 10 artigos essenciais. Actual Editora.
Kotler,P., Keller,K. (2015). Marketing Management:Analysis, Planning, and Control. Prentice-Hall.
Moraes-Sarmento, E.; Abranja, N.; Carvalho, R. Vitorino (2022). Plano de marketing e marketing digital na hotelaria e turismo . Lisboa. Lidel.
Oliveira, D. M. de (2021). Marketing estratégico. Curitiba: InterSaberes.
Zenone, L. C. (2020). Fundamentos do Marketing Estratégico. Grupo Almedina.
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Office Hours
Office Hours
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Mobility
Mobility
No
