-
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.
-
Class from course
Class from course
-
Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
-
Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
-
Code
Code
ULHT168-1945
-
Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
-
Professional Internship
Professional Internship
Não
-
Syllabus
Syllabus
1 Strategic marketing planning - Concept of strategy - Corporate strategies and competitive strategies 2. Strategic analysis - Macro-environment analysis - Analysing the micro-environment - Analysing the internal environment 3. Strategic formulation - Market analysis - Definition and elaboration of objectives - Market segmentation and positioning 4. Strategic marketing plan - Definition and structure - Mission and vision - Marketing mix strategies - Manoeuvre, action and contingency plan 5. Implementation and control of the marketing strategy 6. Marketing strategy evaluation
-
Objectives
Objectives
At the end of the course unit students 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; - Situate the conceptual framework of decision making in Marketing.
-
Teaching methodologies
Teaching methodologies
1. Continuous Assessment - Group project (Presentation and defence of the Marketing Plan) 50% - Individual Test (30%) - Class participation (20%) In continuous assessment, students must attend 70% of classes. A minimum mark of 7 is set in the various assessment elements. Students who finish with a mark between 8 and 9 may be considered for an oral exam. 2. Final Assessment Students who are unsuccessful in continuous assessment may take exams at the assessment times set by the institution.
-
References
References
FERRELL, O. C., HARTLINE, M. D., & HOCHSTEIN, B. W. (2022). Marketing strategy: Text and cases (Eighth edition). Cengage. KOTLER, P., ARMSTRONG, G., & BALASUBRAMANIAN, S. (2024). Principles of marketing (Nineteenth edition, global edition). Pearson. LINDON, D.; LENDREVIE, J.; LÉVI, J.; DIONÍSIO, P. & RODRIGUES,V. (2015) Mercator da Língua Portuguesa: Teoria e prática do Marketing (16a Edição). Publicações Dom Quixote. MAÇÃES, M. (2019). Marketing Estratégico. Conjuntura Actual Editora MCDONALD, M., & WILSON, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.
-
Assessment
Assessment
1. Avaliação Contínua
A avaliação é contínua e inclui os seguintes elementos:
Descrição
Data limite
Ponderação
Teste Individual: Exercício de avaliação em aula
13-10-2025
30%
Projeto de Grupo: Desenvolvimento de plano de marketing estratégico
15-12-2025
50%
Participação e Assiduidade: Participação, assistência a aulas e exercícios em aula
--
20%
Em avaliação contínua, os estudantes deverão comparecer a 70% das aulas.
É estabelecida uma nota mínima de 7 nos diversos elementos de avaliação.
Os/As estudantes que terminem com uma nota entre 8 e 9 valores podem ser considerados para exame oral.
2. Avaliação Final
Os/As estudantes que não tenham sucesso na avaliação contínua podem realizar exame nas épocas de avaliação definidas pela instituição.
//
1. Continuous Assessment
Assessment is continuous and includes the following components:
Description
Deadline
Weighting
Individual Assignment: Assessment exercise in class
13-10-2025
30%
Group Project: Development of a strategic marketing plan
15-12-2025
50%
Participation and Attendance: Participation, attendance at classes and exercises in class
--
20%
In continuous assessment, students must attend at least 70% of classes.
A minimum grade of 7 is required in each component.
Students finishing with a final grade between 8 and 9 may be considered for an oral examination.
2. Final Assessment
Students who are not successful in continuous assessment may take the final exam during the official examination periods defined by the institution.
-
Mobility
Mobility
No
