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Presentation
Presentation
This module aims to consolidate and deepen the application of the knowledge acquired in the modules within the Marketing and Communication subject area, through problem-solving in a context closely resembling the business world. Based on a predominantly practical methodology, the seminar promotes the development of analytical, diagnostic, planning and decision-making skills in Marketing, through case discussions, the use of a marketing management simulator and the development of a marketing plan. The module establishes a link between the theoretical knowledge acquired throughout the degree programme and its application in organisational contexts, promoting an integrated approach to the strategic, operational and analytical dimensions of marketing.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 12
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Year | Nature | Language
Year | Nature | Language
3 | Optional | Português
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Code
Code
ULHT168-7534
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Sim
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Syllabus
Syllabus
Strategic diagnosis of organisations. Internal and external analysis of national and international markets. Assessment of market attractiveness and competitiveness. Marketing decision-making. Segmentation, targeting and positioning. Development of the marketing mix. Strategic and operational marketing planning. Market simulation and decision-making in a competitive environment. Development of an applied marketing plan.
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Objectives
Objectives
By the end of the module, students should be able to: * Apply methodologies and tools for strategic marketing analysis. * Identify problems and opportunities in different market contexts. * Interpret market information and support marketing decisions based on evidence. * Develop segmentation, positioning and marketing mix strategies appropriate to organisational objectives. * Draw up and present a structured marketing plan for national or international markets. * Use business simulation tools to support the decision-making process. * Demonstrate the ability to work in a team, communicate technically and think critically when solving marketing problems.
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Teaching methodologies
Teaching methodologies
In the Marketing Plan development module, the Project-Based Learning (ProjectBL) methodology is adopted, through which students, organised into teams, develop a practical project for an organisation, integrating the different stages of the marketing planning process. In the business simulation module, the Simulation-Based Learning (SBL) methodology is used, utilising the Marketplace marketing management simulator. In this competitive environment, students make strategic decisions, analyse their impacts and continually adjust their actions based on the results obtained, thereby developing analytical, decision-making and management skills within a simulated context. The combination of these methodologies brings the teaching and learning process closer to professional marketing practices, promoting experiential, participatory learning focused on solving real-world challenges.
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References
References
Aaker, D. A., & Moorman, C. (2024). Strategic Market Management (12th ed.). Wiley. Chernev, A. (2025). Strategic marketing management - the framework, 10th edition. Cerebellum Press. Harhut, N. (2022). Using behavioral science in marketing: Drive customer action and loyalty by prompting instinctive responses. Kogan Page. Kingsnorth, S. (2025). Digital marketing strategy: An integrated approach to online marketing. 4th edition. Kogan Page. Kotler, P., Keller, K. L., & Chernev, A. (2025). Marketing Management: Global Edition (17th ed.). Pearson. Maçães, M. A. R. (2024). Do Marketing Tradicional ao Marketing Digital: Uma Visão Estratégica. Actual Editora Moerloose, C., & Lambin, J.J. (2025). Marketing stratégique et opérationnel: La démarche marketing dans une perspective responsable 11th edition. Dunod Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics. 2nd edition. Bloomsbury Academic.
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Assessment
Assessment
A avaliação contínua integra duas componentes:
1. Plano de Marketing (50%) - Desenvolvimento, em grupo, de um plano de marketing aplicado a uma organização, incluindo a discussão de estudos de caso e a apresentação dos resultados obtidos.
2. Simulação de Marketing (50%) - Avaliação do desempenho dos estudantes nas atividades desenvolvidas através do simulador de Marketing Marketplace(r). A simulação decorre ao longo de seis etapas, realizadas em contexto de aula, durante as quais os grupos competem entre si através da tomada sucessiva de decisões estratégicas. A classificação desta componente resulta da ponderação entre o desempenho obtido no simulador (40%) e uma apresentação oral final (10%), na qual cada grupo analisa criticamente a estratégia adotada, os resultados alcançados e as decisões tomadas ao longo da simulação.
Para efeitos de avaliação contínua, os estudantes deverão participar nas seis etapas da simulação. A ausência a qualquer uma destas etapas implica uma penalização de um valor na classificação desta componente.
A realização da avaliação contínua pressupõe uma assiduidade mínima de 70 % das aulas lecionadas.
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Mobility
Mobility
No
