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Presentation
Presentation
The objective of this course unit is to develop in the student technical reasoning skills in Marketing environments. As it is a seminar, it has a strong practical component through the carrying out of work, in groups and individually, where theoretical knowledge acquired in the subjects indicated above as recommended is applied, as well as that learned through the analysis of case studies.
In one of the works developed by the students, a Marketing simulator is used, which recreates a market. This resource allows the student to perform operations related to data analysis and decision-making processes.
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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
The works to be developed focus on the following themes:
- Internal/external analysis audits;
- Perception of market dynamics and attractiveness elements;
- Decision in Marketing environments;
- Segmentation;
- Positioning;
- Marketing Mix
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Objectives
Objectives
The objective of the course is to provide students with a Marketing practice through operations related to information analysis, needs recognition, decision process and implementation of actions. It is intended that this practice is allocated to the theoretical knowledge previously acquired in the course. Thus, the student will have the opportunity to live with the process of developing a Marketing strategy in an environment of competition between the groups created within the class. To achieve the aforementioned, a Marketing simulator is used that recreates a market in which the only players with interference in it are the groups made up in the class;
Finally, it is intended that students who successfully complete the course may be able to carry out the practical application of tools and instruments associated with Marketing, Management and Communication.
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Teaching methodologies and assessment
Teaching methodologies and assessment
The course uses a management simulator applied to Marketing where the student develops a strategy for an organization.
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References
References
Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. John Wiley & Sons.
Chernev, A. (2019). Strategic marketing management - the framework, 10th edition. Cerebellum Press.
Fahy, J., & Jobber, D. (2019). Foundations of Marketing. London: McGraw Hill Education.
Harhut, N. (2022). Using behavioral science in marketing: Drive customer action and loyalty by prompting instinctive responses. Kogan Page.
Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page.
Kotler, P., & Keller, K. (2021). Marketing Management, Global Edition (16th ed.). Pearson Education.
Moerloose, C., & Lambin, J.-J. (2021). Marketing stratégique et opérationnel: La démarche marketing dans une perspective responsable.
Palmatier, R. W., & Sridhar, S. (2021). Marketing strategy: Based on first principles and data analytics (2.a ed.). Bloomsbury Academic.
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Office Hours
Office Hours
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Mobility
Mobility
No
