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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
Teaching methodologies
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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Assessment
Assessment
1.Época - Avaliação Contínua
1.1. Teste Escrito Individual (20 valores, peso 40%).
1.2. Atividades em sala de aula: Cada atividade em grupo (resolução de problema de marketing estratégico) tem um peso de 10%, totalizando 30%.
1.3. Defesa do Plano de Marketing Estratégico em grupo (20 valores, peso 30%). Entrega por Moodle conforme data a ser acordada. (apresentações conforme cronograma).
2. Época de Avaliação de Recurso - Exame de Recurso Escrito (100%).1. Season - Continuous Assessment
1.1. Individual Written Test (20 points, weight 40%).1.2. Classroom Activities: Each group activity (strategic marketing problem solving) has a weight of 10%, totaling 30%.
1.3. Defense of the Strategic Marketing Plan in a group (20 points, weight 30%). Delivery by Moodle according to date to be agreed. (presentations according to schedule).
2. Examens Evaluation Season - Written Examen Examination (100%).
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Mobility
Mobility
Yes
