Class Marketing Workshop

Curricular unit for practical application of Marketing tools for strategic and operational planning.

Within the scope of the elaboration of the assessment work of the atelier, the theoretical contents discussed in class and accompaniment to the work to be developed by the student are presented.
 

1. Internal and external analysis. micro and macro environment – PESTLE analysis
2. SWOT analysis and matrix – TOWS matrix
3. Market analysis and attractiveness (5 forces model) Growth strategies
4. Marketing objectives
5. Formulation of Marketing strategies: differentiation and STP Model
6. Marketing Mix (Price, Product, Distribution, Promotion)

Active learning methodologies (eg flipped classroom and design thinking), in addition to individual and group participation in a forum, for presentation and discussion of current topics related to Marketing.

• Westwood, J., (2019). How to Write a Marketing Plan. Elsevier, Kogan page
• Chernev, A., (2019). Strategic marketing management: the framework. Chicago: Northwestern University. 
• Kreutzer, Ralf T., (2019), Toolbox for Marketing and Management – Creative Concepts, Forecasting Methods and Analytical Instruments, Berlin, Springer
• Chernev, A., (2017). The Marketing Plan Handbook (5th Edition). Chicago: Cerebellum Press
• McDonald, Malcolm and Wilson, Hugh (2016). Marketing Plans: How to Prepare Them, How to Use Them, (8ª ed.). West Sussex, Wiley.
• Dib, A., (2021), O plano de Marketing de 1 página, Lisboa, Editora Self