Class Marketing Workshop

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

Theoretical content covered in class as a complementary means of monitoring the work to be carried out by the student:
 

• Internal and external analysis. Micro and macro environment.
• The SWOT analysis and matrix
• Market analysis and attractiveness (5 forces model)
• Growth strategy policies
• Marketing objectives
• Formulation of Marketing strategies: segmentation, selection of target segments; differentiation and positioning
• Marketing Mix (Price, Product, Distribution, Promotion)

Active learning methodologies (e.g. flipped classroom and design thinking), as a way of promoting and stimulating student engagement, in the various stages of defining and developing a Marketing Plan.

• Blowfield, Ambrose & Blowfield, Jo (2017). The Authority Guide to Writing & Implementing a Marketing Plan: A step-by-step manual to make you a smarter marketer and maximise your business profits.London: SRA Books.
• Chernev, A. (2020) The Marketing Plan Handbook, 6^th edition, Cerebellum Press
• Godin, Seth (2019), Isso é marketing: Para ser visto é preciso aprender a enxergar, Alta Books. 
• Westwood, J. (2019), How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals, Kogan Page
• Wong, H., Radel, K, Ramsaram-Fowder, R. (2017), Planos de Marketing, um Guia Prático, Editora Saraiva, São Paulo, Brasil.