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Presentation
Presentation
The Strategic Marketing course unit is grounded in the understanding and assessment of the importance of strategic thinking and decision-making processes in marketing. Faced with a problem, students analyse the context, choose an orientation and justify that choice. This strategic reasoning is organised around a pedagogical principle that runs through the whole semester - diagnose, decide, position, create value, guide action and evaluate - and translates into a working path that leads students from the marketing problem to the objective, from the objective to the strategy, from the strategy to the tactic, from there to the action and finally to the metric by which results are assessed.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULP1652-1945
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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 - Concept of strategy - Corporate strategies and competitive strategies 2. Strategic analysis - Macro-environment analysis - Analysing the micro-environment - Analysing the internal environment 3. Strategic formulation - Market analysis - Definition and elaboration of objectives - Market segmentation and positioning 4. Strategic marketing plan - Definition and structure - Mission and vision - Marketing mix strategies - Manoeuvre, action and contingency plan 5. Implementation and control of the marketing strategy 6. Marketing strategy evaluation
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Objectives
Objectives
At the end of the course unit students 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; - Situate the conceptual framework of decision making in Marketing.
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Teaching methodologies
Teaching methodologies
The course unit will be conducted through a project-based learning (PBL) methodology. This pedagogical approach is student-centered and promotes the development of skills through practical and interdisciplinary projects. Students will be challenged to solve fictitious problems inspired by real situations, applying theoretical concepts in practical contexts. The methodology also involves developing skills such as collaboration, autonomy and critical thinking, while encouraging research, creativity and decision-making, in order to prepare students for future challenges in professional contexts.
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References
References
FERRELL, O. C., HARTLINE, M. D., & HOCHSTEIN, B. W. (2022). Marketing strategy: Text and cases (Eighth edition). Cengage. KOTLER, P., ARMSTRONG, G., & BALASUBRAMANIAN, S. (2024). Principles of marketing (Nineteenth edition, global edition). Pearson. LINDON, D.; LENDREVIE, J.; LÉVI, J.; DIONÍSIO, P. & RODRIGUES,V. (2015) Mercator da Língua Portuguesa: Teoria e prática do Marketing (16a Edição). Publicações Dom Quixote. MAÇÃES, M. (2019). Marketing Estratégico. Conjuntura Actual Editora MCDONALD, M., & WILSON, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.
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Assessment
Assessment
1. Avaliação Contínua
A avaliação é contínua e inclui os seguintes elementos:
Descrição
Data limite
Ponderação
Projeto de Grupo: Simulação Estratégica
12-10-2026
30%
Prova Oral Individual 09-11-2026 25% Projeto de Grupo: Resposta a Situação de Crise
14-12-2026
30%
Participação e Assiduidade: Participação, assistência a aulas e exercícios em aula
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15%
Em avaliação contínua, os estudantes deverão comparecer a 70% das aulas.
É estabelecida uma nota mínima de 7 nos diversos elementos de avaliação.
Os/As estudantes que terminem com uma nota entre 8 e 9 valores podem ser considerados para exame oral.
2. Avaliação Final
Os/As estudantes que não tenham sucesso na avaliação contínua podem realizar exame nas épocas de avaliação definidas pela instituição.
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1. Continuous Assessment
Assessment is continuous and includes the following components:
Description
Deadline
Weighting
Group Project: Strategic Simulation Project 12-10-2026 30% Individual Oral Examination
09-11-2026
25%
Group Project: Crisis Response Project
14-12-2026
30%
Participation and Attendance: Participation, attendance at classes and exercises in class
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15%
In continuous assessment, students must attend at least 70% of classes.
A minimum grade of 7 is required in each component.
Students finishing with a final grade between 8 and 9 may be considered for an oral examination.
2. Final Assessment
Students who are not successful in continuous assessment may take the final exam during the official examination periods defined by the institution.
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Mobility
Mobility
No
