Strategic Marketing

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.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português

Code

ULP1652-1945

Recommended complementary curricular units

Operational Marketing

Professional Internship

Não

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

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.

Teaching methodologies and assessment

1. Continuous evaluation

- Final test (50%)

- Presentation and defense of the Marketing Plan (30%)

- Practical work (20%)

2. Final Evaluation

Students who are unsuccessful in continuous assessment can take exams during the assessment periods defined by the institution.

References

FERREL, O. e HARTLIN, M. (2011). Marketing Strategy, Fifth Edition. South-Western: Cengage Learning

KOTLER, P. e ARMSTRONG, G. (2017). Principles of Marketing, 17th edition. Prentice Hall Europe. 

LINDON, D.; LENDREVIE, J.; LÉVI, J.; DIONÍSIO, P. & RODRIGUES,V. (2015) Mercator da Língua Portuguesa: Teoria e prática do Marketing (16a Edição). Lisboa: Publicações Dom Quixote.

MAÇÃES, M. (2019). Marketing Estratégico. Lisboa: 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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