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Services Marketing 2017/2018

  • 5 ECTS
  • Taught in Portuguese
  • Continuous Assessment

Objectives

The student should be able to:
1-Analyze Marketing problems and propose solutions.
2-Know how to define a marketing strategy according to the business strategy.
3-Be able to articulate strategic marketing options in the implementation of operational marketing action.
4-Understand the concept of Brand and integrate it into the Marketing strategy.
5-Identify the steps for the preparation of the Marketing Plan

Recommended Prerequisites

N.a.

Teaching Metodology

Expositive method for presentation of the programmatic contents.
Application of demonstrative and active methods with analysis of real situations and discussion in the classroom.
Discussion of the works presented by the students, indicating the strengths and areas to be improved in
future works.

Body of Work

1. Introduction to the concept of marketing.
2. The evolution of marketing and marketing of services.
3. Organizational framework of the Marketing function.
4. Tactical and Strategic Marketing.
5. Knowledge of customers and competition.
6. Brand concept.
7. Marketing-Mix.
8. The great strategic options: segmentation, positioning, differentiation.
9. The Marketing Plan.

Recommended Bibliography

Kotler, Philip. Kartajajaya, Hermawan.Setiawan,Iwan (2017), Marketing 4.0,Conjuntura Atual editora.
Marques, Vasco(2014), Marketing Digital 360,Conjuntura Atual editora.
BRITO, Carlos e LENCASTRE, Paulo (org), Novos Horizontes do Marketing (2014), Publicações D. Quixote
KOTLER, Philip, KELLER, Kevin (2011), Marketing Management, 14th edition, Prentice Hall
Mercator da Língua Portuguesa – Teoria e Prática do Marketing, vários autores, 2015
Lencastre,Paulo (2005). O livro da marca. Dom Quixote.

Complementary Bibliography

David Aaker, Joachimsthaler (2007). Liderança de Marca, Publico-Comunicação.
KOTLER, Philip (2010), Marketing para o Séc. XXI, 6ª edição, Editorial Presença
KOTLER, Philip, KARTAJAYA, H., SETIAWAN, I. (2010), Marketing 3.0 - from products to Customers to the Human Spirit, Wiley

Weekly Planning

1. Introduction to marketing concept.
2. The evolution of marketing.
3. Organizational framework of the Marketing function.
4. Tactical and Strategic Marketing. Knowledge of customers and competition.
5. Brand concept.
6. The main variables of Marketing-Mix: Product, Price, Distribution, Communication, People, Processes,
Physical Environment, Brand.
7. The main variables of Marketing-Mix: Product, Price, Distribution, Communication, People, Processes,
Physical Environment, Brand.
8. The great strategic options: segmentation, positioning, differentiation.
9. The Marketing Plan.
10.The Marketing Plan.
11. Marketing Plan.
12. Presentation of works.
13. Presentation of works.
14. Presentation of works.
15. Evaluation.

Demonstration of the syllabus coherence with the curricular unit's objectives

The content 1 contributes to achieving learning objectives (1) Content 2 contributes to achieving learning objectives (1,2) Content 3 contributes to achieving learning objectives (2) Content 4 contributes to achieving learning objectives (2) Content 6 contributes to achieving learning objectives (4) Content 7 contributes to the achievement of learning objectives (2,3) , 5) content 8 contributes to the achievement of learning objectives (3.5) content 9 contributes to achieving learning objectives (5)

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The expository method and the application of active and demonstrative methods allow students to familiarize themselves with the concepts and tools presented and their application to real marketing problems. In addition, by fostering the analysis and discussion of problems in the classroom and by valuing autonomous processes of learning and research, the teaching methodology develops the students' critical analysis and argumentation skills.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledge  
Adapting to new situations  
Analytical and synthetic skills  
Creativity  
Cultural awareness  
Event organization, planning and management  
Initiative and entrepreneurship capability  
Problem Analysis and Assessment  
Problem-solving  
Relating to others  
Understanding multiculturalism and valuing diversity  
Working in international context  
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