Marketing

At the end of this course, students should: [LG1] Be aware of the foundations of consumer behavior; [LG2] Understand the internal influences of decision-making; [LG3] Predict how consumers buy and use products; [LG4] Understand consumers in their social and cultural setting; [LG5] Understand the role of social media in shaping how marketers respond to consumers; [LG6] Identify the main steps of a marketing research study

1. Buying, Having, and Being
2. Consumer, Sustainability and Social Well-Being
3. Perception
4. Learning and Memory
5. Motivation and Affect
6. The Self: Mind, Gender, and Body
7. Personality, Lifestyles, and Values
8. Attitudes and Persuasive Communications
9. Decision Making Process
10. Buying, Using and Disposal
11. Groups and Social Media
12. Income and Social Class
13. Cultures and Subcultures
14. Marketing Research and Decision Making

[I] Periodic assessment (minimum 2/3 attendance) - (1) Attendance 10%; (2) Discussion/Class Activities - Case Studies and Group Discussions (every week) 10%; (3) Student Presentation (Group Project)* 30%; (4) Final Exam* 50%
Working students should contact the course coordinator in the first class if they intend to replace the assessment of criteria (1) and (2) (by regular quizzes).
[II] Final exam* 100%
minimum grade = 10.

After studying the Marketing Strategy Program, students should be able to:
LG1.Describe the marketing process and the forces that influence it
LG2.Develop the three steps of strategic marketing
LG3.Explain how companies identify attractive market segments and choose a market-coverage strategy
LG4.Discuss how companies position their products for maximum competitive advantage in the marketplace
LG5.Understand the tactical tools that marketers use to implement their strategies (Marketing-Mix)

P1. Understanding Marketing and the Marketing Process
P2. Strategic Planning and the Marketing Process (Portfolio Analysis)
P3. The Marketing Environment
P4. From Consumer to Marketing Strategy
P5. Developing Marketing Strategy and the Marketing Mix
P6. New Trends in Marketing

Regular Season: periodic assessment, min 2/3 attendance. a)Individual Exam 50%;b) Team or individual exercises 50%. Minimum grade 7,5 in each assessment. Min. final score 10 points for approval. Students who choose only the individual exam, min 10p. and the exam accounts 100% for final grade. Re-sitting: Students who fail in the regular season or wish to improve their grade. Exam accounts 100% for final grade, minimum score 10p. There is no oral evaluation for improving the grade.

1. Identify the distribution functions of the main activity sectors
2. Apply the Model of Economic profitability of the retail
3. Identify new trends of retail formats
4. Integrate the physical and electronic distribution
5. Draw distribution channels for a company
6. Identify the sources of conflict and cooperation between producers and distributors

1. Marketing Channels: Structure, Functions and Relationships
2. Retail Business:
2.1.International Formats;
2.2.Retail Business - Portuguese Evolution.
2.3.Retail Marketing Strategy
2.4.Model of Economic profitability
3. Retail Business Operations
4. Retail and Distribution Trends
5. Electronic Channels
6. Channel Strategy:
6.1.Vertical Integration;
6.2.Horizontal Approach;
7. Category Management;
8. Managing Marketing Channels:
8.1. Conflicts
8.2. E.C.R

Class participation - 20%+Group assignement - 30%+Exam -50%
(Each component must have a minimum score of 8,5/20)
Rate of attendance (minimum): 80%
Students that fail in the regular grading system have 2 additional moments to pass: first and second exams, each worth 100% of the final grade, minimum score 10 points.

At the end of this learning unit's term, the student must be able to:
LG1= Understand and critically analyze the main concepts and theories of marketing communications.
LG2= Implement these concepts in designing the communications strategies and tactics that are able to solve marketing problems.
LG3: Develop critical thinking regarding communications strategies
LG4= Elaborate a creative integrated marketing communications plan.

1- Develop knowledge over the main marketing communication tools
2- Develop the communication briefing and critical thinking about its execution.
3- Develop skills in creating and interpreting the media briefing.
4 ? Gain knowledge and develop application skills of the main media metrics
5- Develop a broad understanding towards the communication mix: tools and criteria for selection.

The evaluation takes place in Regular and Re-sitting periods. In the regular season must have a minimum of 80% attendance and will be evaluated as follows: Written Test 50% (minimum 9.5); Group work projects 40%; Individual Evaluation 10%.

At the end of this course, students should:
LG1 - Understand scope of Brand Management
LG2 - Co-ordinate Business and Brand Strategy
LG3 ? Market Analysis, Manage and stimulate Creativity

P1. Introduction and branding history
P2. Branding today ? definition and scope
P3. Creation of leading brands:
a) Stage 1 ? Understanding
b) Stage 2 ? Strategy and Brand Idea
c) Stage 3 ? Expression
d) Stage 4 ? Applications
P4. Project

The periodical evaluation method requires a minimum class attendance of 60% and: A group assignment with a weight of 35%; Participation - 15% An individual test, with a weight of 50% and a minimum grade of 8 points. Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component. There is no oral evaluation for improving the grade. Work groups of 5-7 students.

At the end of this learning unit's term, the student must be able to:
1.Identify and define the most important concepts related to data collection methods. Design a data collection process, in order to obtain relevant information for decision making in Marketing.
2.Design a data collection instrument and discuss the use of different measuring scales.
3.Identify sampling and non sampling errors in the data collection process.
4.Define the most important concepts of univariate and multivariate statistics. Evaluate the use different statistical methods to solve marketing research problems.
5.Use multivariate statistical methods (with statistical software) to develop and implement marketing segmentation and positioning strategies. Compare and choose the best methodological options in terms of a specific scientific research problem.

1. Objectives of marketing research: Design of the research
2. Quantitative data collection processes
3. Random and non-random sampling methods
4. Sample size
5. Questionnaire design: Types of measurement scales
6. Sampling and non-sampling errors
7. Data preparation and statistical data analysis
7.1 Exploratory descriptive data analysis
7.2 Statistical inference: confidence intervals and parametric and non-parametric hypotheses tests
7.3 Multivariate analysis
7.3.1 Multiple linear regression model
7.3.2 Principal components analysis
7.3.3 Cluster analysis

Periodic evaluation:
- 2 individual written tests (in October and in December, weighting 20% and 30% of the final mark, respectively). No test grade can be lower than 8.5 (out of 20) for the student to remain in Periodic Evaluation;
- 2 pieces of coursework (a class presentation in October and a written report handed in during the last week of November, weighting 20% and 30% of the final mark, respectively);
- students' attendance of at least 2/3 of the classes;
- approval is obtained with a final average grade of at least 10 (out of 20).

Exam Evaluation:
Exam with a written part (50%) and a computer data analysis part (50%). Minimum grade for each part 8.5 (out of 20). Approval is obtained with a final average grade equal to or higher than 10 (out of 20).

- Diagnose and propose solutions to problems of Commercial animation, mainly in the training and motivation of a sales team;
- Develop a project on an innovative theme applied to a specified commercial activity;
- Conduct presentations of the projects, communicating: the main ideas for the subject proposed, the different problems founded and the main solutions proposed.
- Participate in discussion about cases and companies situations

1. INTRODUCING SALES FORCE MANAGEMENT
- Main Goals of an organization. Relation between Marketing and Sales Force Management.
- Development of Marketing and Sales department.
- Relationship Sales Model
2. SALES FORCE ANIMATION
2.1 Training and Coaching a Sales Team
- Integration Plan
- Main goals
- Formal training Plan
- Evaluation and Control of a training plan
2.2 MOTIVATION OF A SALES TEAM
- Main elements of motivation, behavioral concepts of motivation
- Motivational mix
- Sales Meetings
- Developing a carrer plan
- Sales Games and activities
3. COMMERCIAL NEGOTIATION
- What is, Why and its importance in the actual Sales Force Management. Profile of a sales negotiator.
- Main Phases of a Win/win negotiation
- How to control a sales negotiation

The periodic evaluation system includes:
- Participation in class (10%)
- Group Projects (40%)
- Final exam (50%)

The students with a final grade above 16 may have an additional examination.

At the end of this course, students should:

LG1 - Understand scope of Innovation Management

LG2 - Co-ordinate Innovation Strategy with Business and Brand Strategy
LG3 - Manage the Innovation Process and stimulate Creativity

Introduction to Innovation and Creativity in Marketing
• Definition, types and dimensions of innovation

Competing through innovation
• Developing an Innovative Offering

Innovation strategy
• Company’s innovation Potential
• Types of innovation

Opportunity
• Opportunities selection
• ECV probability tree
• Risk-reward diagram

Idea
• Idea generation
• Creativity-generating techniques

Development
• Concept development
• Assessing the risk
• The stage-gate process

Testing
• Testing sequence: alpha, beta and gamma
• Prototyping and minimum-valuable product (MVP)

Introduction into market
• Plan the introduction
• Development of contingency plans
• Diffusion

Embracing Innovation and Creativity in Business
• What are the next techs’ in MarTech?
• The New Customer Experience (CX)
• Reimagine business with new technologies

The periodic evaluation system: Case study and articles - individual and/or in group (15%); Final Project - in group: (35%); Exam - individual (50%). Minimum grade in any of the components - 7.5 values
This global grading system requires attendance to classes of at least 2/3. If not, the student will be automatically excluded from the periodic evaluation.
Students failing the periodical evaluation can go to the first and second sit, each worth 100% of the final grade, minimum score of 9.5.

At the end of this course, students should:
LG1: Understand scope of Digital and Social Media Marketing
LG2: Understand how to co-ordinate Business Strategy with Digital and Social Media Marketing
LG3: Understand the available digital marketing and social media tools and how to use them in a creative way
LG4: Encourage discussion and learning of topics related to sustainable business.

PC1 - Introduction to Digital Marketing
PC2 - Digital Marketing Strategic Concepts
PC3 - Digital Marketing Tools
PC4 - Online Consumer Engagement
PC5 - E-Commerce and Digital Presence Online
PC6 ? Digital Marketing Communication and Digital Channels
PC7 ? Social Media Marketing
PC8 ? New Trends in Digital and Social Media Marketing

Student should acquire analytical, information gathering, written and oral communication skills and the following learning methodologies (LM) will be used:
1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of business cases.
3. Active, with the realization of company projects.
4. Self-study, related with autonomus work by the student.
5. A collaboration with an international school in COIL will be introduced.

|

Periodic evaluation:Participation in class(10%);Group Works: (40%);Final exam(50%).Minimum grade in any components is 9,5 values
This grading system requires a rate of attendance to classes of at least 80%.
Students that do not meet the minimum attendance in the periodic evaluation have an exam: 100% of the grade
Falling in the regular grading system or try to improve their grade have the re-sitting exam:100% of the final grade

LG1 To know the origin and evolution of relationship marketing;
LG2 To understand the key concepts of relationship marketing in several sectors of economic activity;
LG3 To compare stage experiences, co-creation, and sustainability from previous practices in marketing;
LG4 To understand the characteristics of consumer-brand relationships;
LG5 To analyse the creation, dynamics, adaptations, and ethical issues of strong relationships: love, coolness, engagement
LG6 To understand the main antecedents and consequences of Relationship Quality.

CP1 Relationship marketing: origin and evolution
CP2 From goods/services to create stage experiences
CP3 Co-creation and sustainability perspective and CRM
CP4 Consumer-brand relationships
CP5 Building and maintaining strong relationships: brand love, brand coolness
CP6 Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies, and ethical issues
CP7 Antecedents and consequences of Relationship Quality

The periodic evaluation: Presentations and Class participation (20%), Final essay (45%), Final test (35%). Each of the components has a minimum of 7.5 values. Attendance of not less than 2/3, otherwise the student will automatically be out of periodic evaluation. Students who fail in regular assessment have the 1st exam and the exam of appeal, where the test represents 100%, minimum score 9.5.

At the end of this course, students should:
LG1.Identify a wide range of topics on future trends which will have important implications in the area of marketing;
LG2. Analyse emerging concepts, techniques and tools in the current paradigm in the study area and in marketing decision;
LG3. Crically analyse thinking and decision process, reacting and anticipating the future in search of sustainable competitive advantages to organizations.

P1. Trends relating to the environment of Marketing
P2. Social values that influence consumer behavior, systems
P3. Trends in marketing programming
P4. Critical assessment of trends in the politics of the product, branding and packaging
P5. Critical aspects in the policy of price, communication integrated marketing, management, sales and distribution
P6. Trends in strategic thinking of marketing
P7. New systems of marketing planning
P8. Strategies of added value in marketing plan
P9. Analysis of emerging trends and new paradigms in the area of global marketing (eg: individualism overall)
P10. Specific Discussions on areas of exploration of trends in other strategic issues (eg: management of marketing based processes, pure management concept and performics)
P11. Discussions on other areas of operating trends in specific sectors of economic activity

Student should acquire analytical, information gathering, written and oral communication skills.Learning methodologies(LM):
1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of business cases.
3. Active, with the realization of company projects.
4. Self-study, related with autonomus work by the student, as is contemplated in the Class Planning.
The work groups for project preparation must include 3 to 5 students

|

The continuous evaluation: 45% groupwork; 50% exam; 5% attendance. This grading system requires a minimum of 9.5 in the exam and a rate of attendance to classes of at least 2/3. If not, the student will be automatically excluded from this evaluation scheme. Students that fail off the continuous grading will have an exam which will account for 100% of the final grade. It is mandatory that they let the professor know in advance. Students with special status as working students should contact the professor in case of not being able to attend all classes.

At the end of this curricular unit, students should be able to:
LG1 - Define a research problem and research objectives and select appropriate research methods
LG2 - Formulate research hypothesis and select and relevant research variables aimed at hypothesis testing
LG3 - Conduct literature searches in order to maximize relevance and reliability
LG4 . Write a research project using a scientific style

PC1 - Introduction - diferences between Scientific and common sense knowledge
PC2 - Major research processes
o Research phases
o Literature review
o Problem formulation
o Defining research objectives
o Conceptualizing variables and their relations
PC3 - Data gathering
o Data gathering techniques
o Secondary information analysis
o Doing research in organizational settings
PC4 - Report organization and writing

- Class Participation: 30%
- Project: 70%
Students under the Intern regulation for students with special statutes should contact the Curricular Unit professor or Coordinator during the first week of classes of each semester to allow for framing of learning processes and evaluation of the UC.

1. Define a scientific problem and its relevance;
LO2. Define research goals and possible hypothesis;
LO3. Produce a literature review supporting the dissertation main problem;
LO4. Apply the methodologies more suitable to data collection and analysis;
LO5. Critical reflexion sustained on theoretical frameworks and empirical results.

P1. Writing the introduction and abstract;
P2. Definition of a research problem;
P3. Definition of research goals;
P4. Literature review;
P5. Defining hypothesis;
P6. Data collection methods;
P7. Data analysis methods;
P8. Writing conclusions and defining new research paths;
P9. Recomendations and Implications in academic and practical terms.

- Written presentation of the thesis
- Oral presentation with the synthesis of the thesis followed by a public defense with a jury

LO1. Diagnose a organizational environment and internal problem that needs a management intervention;
LO2. Produce a literature review supporting an applied project;
LO3. Define the project phases;
LO4. Define actions for that implementation program.

P1.Brief organisational diagnosis
P2.Diagnosis of organizational environment and of a specific organizational problem
P3. Applied literature review
P4. Definition of a intervention project or synthesis of a case and possible solutions
P5. Evaluation of impacts and possibilities of control of results

-Written presentation of the project
-Oral presentation with the synthesis of the project followed by a public defense with a jury.