LO1 To know the origin and evolution of relationship marketing;
LO2 To understand the key concepts of relationship marketing in several sectors of economic activity;
LO3 To compare stage experiences, co-creation, and sustainability from previous practices in marketing;
LO4 To understand the characteristics of consumer-brand-machine relationships;
LO5 To analyse the creation, dynamics, adaptations, and ethical issues of strong relationships: love, coolness, engagement
LO6 To understand the main antecedents and consequences of Relationship Quality.

PC1 Relationship marketing: origin and evolution
PC2 From goods/services to create stage experiences
PC3 Co-creation and sustainability perspective and CRM
PC4 Consumer-brand-machine relationships
PC5 Building and maintaining strong relationships: brand love, brand coolness
PC6 Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies, and ethical issues
PC7 Antecedents and consequences of Relationship Quality

The evaluation during the semester: Presentations and Class participation (20%), Final essay (35%), Final test (45%). 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 the evaluation during the semester. Students who fail the evaluation during the semester 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] 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.

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.

Maria de Fátima Salgueiro

At the end of this curricular unit, the student must be able to:
LO1. 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.
LO2. Design a data collection instrument and discuss the use of different measuring scales.
LO3. Identify sampling and non sampling errors in the data collection process.
LO4. Define the most important concepts of univariate and multivariate statistics. Evaluate the use different statistical methods to solve marketing research problems.
LO5. 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.

PC1. Objectives of marketing research: Design of the research
PC2. Quantitative data collection processes
PC3. Random and non-random sampling methods
PC4. Sample size
PC5. Questionnaire design: Types of measurement scales
PC6. Sampling and non-sampling errors
PC7. 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

Assessment can be throughout the semester or by exam.

Assessement throughout the semester:

- 2 individual written tests (intermediate, in October, and final, 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 Assessment throughout the semester.

- 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).


Assessment by Exam (100%):
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).

Scale used: from 0 to 20.

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.

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.

LG1 - Understand the scope and depth of Innovation Management
LG2 - Analyze the articulation between Company and Brand Strategy and Innovation Strategy
LG3 - Value the management of innovations and manage and enhance creativity
LG4 - Develop the innovation strategy

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 assessment throughout the semester includes:
Written-test (Individual) - 60% (minimum grade 8,5);
Group work(s) Project - 30% (minimum grade 10);
Case study and articles - individual and/or in group - 10% (minimum grade 10).

In this system, students must attend at least 2/3 of all the classes.

For students who fail the assessment system throughout the semester or choose to take the individual Exam, the Exam will represent 100% of the final grade.