Marketing Planning

Scholar Year: 2018/2019 - 2S

Courses

Head Teacher Responsability Paulo Sérgio Ribeiro de Araújo Bogas Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Paulo Bogas   2,00 Practices Totals 2 4,00 Paulo Bogas   4,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This course seeks to develop the ability to carry out a strategic and operational Marketing analysis, resulting in the development of a Marketing Plan.

It is intended that students are able to:
• Develop a marketing plan
• Conduct a marketing planning process
• Master and learn to apply analytical tools related to marketing management

Along with these specific skills, it also seeks to:
• Foster creativity and innovation
• Develop the ability to stimulate reflection and critical analysis
• Develop the ability to solve problem solving and decision make
• Develop presentation skills, oral and written expression (general and technical vocabulary)

Syllabus

I - FUNDAMENTAL CONCEPTS
1. Strategic marketing and operational marketing
2. Relationship between planning and marketing plan
3. Benefits and limitations of planning
4. Types of marketing plans
5. Structure/Components of a marketing plan
6. Stages in marketing planning
7. Control/metrics/KPIs

II - MARKETING PLANNING
1. Diagnosis of the macroenvironment
2. Diagnosis of the market and competition
3. built-in Diagnostics
4. Setting marketing objectives
5. Definition of global marketing strategies
6. Definition / strategic and operational decisions Product
7. Definition / strategic and operational communication
8. Definition / strategic and operational decisions Price
9. Definition / strategic and operational decisions for commercial distribution
10. Scheduling, Budgeting and Control

Demonstration of the syllabus coherence with the UC intended learning outcomes

In the lectures we use the lecture method for teaching, seeking to also encourage the active participation of students. Several business examples are also used in lectures.
Practical classes introduce and discuss case studies and business challenges. During practical classes the group report is also accompanied.
Both lectures and practical classes are supported by Moodle.

The consistency between the objectives and syllabus is demonstrated by the following correspondences:
- “Conducting a strategic and operational marketing” - syllabus II.1, II.2 and II.3, (ie, syllabus addressing the diagnosis of the marketing environment)
- “Conducting to the development of a Marketing Plan” - syllabus I. 1 to I. 7 (ie, contents of elementary introduction to marketing planning) and II.4, II.5, II.6, II.7, II.8, II.9 and II.10 (ie defining strategic, tactical and operational marketing plan, including scheduling, budgeting and control).

Teaching methodologies

Applied to practical cases and simulated practice.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

This course uses for teaching and learning, methodologies that foster the relationship between teacher and student (ie, stimulation of participation and practical lessons with discussion of cases). Some cases studies are Harvard Business cases, with "proven" methodologies in the teaching of management / marketing.
The focus is on autonomous work and search/discovery through the completion of a group report. Group work involves direct contact with the practical reality of a company, performing a comprehensive marketing plan.
The group presentations foster exposure capability, reasoning and teamwork.

Assessment methodologies and evidences

Continuous evaluation:
Final score = 25% Test (T) + 50% Simulated Practice (SP) + 25% Work with Poster (P).

The weighted final grade must be> = 10 values.

Minimum test score = 8 values.

Normal period exam, resource and special: 100% Written exam (no consultation)

Attendance system

NA

Assement and Attendance registers

Main Bibliography

Complementary Bibliography

Observations

NA