Strategic Marketing Planning

Scholar Year: 2023/2024 - 1S

Courses

Head Teacher Responsability Mário Luís Pereira Cravidão Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 Lectures Type Teacher Classes Hours Theoretical-practical Totals 1 2,00 Mário Cravidão   2,00

Teaching language

Portuguese

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

Learning outcomes:
- To develop the capacity to analyze enterprise’s environment and market
- To apply the Marketing Mix variables in a strategic perspective
- To create an effective Strategic Marketing Plan with a market perspective

Students should develop skills related with:
- Collecting and analyzing multiple data sources
- Criticizing constructively, drawing conclusions and making strategic reach recommendations and / or operational
- Taking decisions in complex organizations and environments
- Working in group and team management
- Making decisions in complex and changing organizational environments by applying their expertise

Syllabus

1. The Value of the Strategic Marketing Planning
2. Markets and competitive environment
2.1 New strategical trends in Marketing
2.2 Needs analysis from segmentation
2.3 Attractiveness analysis
2.4 Competitive analysis
3. Market strategic segmentation
4. Target market selection and strategic positioning
5. Marketing strategy selection
6. Strategic Marketing Plan implementation
6.1 Product strategic decisions
6.2 Place strategic decisions
6.3 Price strategic decisions
6.4 Promotion strategic decisions
7. The Strategic Marketing Plan and metrics

Demonstration of the syllabus coherence with the UC intended learning outcomes

Syllabus will provide students the ability to understand the Strategic Marketing Planning value having in mind market dynamics and competitive environment (syllabus points 1, 2 and 3).
Students should be able to elaborate an effective Strategic Marketing Plan in the end (syllabus points 4, 5, 6 and 7).

Teaching methodologies

Theoretical and practical classes with:
-Teacher lectures of the main theoretical concepts illustrated with practical examples
-Case studies discussions allowing students to apply the main theoretical concepts and to share their experiences in group and in the class
-Invited guests with relevant experience in the theoretical subject, allowing the share of their professional best practices

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

Teaching methodologies are coherent with the learning outcomes:
- Methodologies based on theoretical lectures of the most relevant concepts to be illustrated in a practical way to ease students learning process
-Methodologies based on case studies solving allowing students to apply the theoretical concepts to real situations, problem solving as stimulating student’s participation, thinking, critical analysis and discussion

Assessment methodologies and evidences

Continuous assessment will be based on:
-Presentation of a group work in class with individual discussion (70%)
-Participation in the case studies discussion (30%)
Final assessment will be based on a final exam.

Attendance system

N/A

Assement and Attendance registers