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Trends in Marketing
Scholar Year: 2023/2024 - 1S
| Code: |
MGM07 |
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Acronym: |
TM |
| Scientific Fields: |
Marketing |
Courses
Teaching language
Portuguese
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
Main objectives:
• Discuss how the contextual and competitive trends might undercover marketing opportunities
• Present methods and techniques to detect and exploit trends in marketing management
• Develop the knowledge on social, consumer and competitive trends in marketing management
• Present innovative approaches to marketing
Specific instrumental skills:
• Develop in-depth knowledge on marketing
• Learning and search of new techniques, autonomously, applied to the detection and exploitation trends
• Detect and foresight macro-trends, and purchasing and consumption trends
• Explore and apply the detected trends through innovative approaches
Interpersonal and systemic skills:
• Research and analyze information, write, present and defend ideas from various audiences, using different instruments
• Contribute in a creative and innovative perspective to the development of business initiatives
• Ability to constructively criticize, draw conclusions and make recommendations on strategic and operational issues
Syllabus
1. Concept and relevance of foresight and trendwatching in marketing management
2. Methods and techniques for trend detection and exploration
3. Macro-trends in marketing
4. Consumption and social trends
5. Developments and innovations in marketing management
Demonstration of the syllabus coherence with the UC intended learning outcomes
There is a direct correspondence between the objectives of the course and its syllabus, namely:
• Discuss how the contextual and competitive trends might undercover marketing opportunities: point 1 of the syllabus (1. Concept and relevance of foresight and trendwatching in marketing management)
• Present methods and techniques to detect and exploit trends in marketing management: point 2 of the syllabus (2. Methods and techniques for trend detection and exploration)
• Develop the knowledge on social, consumer and competitive trends in marketing management: points 3 and 4 of the syllabus (3. Macro-trends in marketing | 4. Consumption and social trends)
• Present innovative approaches to marketing: point 5 of the syllabus (5. Developments and innovations in marketing management)
Teaching methodologies
The classes will be divided in theoretical and practical content. It will be used the lecture method for teaching, and it will also be seek the active participation of students. Several business examples will be used, as well as the sharing of student’s professional experiences.
Practical classes introduce and discuss case studies.
The course and classes are supported by the Moodle online platform.
The assessment includes a Group Work (report and presentation) and a written individual test.
Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes
The course uses methodologies that foster the relationship between teacher and student, namely discussions and the stimulation of active student participation
The expository methodologies will be relevant in order to provide and support the concepts, so that a common knowledge framework might be used. The applied vision will be relevant to foster the assimilation of concepts.
This theoretical framework will support the assessment elements of the course, which involve autonomous research to be undertaken by students, including the group work and test.
It is also encouraged the research/discovery through concrete business situations and a project designed from scratch by students (group work report). The public presentations in class (eg group work) aims to develop the student’s presentation skills, reasoning and teamwork.
Bibliography
Main:
- Deloitte; Marketing Beyond, Deloitte, 2010
- Kotler, Philip; Trías de Bes, Fernando; Lateral marketing: new techniques for finding breakthrough ideas, John Wiley, 2003
- Penn, Mark; Zalesne, Kinney; Microtrends: The Small Forces Behind Tomorrow's Big Changes, Twelve, 2007
- Rasquilha, Luís; Viagem ao Futuro: A verdade sobre a Prospectiva e o Foresight; Actual Editora, 2015
- Trendwatching; 2014 Trend Report, Trendwatching; 2014
- Watson, Richard; Future vision, Scribe Publications, 2013
- Watson, Richard, Future Minds, Nicholas Brealey Dixon, 2010
Secondary:
- De Bono, E.; Os Seis Chapéus do Pensamento, Pergaminho
- Patrick, D.; Futurewise, Harpercollins, 2009
- Popcorn, F.; Marigold, Lys; The Dictionary of the Future: The Words, Terms and Trends That Define the Way We'll Live, Work and Talk, Hyperion, 2001
- Popcorn, F.; Marigold, Lys; Clicking: 17 Trends That Drive Your Business-And Your Life, Collins Business, 1998
- Rebelo, G.; Conjunturas e Tendências – Vol. 1 e Vol.2 – Uma Visão sobre Portugal, a Europa e o Mundo, Sílabo, 2009 e 2011
- Brito, C.; Lencastre, P.; Os Horizontes do Marketing, Verbo, 2012
Journal of Marketing; Journal of Marketing Theory and Practice; Journal of Marketing Management
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