2023
Marketing II
Name: Marketing II
Code: GES02330L
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area:
Management
Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial
Sustainable Development Goals
Learning Goals
By the end of this module students should have developed the following specific skills:
* To have a set of notions about the branding and operational marketing
* Know how to define the marketing-mix policy;
* Be able to design a marketing plan.
By the end of this module students should have developed the following core skills:
* Teamwork ability;
* Decision-making and problem solving capability;
* Capacity for abstraction, intuition, creative and critical thinking.
* Oral and writing skills in the transmission of ideas and information;
* Ability to interpret information.
* To have a set of notions about the branding and operational marketing
* Know how to define the marketing-mix policy;
* Be able to design a marketing plan.
By the end of this module students should have developed the following core skills:
* Teamwork ability;
* Decision-making and problem solving capability;
* Capacity for abstraction, intuition, creative and critical thinking.
* Oral and writing skills in the transmission of ideas and information;
* Ability to interpret information.
Contents
1 - The Marketing Plan
2 - Brand Management
2.1. Brand concept and functions
2.2. Brand Identity types
2.3. Brand identity management
3 - Product
3.1 The role of product in the marketing mix
3.2 New product development
3.3 The product life cycle
3.4 Product-mix
4 - Price
4.1. The role of price in the marketing mix
4.2. Price management
4.3. Final price definition
5 - Distribution
5.1. The role of distribution in the producer?s marketing mix
5.2. Distribution functions
5.3. Distribution channels
5.4. The marketing policy of distributors
5.5. Remuneration of distribution
5.6. The sales force
6 - Communication
6.1.The role of communication in the marketing mix
6.2. Concept and functions of communication
6.3. Communication-Mix
6.4. Media Strategy and Planning
2 - Brand Management
2.1. Brand concept and functions
2.2. Brand Identity types
2.3. Brand identity management
3 - Product
3.1 The role of product in the marketing mix
3.2 New product development
3.3 The product life cycle
3.4 Product-mix
4 - Price
4.1. The role of price in the marketing mix
4.2. Price management
4.3. Final price definition
5 - Distribution
5.1. The role of distribution in the producer?s marketing mix
5.2. Distribution functions
5.3. Distribution channels
5.4. The marketing policy of distributors
5.5. Remuneration of distribution
5.6. The sales force
6 - Communication
6.1.The role of communication in the marketing mix
6.2. Concept and functions of communication
6.3. Communication-Mix
6.4. Media Strategy and Planning
Teaching Methods
In this course the following methodologies will be applied:
* Teaching sessions of 2x2 hours per week with a combination of theory and practice
* Indication of readings, for each teaching session;
* In resolution and discussion of case studies and exercises;
* use of e-learning platform in order to establish better and continuous communication and interaction with students;
* Film viewing related to the topics studied.
* Group essay: Elaboration of a marketing plan (for a real or simulated situation) (TG1 -30%) with 3 in-class (AP1 a 3) presentation and discussion (5% cada);
*5 group work (TGS1 to 5) in the classroom (5%cada)
* Written exam with access to the reading materials.
Continuous evaluation
* Final grade=30% TG1+5%AP1+5%AP2+5%AP3+5%TGS1+5%TGS2+5%TGS3+5%TGS4+5%TGS5+30% test
Final evaluation
Final grade=5%TGS1+5%TGS2+5%TGS3+5%TGS4+5%TGS5+75% exam or NF=100%exam
* Teaching sessions of 2x2 hours per week with a combination of theory and practice
* Indication of readings, for each teaching session;
* In resolution and discussion of case studies and exercises;
* use of e-learning platform in order to establish better and continuous communication and interaction with students;
* Film viewing related to the topics studied.
* Group essay: Elaboration of a marketing plan (for a real or simulated situation) (TG1 -30%) with 3 in-class (AP1 a 3) presentation and discussion (5% cada);
*5 group work (TGS1 to 5) in the classroom (5%cada)
* Written exam with access to the reading materials.
Continuous evaluation
* Final grade=30% TG1+5%AP1+5%AP2+5%AP3+5%TGS1+5%TGS2+5%TGS3+5%TGS4+5%TGS5+30% test
Final evaluation
Final grade=5%TGS1+5%TGS2+5%TGS3+5%TGS4+5%TGS5+75% exam or NF=100%exam
Teaching Staff
