ISEG > Estrutura > Unidades Académicas > Gestão > Unidades Curriculares > Marketing Theory and Research

Marketing Theory and Research (MTR)

Área

AC Gestão > UC Mestrados

Activa nos planos curriculares

International Program of DBA Studies > International Program of DBA Studies > Formação Avançada > Unidades Curriculares Obrigatórias > Marketing Theory and Research

Nível

Especialização (E)

Tipo

Não Estruturante

Regime

Semestral

Carga Horária

Aula Teórica (T): 0.0 h/semana

Aula TeoricoPrática (TP): 30.0 h/semana

Créditos ECTS: 7.5

Objectivos

The goal of this course is to develop the knowledge and skills in the essential aspects of marketing management and marketing strategy. It is concerned with the development, evaluation, and implementation of marketing management. Therefore, it presents a variety of concepts, theories, facts, analytical procedures, techniques, and models.

Programa

1. Marketing for the 21st Century
2. Developing Marketing Strategies and Plans
3. Conducting Marketing Research
4. Analysing Consumer Markets
5. Analysing Business Markets
6. Identifying Market Segments and Targets
7. Crafting the Brand Position
8. Competitive Dynamics
9. Setting Product Strategy
10. Designing and Managing Services
11. Developing Pricing Strategies and Programs
12. Managing Retailing, Wholesaling, and Logistics
13. Designing and Managing Integrated Marketing Communications
14. Managing a Holistic Marketing Organization

Metodologia de avaliação

Sessions are of a theoretical-practical nature, based on oral presentations and case study discussion.
Grades vary from 0 to 20, based on group work (50%) and a written exam (50%).