ISEG > Estrutura > Unidades Académicas > Gestão > Unidades Curriculares > Marketing Management

Marketing Management (MM-MIM)

Área

AC Gestão > UC Mestrados

Activa nos planos curriculares

Management > Management > 2º Ciclo > Unidades Curriculares Obrigatórias > Marketing Management

Nível

2º Ciclo (M)

Tipo

Estruturante

Regime

Semestral

Carga Horária

Aula Teórica (T): 0.0 h/semana

Aula TeoricoPrática (TP): 1.38 h/semana

Trabalho Autónomo: 62.0 h/semestre

Créditos ECTS: 3.0

Objectivos

1. To become familiar with the range of decisions implicit in strategic marketing management and planning
2. To develop skills in using a variety of analytical frameworks for making such decisions
3. To develop skills in planning a variety of marketing management tools, ranging from new product entry strategy to international market product life cycle management and strategy

Programa

? Understanding Marketing Management
? Capturing Marketing Insights
? Connecting with Customers
? Building Strong Brands
? Shaping Market Offerings (Marketing-mix)
? Conducting Marketing Responsibly for Long-term Success

Metodologia de avaliação

The course is highly interactive between the class and the instructor. Through case studies/presentations, and problem solving, students will have the opportunity to use the concepts, ideas, and strategies presented in class. The final grade is obtained by combining the Continuous Assessment (60%) and the result of an written exam (40%).