Syllabus

1. Market-oriented strategic planning

1.1 Mission definition (corporate and business)

1.2 Setting Goals

1.3 The management process at the SBU level

2. Market Segmentation

2.1 Targeting levels and model

2.2 Segmentation of consumer and business markets

2.3 Target market selection

3. Positioning of the Offer

3.1 The differentiation

3.2 The Positioning

3.3 The brackets of a positioning

3.4 Formulation of positioning

4 The marketing-mix

4.1 Product and Product Mix

4.2 The formulation of Prices

4.3 The function of distribution channels

4.4 The communication mix

5 Manage Marketing Effort

5.1 The Marketing Organization

5.2 The Marketing Plan

Bibliography 

• Baines, P., Chris F., and Rosengren, S. (2016); Marketing (4th Edition). Oxford Business Press .

• Hollensen, Svend; (2020); Marketing Management: A Relationship Approach (4th Edition). Peason

• Kotler, Philip; Gary Armstrong; Lloyd Harris & Hongwei He (2020), "Principles of Marketing", 8ª european edition, Prentice-Hall Europe

• Kotler, Philip; Garry Armstrong (2023),  "Principios de Marketing", 18ª edição, Bookman.

• Kotler, Philip; Keller, Kevin Lane & Alexander Chernev (2024),  "Administração de Marketing", 16ª edição, Bookman.

• Kotler, Philip & Keller, Kevin Lane (2013), - "Marketing Management", 14a ed, Prentice-Hall, NY:

• Kotler, Philip, Iwan Setiawan, Hermawan Kartajaya ; (2024); “Marketing 6.0: O futuro é imersivo”;  Actual Editora

• McDonald, M. & Dunbar, I. (2012). Market Segmentation: How to do it, and how to profit from it. John Wiley & Sons.   

• Ries, A., and Trout, J. (2010). Positioning: the battle for your mind. Mcgraw-Hill 

• Principles of Marketing (Lumen). (2023, July 26). Lumen Learning. https://biz.libretexts.org/@go/page/47848

https://sites.google.com/view/macro-environment/home

Assessment

Continuous assessment

Moment 1 – Interdisciplinary project (50%)

   Interdisciplinary 1: Progress report presentation group project (Analysis of a product's market, marketing environment and competitive environment) I | Weight: 15% | Presentation date: March 18th 2025. The project is part of the IPAM academic model and includes the typology of CBL (challenge-based learning) and RBL (research based learning).

   Interdisciplinary 2: Delivery of the group project (Analysis of a product's market, marketing environment and competitive environment) | Weighting: 70% I Delivery and presentation date: May 27th , 2025. The project is part of the IPAM academic model and includes the typology of CBL (challenge based learning) and RBL (research based learning).

   Interdisciplinary 3: Final presentation of group project I | Weighting: 15% | Presentation date: May 28, 2025. The project is part of IPAM's academic model and includes CBL (challenge based learning) and RBL (research based learning).

Moment 3: Participation and involvement in class (Includes online mini-tests, in-class challenges and unscheduled activities | Weighting 10% | Throughout the semester.

Moment 4: Individual Assessment (Test) | Weighting: 40% I Date of completion: week of 29th April, 2025 (new date: 13th May) in person.

Minimum grade: The minimum grade in any of the assessment moments is 8 (on a 0 to 20 scale). A grade bellow 8 prevents students from doing continuous assessment. In these cases the students have to make the Individual Final Assessment (Exam).

Attendance: The minimum mandatory class attendance is 70% on practical classes in order to be able to carry out continuous assessment. Students may miss up to 4 times to practical classes. Exceeding the number of absences excludes the student from the possibility of making continuous assessment 

Semester Calendar

Contacts

Francisco Coelho

francisman@universidadeeuropeia.pt

Remind: mg24x

Classe name: Global Marketing 24

Canvas: https://universidadeeuropeia.instructure.com/courses/34840