Marketing
Accreditations
Programme Structure for 2024/2025
Curricular Courses | Credits | |
---|---|---|
Consumer Behaviour and Marketing Research
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Strategic Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Distribution Channels
3.0 ECTS
|
Parte Escolar > Mandatory Courses | 3.0 |
Marketing Communications
3.0 ECTS
|
Parte Escolar > Mandatory Courses | 3.0 |
Branding
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Quantitative Methods for Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Sales Team Management and Negotiation
3.0 ECTS
|
Parte Escolar > Mandatory Courses | 3.0 |
Innovation and Creativity in Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Digital and Social Media Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Relationship Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
New Trends in Marketing
3.0 ECTS
|
Parte Escolar > Mandatory Courses | 3.0 |
Research Seminar in Marketing
6.0 ECTS
|
Parte Escolar > Mandatory Courses | 6.0 |
Master Dissertation in Marketing
54.0 ECTS
|
Final Work | 54.0 |
Master Project in Marketing
54.0 ECTS
|
Final Work | 54.0 |
Consumer Behaviour and Marketing Research
At the end of this course, students should: [LG1] Be aware of the foundations of consumer behavior; [LG2] Understand the internal influences of decision-making; [LG3] Predict how consumers buy and use products; [LG4] Understand consumers in their social and cultural setting; [LG5] Understand the role of social media in shaping how marketers respond to consumers; [LG6] Identify the main steps of a marketing research study
1. Buying, Having, and Being
2. Consumer, Sustainability and Social Well-Being
3. Perception
4. Learning and Memory
5. Motivation and Affect
6. The Self: Mind, Gender, and Body
7. Personality, Lifestyles, and Values
8. Attitudes and Persuasive Communications
9. Decision Making Process
10. Buying, Using and Disposal
11. Groups and Social Media
12. Income and Social Class
13. Cultures and Subcultures
14. Marketing Research and Decision Making
[I] Periodic assessment (minimum 2/3 attendance) - (1) Attendance 10%; (2) Discussion/Class Activities - Case Studies and Group Discussions (every week) 10%; (3) Student Presentation (Group Project)* 30%; (4) Final Exam* 50%
Working students should contact the course coordinator in the first class if they intend to replace the assessment of criteria (1) and (2) (by regular quizzes).
[II] Final exam* 100%
minimum grade = 10.
Title: Handouts available for each class
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Pearson.
Authors:
Reference: null
Year:
Title: Brochado, A., Teiga, N. & Oliveira-Brochado, F. (2017). The ecological conscious consumer behavior: are the activists different?. International Journal of Consumer Studies. 41 (2), 138-146
Costa, L., Teixeira, A. & Brochado, A. (2021). Determinants of consumers? frugal innovation acceptance in a developed country. Young Consumers. 22 (2), 185-201
Authors:
Reference: null
Year:
Strategic Marketing
After studying the Marketing Strategy Program, students should be able to:
LG1.Describe the marketing process and the forces that influence it
LG2.Develop the three steps of strategic marketing
LG3.Explain how companies identify attractive market segments and choose a market-coverage strategy
LG4.Discuss how companies position their products for maximum competitive advantage in the marketplace
LG5.Understand the tactical tools that marketers use to implement their strategies (Marketing-Mix)
P1. Understanding Marketing and the Marketing Process
P2. Strategic Planning and the Marketing Process (Portfolio Analysis)
P3. The Marketing Environment
P4. From Consumer to Marketing Strategy
P5. Developing Marketing Strategy and the Marketing Mix
P6. New Trends in Marketing
Regular Season: periodic assessment, min 2/3 attendance. a)Individual Exam 50%;b) Team or individual exercises 50%. Minimum grade 7,5 in each assessment. Min. final score 10 points for approval. Students who choose only the individual exam, min 10p. and the exam accounts 100% for final grade. Re-sitting: Students who fail in the regular season or wish to improve their grade. Exam accounts 100% for final grade, minimum score 10p. There is no oral evaluation for improving the grade.
BibliographyTitle: Hwang, Y.H. (2019). Hands-On Data Science for Marketing: Improve your Marketing Strategies with Machine Learning using Python and R. Packt Publishing Ldt. UK
Palmatier, R., Shrihari, S. (2017). Marketing Strategy. Based on First Principles and Data Analytics. Palgrave, London: UK.
Authors:
Reference: null
Year:
Title: Scientific Papers Research
Malcom H., McDonald B. (2007), Marketing Plans: How to Prepare Them: How to Use Them, Sixth Edition, Butterworth Heinemann (BH)
and Strategies, 6th Edition, Houghton Mifflin, USA
Dibb, Sally, Simkin, Lyndon, Pride, William M., Ferrrell, O.C., (2012), Marketing Concepts
USA
Kotler, Philip; Keller, Kevin Lane (2009), Marketing Management, Prentice-Hall International,
Authors:
Reference: null
Year:
Distribution Channels
1. Identify the distribution functions of the main activity sectors
2. Apply the Model of Economic profitability of the retail
3. Identify new trends of retail formats
4. Integrate the physical and electronic distribution
5. Draw distribution channels for a company
6. Identify the sources of conflict and cooperation between producers and distributors
1. Marketing Channels: Structure, Functions and Relationships
2. Retail Business:
2.1.International Formats;
2.2.Retail Business - Portuguese Evolution.
2.3.Retail Marketing Strategy
2.4.Model of Economic profitability
3. Retail Business Operations
4. Retail and Distribution Trends
5. Electronic Channels
6. Channel Strategy:
6.1.Vertical Integration;
6.2.Horizontal Approach;
7. Category Management;
8. Managing Marketing Channels:
8.1. Conflicts
8.2. E.C.R
Assessment throughout the semester: group work+discussion of cases in class+final exam. Assignments: presentation and delivery of a written report. Group work (30%) and written exam (40%). Minimum attendance of 2/3. Minimum mark in the exam is 8. A minimum pass mark of 10. Appeal period for students who fail the assessment during the semester, or students who wish to improve their grade, exam with a weighting of 100%, minimum grade of 10. There is no recourse to an oral exam to improve the grade.
BibliographyTitle: - Kotler, P., Keller, K. L., Chernev, A., & Marshall, G. W. (2023). Distribution channels: Understanding and managing channels to market. Pearson Education.
- Palmatier, R. W., Sivadas, E., Stern, L.W., El-Ansary, A. (2019). Marketing Channel Strategy. An Omni-Channel Approach. Routledge: New York
Authors:
Reference: null
Year:
Title: Benner, M. J., & Waldfogel, J. (2023). Changing the channel: Digitization and the rise of “middle tail” strategies. Strategic Management Journal, 44(1), 264-287.
Guru, S., Verma, S., Baheti, P., & Dagar, V. (2023). Assessing the feasibility of hyperlocal delivery model as an effective distribution channel. Management Decision, 61(6), 1634-1655.
Authors:
Reference: null
Year:
Marketing Communications
At the end of this learning unit's term, the student must be able to:
LG1= Understand and critically analyze the main concepts and theories of marketing communications.
LG2= Implement these concepts in designing the communications strategies and tactics that are able to solve marketing problems.
LG3: Develop critical thinking regarding communications strategies
LG4= Elaborate a creative integrated marketing communications plan.
1- Develop knowledge over the main marketing communication tools
2- Develop the communication briefing and critical thinking about its execution.
3- Develop skills in creating and interpreting the media briefing.
4 ? Gain knowledge and develop application skills of the main media metrics
5- Develop a broad understanding towards the communication mix: tools and criteria for selection.
The evaluation takes place in Regular and Re-sitting periods. In the regular season must have a minimum of 80% attendance and will be evaluated as follows: Written Test 50% (minimum 9.5); Group work projects 40%; Individual Evaluation 10%.
BibliographyTitle: Andrews, J. C., & Shimp, T. A., Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning, 2017.
Authors:
Reference: null
Year:
Title: Scott, D.M. (2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Wiley & Sons, New Jersey.
Barker, M., Barker, D., Bormann, N., e Neher, K., Social Media Marketing: A Strategic Approach, South- Western, 3rd edition, Cengage Learning, 2022
Chaffey, D., Ellis- Chadwick, F, Digital Marketing, 7th Edition, Pearson, 2019.
Clow, K. E., Baack, D.E., Integrated advertising, promotion and marketing communications, 8th Edition, Pearson Education, 2018
Authors:
Reference: null
Year:
Branding
At the end of this course, students should:
LG1 - Understand scope of Brand Management
LG2 - Co-ordinate Business and Brand Strategy
LG3 ? Market Analysis, Manage and stimulate Creativity
P1. Introduction and branding history
P2. Branding today ? definition and scope
P3. Creation of leading brands:
a) Stage 1 ? Understanding
b) Stage 2 ? Strategy and Brand Idea
c) Stage 3 ? Expression
d) Stage 4 ? Applications
P4. Project
The periodical evaluation method requires a minimum class attendance of 60% and: A group assignment with a weight of 35%; Participation - 15% An individual test, with a weight of 50% and a minimum grade of 8 points. Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component. There is no oral evaluation for improving the grade. Work groups of 5-7 students.
BibliographyTitle: Wally Olins (2014). ?Brand New: The Shape of Brands to Come?, Thames & Hudson
Authors:
Reference: null
Year:
Title: Wolff Olins (1996) The Design Council, ?The New Guide to Identity?, Gower
Wally Olins (2008). ?The Brand Handbook?, Thames & Hudson
Authors:
Reference: null
Year:
Quantitative Methods for Marketing
At the end of this curricular unit, the student must be able to:
LO1. Identify and define the most important concepts related to data collection methods. Design a data collection process, in order to obtain relevant information for decision making in Marketing.
LO2. Design a data collection instrument and discuss the use of different measuring scales.
LO3. Identify sampling and non sampling errors in the data collection process.
LO4. Define the most important concepts of univariate and multivariate statistics. Evaluate the use different statistical methods to solve marketing research problems.
LO5. Use multivariate statistical methods (with statistical software) to develop and implement marketing segmentation and positioning strategies. Compare and choose the best methodological options in terms of a specific scientific research problem.
PC1. Objectives of marketing research: Design of the research
PC2. Quantitative data collection processes
PC3. Random and non-random sampling methods
PC4. Sample size
PC5. Questionnaire design: Types of measurement scales
PC6. Sampling and non-sampling errors
PC7. Data preparation and statistical data analysis
7.1 Exploratory descriptive data analysis
7.2 Statistical inference: confidence intervals and parametric and non-parametric hypotheses tests
7.3 Multivariate analysis
7.3.1 Multiple linear regression model
7.3.2 Principal components analysis
7.3.3 Cluster analysis
Assessment can be throughout the semester or by exam.
Assessement throughout the semester:
- 2 individual written tests (intermediate, in October, and final, in December, weighting 20% and 30% of the final mark, respectively). No test grade can be lower than 8.5 (out of 20) for the student to remain in Assessment throughout the semester.
- 2 pieces of coursework (a class presentation in October and a written report handed in during the last week of November, weighting 20% and 30% of the final mark, respectively);
- students' attendance of at least 2/3 of the classes;
- approval is obtained with a final average grade of at least 10 (out of 20).
Assessment by Exam (100%):
Exam with a written part (50%) and a computer data analysis part (50%). Minimum grade for each part 8.5 (out of 20). Approval is obtained with a final average grade equal to or higher than 10 (out of 20).
Scale used: from 0 to 20.
Title: Sarstedt, M. and Mooi, E., A Concise Guide to Market Research: the Process, Data and Methods using IBM SPSS Statistics, 2019, Springer (3rd ed.),
Field, A., Discovering Statistics using IBM SPSS Statistics, 2024, 6th ed. Sage Publications.,
Authors:
Reference: null
Year:
Title: Charry,K.; Coussement, K.; Demoulin, N. and Heuvinck, N., Marketing Research with IBM SPSS Statistics - a Practical Guide., 2016, Taylor and Francis,
Hair, J., et al, Multivariate Data Analysis, 2018, 8th edition, CENGAGE.,
McDaniel, C. and Gates, R., Marketing Research, 2019, 11th ed., John Wiley & Sons.,
Authors:
Reference: null
Year:
Sales Team Management and Negotiation
- Diagnose and propose solutions to problems of Commercial animation, mainly in the training and motivation of a sales team;
- Develop a project on an innovative theme applied to a specified commercial activity;
- Conduct presentations of the projects, communicating: the main ideas for the subject proposed, the different problems founded and the main solutions proposed.
- Participate in discussion about cases and companies situations
1. INTRODUCING SALES FORCE MANAGEMENT
- Main Goals of an organization. Relation between Marketing and Sales Force Management.
- Development of Marketing and Sales department.
- Relationship Sales Model
2. SALES FORCE ANIMATION
2.1 Training and Coaching a Sales Team
- Integration Plan
- Main goals
- Formal training Plan
- Evaluation and Control of a training plan
2.2 MOTIVATION OF A SALES TEAM
- Main elements of motivation, behavioral concepts of motivation
- Motivational mix
- Sales Meetings
- Developing a carrer plan
- Sales Games and activities
3. COMMERCIAL NEGOTIATION
- What is, Why and its importance in the actual Sales Force Management. Profile of a sales negotiator.
- Main Phases of a Win/win negotiation
- How to control a sales negotiation
The periodic evaluation system includes:
- Participation in class (10%)
- Group Projects (40%)
- Final exam (50%)
The students with a final grade above 16 may have an additional examination.
Title: - Dawson, Roger, Secrets of power negotiating for sales people, 1999, Carrer Press
- Justino, Luis, Direcção Comercial, 1ª edição, Lisboa 2007, Edições Lidel
- Stanton, William, Spiro, Management of a Sales Force ? 12ª ed, January 17, 2007, McGraw-Hill/Irwin;
Authors:
Reference: null
Year:
Title: - Zoltners, Andris, Sinha and Lorimer, The Complete Guide to Sales Force Incentive Compensation: How to Design and Implement Plans That Work, 2006, Amacom
Authors:
Reference: null
Year:
Innovation and Creativity in Marketing
LG1 - Understand the scope and depth of Innovation Management
LG2 - Analyze the articulation between Company and Brand Strategy and Innovation Strategy
LG3 - Value the management of innovations and manage and enhance creativity
LG4 - Develop the innovation strategy
Introduction to Innovation and Creativity in Marketing
• Definition, types and dimensions of innovation
Competing through innovation
• Developing an Innovative Offering
Innovation strategy
• Company’s innovation Potential
• Types of innovation
Opportunity
• Opportunities selection
• ECV probability tree
• Risk-reward diagram
Idea
• Idea generation
• Creativity-generating techniques
Development
• Concept development
• Assessing the risk
• The stage-gate process
Testing
• Testing sequence: alpha, beta and gamma
• Prototyping and minimum-valuable product (MVP)
Introduction into market
• Plan the introduction
• Development of contingency plans
• Diffusion
Embracing Innovation and Creativity in Business
• What are the next techs’ in MarTech?
• The New Customer Experience (CX)
• Reimagine business with new technologies
The assessment throughout the semester includes:
Written-test (Individual) - 60% (minimum grade 8,5);
Group work(s) Project - 30% (minimum grade 10);
Case study and articles - individual and/or in group - 10% (minimum grade 10).
In this system, students must attend at least 2/3 of all the classes.
For students who fail the assessment system throughout the semester or choose to take the individual Exam, the Exam will represent 100% of the final grade.
Title: Trott, Paul, Innovation Management and New Product Development, 7th Edition, 2022, Pearson Education,
Kotler, P., Kartajaya, H., Setiawan, I., Marketing 5.0: Technology for Humanity, 1st Edition, 2021, John Wiley & Sons, USA,
Loureiro, S. M. C., Romero, J., & Bilro, R. G. (2020). Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study. Journal of Business Research, 119, 388-409.
Authors:
Reference: null
Year:
Title: Japutra, A., Bilro, R. G., & Loureiro, S. M. C. (2020). Beyond Virtual and Augmented Reality: AI-Assisted Mixed Reality and Its Impacts on Society. In Sandra M. C. Loureiro (Ed.), Managerial Challenges and Social Impacts of Virtual and Augmented Reality (pp. 252-265). IGI Global.
Loureiro, S. M. C., Japutra, A., Molinillo, S., & Bilro, R. G., Stand by me: analyzing the tourist–intelligent voice assistant relationship quality, 2021, Loureiro, S.M.C., Japutra, A., Molinillo, S. and Bilro, R.G. (2021), "Stand by me: analyzing the tourist?intelligent voice assistant relationship quality", International Journal of Contemporary Hospitality Management, Vol. 33 No. 11, pp. 3840-3859., https://doi.org/10.1108/IJCHM-09-2020-1032
Qu, Y., & Mardani, A. (2023). Market orientation, technological opportunity, and new product innovation performance. Journal of Business Research, 162, 113841.
Arunachalam, S., Ramaswami, S. N., Patel, P. C., & Chai, L. (2022). Innovation-based strategic flexibility (ISF): Role of CEO ties with marketing and R&D. International Journal of Research in Marketing, 39(3), 927-946.
Authors:
Reference: null
Year:
Digital and Social Media Marketing
At the end of this course, students should:
LG1: Understand scope of Digital and Social Media Marketing
LG2: Understand how to co-ordinate Business Strategy with Digital and Social Media Marketing
LG3: Understand the available digital marketing and social media tools and how to use them in a creative way
LG4: Encourage discussion and learning of topics related to sustainable business.
PC1 - Introduction to Digital Marketing
PC2 - Digital Marketing Strategic Concepts
PC3 - Digital Marketing Tools
PC4 - Online Consumer Engagement
PC5 - E-Commerce and Digital Presence Online
PC6 ? Digital Marketing Communication and Digital Channels
PC7 ? Social Media Marketing
PC8 ? New Trends in Digital and Social Media Marketing
Student should acquire analytical, information gathering, written and oral communication skills and the following learning methodologies (LM) will be used:
1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of business cases.
3. Active, with the realization of company projects.
4. Self-study, related with autonomus work by the student.
5. A collaboration with an international school in COIL will be introduced.
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Periodic evaluation:Participation in class(10%);Group Works: (50%);Final exam(40%).Minimum grade in any components is 9,5 values
This grading system requires a rate of attendance to classes of at least 80%.
Students that do not meet the minimum attendance in the periodic evaluation have an exam: 100% of the grade
Falling in the regular grading system or try to improve their grade have the re-sitting exam:100% of the final grade
Title: Chaffey, D., Ellis- Chadwick, F, Digital Marketing, 8th Edition, Pearson, 2022.
Authors:
Reference: null
Year:
Title: Rogers, D. L. (2014). The network is your customer: five strategies to thrive in a digital age. Yale University Press.
Clarke C., and Preace, A. (2022). Digital Marketing for Business 2022. eBook Kindle.
Authors:
Reference: null
Year:
Relationship Marketing
LO1 To know the origin and evolution of relationship marketing;
LO2 To understand the key concepts of relationship marketing in several sectors of economic activity;
LO3 To compare stage experiences, co-creation, and sustainability from previous practices in marketing;
LO4 To understand the characteristics of consumer-brand-machine relationships;
LO5 To analyse the creation, dynamics, adaptations, and ethical issues of strong relationships: love, coolness, engagement
LO6 To understand the main antecedents and consequences of Relationship Quality.
PC1 Relationship marketing: origin and evolution
PC2 From goods/services to create stage experiences
PC3 Co-creation and sustainability perspective and CRM
PC4 Consumer-brand-machine relationships
PC5 Building and maintaining strong relationships: brand love, brand coolness
PC6 Targeting and adapting relationship marketing strategies: engagement process, VR, AR, AI technologies, and ethical issues
PC7 Antecedents and consequences of Relationship Quality
The evaluation during the semester: Presentations and Class participation (20%), Final essay (35%), Final test (45%). Each of the components has a minimum of 7.5 values. Attendance of not less than 2/3, otherwise the student will automatically be out of the evaluation during the semester. Students who fail the evaluation during the semester have the 1st exam and the exam of appeal, where the test represents 100%, minimum score 9.5.
BibliographyTitle: Malhotra, N. k. & Agarwal, J. (2021). Customer Relationship Marketing: Theoretical and Managerial Perspectives. World Scientific Publishing
Lemon, C. N. & Verhoef, P.C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96
Warren, C., Batra, R., Loureiro, S.M.C., & Bagozzi, R.P. (2019). Brand coolness. Journal of Marketing, 83(5), 36-56
Loureiro, S.M.C. (2015). Loving and Hating Brands: Multiple Relationships between Consumers and Brands. In H.-R. Kaufmann (ed.). Handbook of Research on Managing and Influencing Consumer Behavior (chapter 18). IGI Global
Loureiro, S.M.C., Romero, J., & Bilro, R.G. (2020). Stakeholder engagement in co-creation processes for innovation: a systematic literature review and case study. Journal of Business Research, 119, 388-409.
Loureiro, S.M.C. et al. (2021). Artificial Intelligence in Business: State of the Art and Future Research Agenda. Journal of Business Research, 129, 911-926.
Nascimento, J., & Loureiro, S.M.C., Nascimento, J., & Loureiro, S.M.C. (2022). The PSICHE framework for sustainable consumption and future research directions. EuroMed Journal of Business. doi: 10.1108/EMJB-12-2021-0199, 2022, The PSICHE framework for sustainable consumption and future research directions. EuroMed Journal of Business. doi: 10.1108/EMJB-12-2021-0199,
Authors:
Reference: null
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Title: Loureiro, S.M.C., Guerreiro. J., & Japutra, A. (2021). How escapism leads to behavioral intention in a virtual reality store with background music?. Journal of Business Research, 134, 288-300.
Gupta, Sh., Pansari, A., & Kumar, V. (2018). Global Customer Engagement. Journal of International Marketing, 26(1), 4-29.
Loureiro, S.M.C., & Sarmento, E. M. (2017). Relationship Marketing on Social Software Platforms. In Saurabh Kumar Dixit (ed.). Handbook of Consumer Behaviour in Hospitality and Tourism, Chapter 30 (section 4 consumer Loyalty Outlook) (pp. 1-16). Abingdon, Oxford: Routledge - Taylor and Francis Group Publishing
Loureiro, S.M.C. (2017). Consumption and well-being: collecting experiences rather than material possessions. In H-R. Kaufmann and M. F. A. K. Panni (eds.). Socio-economic Perspectives on Consumer Engagement and Buying Behavior, chapter 12 (pp. 247-277). IGI Global
Loureiro, S. M. C. (2020). Managerial Challenges and Social Impacts of Virtual and Augmented Reality (pp. 1-280). IGI Global
Ashfaq, M., Yun, J., Yu, Sh., & Loureiro, S.M.C. (2020). I, Chatbot: Modeling the Determinants of Users? Satisfaction and Continuance Intention of Text-based Conversational Agents. Telematics and informatics, 54, 101473.
Loureiro, S.M.C., & Sarmento, E. M. (2017). Relationship Marketing on Social Software Platforms. In Saurabh Kumar Dixit (ed.). Handbook of Consumer Behaviour in Hospitality and Tourism, Chapter 30 (section 4 consumer Loyalty Outlook) (pp. 1-16). Routledge - Taylor and Francis Group Publishing
Loureiro, S.M.C. (2017). Consumption and well-being: collecting experiences rather than material possessions. In H-R. Kaufmann and M. F. A. K. Panni (eds.). Socio-economic Perspectives on Consumer Engagement and Buying Behavior, chapter 12 (pp. 247-277) IGI Global
Palmatier, R. W. (2008). Relationship Marketing. Massachusetts: Marketing Science Institute
Loureiro, S.M.C., Guerreiro, J., & Ali, F. (2020). 20 years of research on virtual reality and augmented reality in tourism context: A text-mining approach. Tourism Management, 77. 104028
Loureiro, S.M.C., Japutra, A., Molinillo, S., & Bilro, R. G. (2021). Stand by me: analyzing the tourist?intelligent voice assistant relationship quality. International Journal of Contemporary Hospitality Management, 33(11), 3840-3859
Loureiro, S.M.C., Jimenez, J., & Romero, J. (2020). Enhancing brand coolness though perceived luxury values: insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57 102211. doi: 10.1016/j.jretconser.2020.102211
Raouf, R., Hollebeek, L., Loureiro, S.M.C., Khan, I., & Hasan, R. (2023). Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective. Journal of Travel Research, https://doi.org/10.1177/00472875231166598
Authors:
Reference: null
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New Trends in Marketing
At the end of this course, students should:
LG1.Identify a wide range of topics on future trends which will have important implications in the area of marketing;
LG2. Analyse emerging concepts, techniques and tools in the current paradigm in the study area and in marketing decision;
LG3. Crically analyse thinking and decision process, reacting and anticipating the future in search of sustainable competitive advantages to organizations.
P1. Trends relating to the environment of Marketing
P2. Social values that influence consumer behavior, systems
P3. Trends in marketing programming
P4. Critical assessment of trends in the politics of the product, branding and packaging
P5. Critical aspects in the policy of price, communication integrated marketing, management, sales and distribution
P6. Trends in strategic thinking of marketing
P7. New systems of marketing planning
P8. Strategies of added value in marketing plan
P9. Analysis of emerging trends and new paradigms in the area of global marketing (eg: individualism overall)
P10. Specific Discussions on areas of exploration of trends in other strategic issues (eg: management of marketing based processes, pure management concept and performics)
P11. Discussions on other areas of operating trends in specific sectors of economic activity
Student should acquire analytical, information gathering, written and oral communication skills.Learning methodologies(LM):
1. Expositional, to the presentation of the theoretical reference frames
2. Participative, with analysis and resolution of business cases.
3. Active, with the realization of company projects.
4. Self-study, related with autonomus work by the student, as is contemplated in the Class Planning.
The work groups for project preparation must include 3 to 5 students
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The continuous evaluation: 45% groupwork; 50% exam; 5% attendance. This grading system requires a minimum of 9.5 in the exam and a rate of attendance to classes of at least 2/3. If not, the student will be automatically excluded from this evaluation scheme. Students that fail off the continuous grading will have an exam which will account for 100% of the final grade. It is mandatory that they let the professor know in advance. Students with special status as working students should contact the professor in case of not being able to attend all classes.
Title: Van Zanten, J. A., & Huij, J. (2022). Corporate sustainability performance: Introducing an SDG score and testing its validity relative to ESG ratings. Available at SSRN 4186680.
Sarkar, C., & Kotler, P. (2020). Brand activism: From purpose to action. Idea Bite Press.
Keller, K. L. (2020). Consumer research insights on brands and branding: a JCR curation. Journal of Consumer Research, 46(5), 995-1001.
Brinker, S. (2023). Marketing ops careers are good today ? and likely to get much better; here?s the latest data on these roles. Retrieved April 25 from https://chiefmartec.com/2023/04/marketing-ops-careers-are-good-today-and-likely-to-get-much-better-heres-the-latest-data-on-these-roles
Martins, L.B., Wolfe, S.G. (2023). Metaversed - See Beyond The Hype. New Jersey, Wiley.
Moutinho, L., Teixeira, N., Zeferino, A. (2022). Marketing Futureland - Antecipação e Resposta ao Futuro do Marketing. Lisboa, Lidel.
Authors:
Reference: null
Year:
Title: Brinker, S. (2023). Exploring the 2nd order effects of generative AI in marketing and martech. Retrieved April 25 from https://chiefmartec.com/2023/04/exploring-the-2nd-order-effects-of-generative-ai-in-marketing-and-martech
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing?. Journal of Public Policy & Marketing, 39(4), 444-460.
Van Zanten, J. A., & Huij, J. (2022). Corporate sustainability performance: Introducing an SDG score and testing its validity relative to ESG ratings. Available at SSRN 4186680.
Sarkar, C., & Kotler, P. (2020). Brand activism: From purpose to action. Idea Bite Press.
Nanji, N. T. D. B. &. (2022). Patagonia: Billionaire boss gives fashion firm away to fight climate change. BBC News. Retrieved December 10, 2022, from https://www.bbc.com/news/business- 62906853
Moreira da Cruz, Nuno, Filipa Pires de Almeida, F., and Vera Herédia-Colaço (2020) ?Purpose Driven Business: Latest Fad or the Ultimate Sustainable Competitive Advantage??, A Research Note, Center for Responsible Business and Leadership, Católica-Lisbon School of Business and Economics. DOI: 10.13140/RG.2.2.27286.98888
Keller, K. L. (2020). Consumer research insights on brands and branding: a JCR curation. Journal of Consumer Research, 46(5), 995-1001.
Herédia-Colaço, Vera, Nuno Moreira da Cruz, and Filipa Pires de Almeida (2020) ?Purpose-driven Consumption, Building the Dialogue between Companies and Consumers,? A Research Note, Center for Responsible Business and Leadership, Católica-Lisbon School of Business and Economics DOI: 10.13140/RG.2.2.20623.51368
Herédia-Colaço, V. (2023). Pro-environmental messages have more effect when they come from less familiar brands. Journal of Product & Brand Management, 32(3), 436-453.
Henderson, R. M. (2021). Reimagining capitalism. Management and Business Review, 1(1).
Friedman, M. (1970). A Friedman doctrine?- The Social Responsibility Of Business Is to Increase Its Profits. The New York Times. Retrieved from https://www.nytimes.com/1970/09/13/archives/a-friedman-doctrine-the-social- responsibility-of-business-is-to.html
Freeman, R. E., & Dmytriyev, S. (2017). Corporate Social Responsibility and Stakeholder Theory: Learning From Each Other. Symphonya. Emerging Issues in Management. (1), 7?15. https://doi.org/10.4468/2017.1.02freeman.dmytriyev
Fink, L. (2019). Larry Fink's Letter to CEOs | BlackRock: Profit & Purpose. Retrieved from https://www.blackrock.com/americas-offshore/en/2019-larry-fink-ceo-letter
Carroll, A. B. (2008). A history of corporate social responsibility : Concepts and practices (1. published in paperback). Oxford: Oxford Univ. Press.
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Research Seminar in Marketing
At the end of this curricular unit, students should be able to:
LG1 - Define a research problem and research objectives and select appropriate research methods
LG2 - Formulate research hypothesis and select and relevant research variables aimed at hypothesis testing
LG3 - Conduct literature searches in order to maximize relevance and reliability
LG4 . Write a research project using a scientific style
PC1 - Introduction - diferences between Scientific and common sense knowledge
PC2 - Major research processes
o Research phases
o Literature review
o Problem formulation
o Defining research objectives
o Conceptualizing variables and their relations
PC3 - Data gathering
o Data gathering techniques
o Secondary information analysis
o Doing research in organizational settings
PC4 - Report organization and writing
- Class Participation: 30%
- Project: 70%
Students under the Intern regulation for students with special statutes should contact the Curricular Unit professor or Coordinator during the first week of classes of each semester to allow for framing of learning processes and evaluation of the UC.
Title: Privitera, Gregory J. (2016) Research Methods for the Behavioral Sciences, SAGE, 2th Edition
Gravetter, Frederick J. & Forzano, Lori-Ann B. (2015) Research Methods for the Behavioral Sciences, Cengage Learning, 5th Edition
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Title: Thomas, Gary (2016) How to do your case study, SAGE, 2th Edition
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Master Dissertation in Marketing
1. Define a scientific problem and its relevance;
LO2. Define research goals and possible hypothesis;
LO3. Produce a literature review supporting the dissertation main problem;
LO4. Apply the methodologies more suitable to data collection and analysis;
LO5. Critical reflexion sustained on theoretical frameworks and empirical results.
P1. Writing the introduction and abstract;
P2. Definition of a research problem;
P3. Definition of research goals;
P4. Literature review;
P5. Defining hypothesis;
P6. Data collection methods;
P7. Data analysis methods;
P8. Writing conclusions and defining new research paths;
P9. Recomendations and Implications in academic and practical terms.
- Written presentation of the thesis
- Oral presentation with the synthesis of the thesis followed by a public defense with a jury
Title: Fisher, C. (2007). Researching and writing a dissertation: A guidebook for business students. Essex: Prentice Hall
Bryman, A. (2003). Business Research Methods. Oxford: Oxford University Press
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Title: Pidd, M. (2003). Tools for thinking: Modelling in Mangement Science. West Sussex: Wiley.
Gummesson, E. (1991). Qualitative Methods in Management Research. London: Sage Publications.
Ellet, W. (2007). The case study handbook. USA: Harvard Business Press.
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Master Project in Marketing
LO1. Diagnose a organizational environment and internal problem that needs a management intervention;
LO2. Produce a literature review supporting an applied project;
LO3. Define the project phases;
LO4. Define actions for that implementation program.
P1.Brief organisational diagnosis
P2.Diagnosis of organizational environment and of a specific organizational problem
P3. Applied literature review
P4. Definition of a intervention project or synthesis of a case and possible solutions
P5. Evaluation of impacts and possibilities of control of results
-Written presentation of the project
-Oral presentation with the synthesis of the project followed by a public defense with a jury.
Title: Meredith, J. R. & Mantel, S. J. (2006). Project Management: A managerial approach. New Jersey: John Wiley
Kerkner, H. (2006). Project Management: A systems approach to planning, schedulling, and controlling. New Jersey: John Wiley
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Title: Pidd, M.. (2003). Tools for thinking: Modelling in Management Science. West Sussex: Wiley
Pinto, J. K. (1998). Project Management Handbook. San Francisco: Jossey-Bass.
Phillips, J. J., Bothell, T. W. & Snead, G. L. (2002). The project management scorecard: Measuring the success of project management solutions. Wolburn: Butterworth Heinemann.
Kilmann, R. H et al (1994). Producing useful knowledge for organizations. San Francisco: Jossey-Bass.
Burton, C. & Michael, N.. (1993). A pratical guide to project management. London: Kogan Page.
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Objectives
To acquire in depth knowledge and critical thinking in the core themes of marketing management sciences
To develop expertise in cross-cutting themes, in the interests and professional expectations of students, which contribute to the development of an applied research project
To provide students with methods, procedures and investigation techniques that enable them to develop their research project with a high degree of autonomy
Objective 1: Display effective written communication skills, including the following aspects: produce a well-structured document; demonstrate that the key messages have been clearly identified; express theoretical arguments to a specific application; summarize ideas and conclusions.
Objective 2: Display effective oral communication skills, including the following aspects: select the appropriate format for a given presentation; demonstrate confidence and that the communication was well-prepared; develop and make presentations with impact.
Objective 3: Develop critical thinking skills, including the following aspects: select and interpret relevant data and references from academic and non-academic sources; identify and debate ethical issues in business and management; formulate well-supported conclusions or solutions, apply appropriate methodologies or formulas to analyze and assess business issues and problems.
Objective 4: Demonstrate broad knowledge in terms of scientific research in marketing including the following aspects: support a literature review recognizing the differences in terms of conceptual definition approaches, compare and choose the best methodological options in terms of a specific scientific research, integrate results and justify conclusions.
Objective 5: Demonstrate skills in terms of the ability to solve problems with strategic thinking including the following aspects: to analyze firms, industries and market performance evaluating marketing information in a critical way, incorporate qualitative and quantitative tools to manage marketing planning, evaluate marketing opportunities to recombine resources in novel ways.
Accreditations