Guia docente 2023_24 Facultade de Comercio

Contents

Topic	Sub-topic
SUBJECT 1. STRATEGY AND MARKETING	1.1. Strategy concept 1.2. The strategic direction 1.3. Strategy and Marketing 1.4. Market orientation 1.5. Marketing activities in the company 1.6. The strategic planning process 1.7. Trends: big data, business intelligence, AI, IoT
SUBJECT 2. IDENTIFICATION AND ANALYSIS OF THE REFERENCE MARKET	2.1. Product concept 2.2. Reference market, relevant market and product-market 2.3. Segmentation and positioning 2.4. Market attractiveness assessment 2.5. Competition Analysis
SUBJECT 3. STRATEGIC DIAGNOSIS OF THE PRODUCT PORTFOLIO	3.1. Product portfolio: Concept and analysis models 3.2. Growth matrix- Market share 3.3. Market attractive matrix - company competitiveness 3.4. SWOT analysis
SUBJECT 4. GROWTH STRATEGIES AND COMPETITIVE STRATEGIES	4.1. Generic strategies 4.2. Growth strategies 4.2.1. Intensive growth strategies 4.2.2. Diversified growth strategies 4.3. International expansion strategies 4.4. Competitive strategies
SUBJECT 5. NEW PRODUCT DEVELOPMENT STRATEGIES	5.1. Characterization and typology of new products 5.2. New product development process 5.3. Management of the new product development process 5.4. Imitation strategies
SUBJECT 6. DESIGN, EXECUTION AND CONTROL OF THE STRATEGIC MARKETING PLAN	6.1. Elements of the Strategic Marketing Plan 6.2. Structure of the Strategic Marketing Plan 6.3. Execution of Strategic Marketing Plan 6.4. Control of the Strategic Marketing Plan 6.5. The digital marketing plan