Subject: Marketing II

Scientific Area:



64 Hours

Number of ECTS:




Overall objectives:

1 - The CU introduces concepts of marketing in its strategic area. Students become able to develop strategies oriented to the customer; conceive and understand the implementation of marketing plans, identify and respond to interdependencies of the current marketing environment; understand the theories of the buying behaviour of consumers and organizations and how to apply in the implementation of marketing strategies; know key principles of market segmentation and achieve the target markets; identify the positioning and value of brand and goods in those markets; assess the product life cycle, new product development process and develop growth strategies and comprehend the influence and importance of globalization, social responsibility and ethics and all functions of the organization in marketing management. Students will develop key analytical skills, planning, and implementation of the necessary tools to solve with relevance and effectiveness problems related to the program content.


1 - 1. Company and Marketing Strategy and Building Customer Relationships 1.1 Strategic planning vs. marketing planning; 1.2 Marketing Strategy and Marketing Plan 2. Market Analysis -The Buyer Behavior 2.1 Consumer Market and Consumer Buyer Behavior 2.2 Business Marketing and Business Buyer Behavior 3. Marketing Strategy 3.1 Marketing Segmentation and Marketing Targeting 3.2 Differentiation and Positioning 3.3 Brand: Positioning and Equity 3.4 Driving growth 3.3 Developing New Products and Managing the life cycle 4. Creating Competitive Advantage 5. Internationalization and the Global Marketplace 6. Sustainable Marketing


Chaffey, D. & Ellis-Chadwick, F. , 2012 , Digital Marketing: Strategy, Implementation and Practice (5th Ed.) , Pearson Education
Fisk; Grove; John. , 2014 , Services Marketing, International Edition, 4th Edition , Cengage Learning
Jobber, D; Ellis-Chadwick, F , 2012 , Principles and Practice of Marketing, 7th Edition , McGraw-Hill
Kolb, B. , 2016 , Marketing Strategy for the Creative and Cultural Industries. , Taylor & Francis Group
Kotler, P. & Armstrong, G. , 2016 , Principles of Marketing, Global Edition, 16/E. , Pearson Education
Kotler, P. & Keller, K.,(2016) , 2016 , Marketing Management, Global Edition, 15/E , Pearson Education
Lacobucci. , 2014 , Marketing Management, 1st Edition , Cengage Learning
Wilson, A.; Zeithaml, V.; Bitner, M.; Gremler, D. , 2012 , Services Marketing: Integrating Customer Focus Across The Firm, 2nd Edition. , McGraw-Hill

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Students are guided and encouraged to relate the course content covered in lectures ( where is presented and discussed the theoretical principles of the program) and in theoretical-practical classes (where cases and issues are approached and students have the opportunity to use the concepts, ideas and strategies presented in class). The evaluation consists of two element: two written tests (50% + 50 %), both with minimum score of 8.00. Reassessment period: final exame with waited score of 100%.