ISLA IPGT 26126
Marketing for business
Executive MBA
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ApresentaçãoPresentationThe Marketing for Business course aims to provide students with a strategic and applied vision of marketing in the organizational context. It addresses the role of marketing as a driver of growth, positioning and differentiation in a competitive and constantly changing digital landscape. The content is designed to develop relevant skills in both B2B and B2C environments, enabling students to make informed, data-driven decisions, with a focus on the customer, innovation and alignment with business objectives. Translated with DeepL.com (free version)
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ProgramaProgramme1. Fundamentals of strategic marketing 2. Branding, differentiation and value proposition 3. ICP, persona and target audience 4. Positioning map and Ansoff Matrix 5. Building a persona and customer journey 6. Offer and acquisition channels 7. Digital assets, awareness vs. performance, UGC 8. Flywheel and social selling 9. Metrics by type of business 10. RICE matrix and prioritization 11. Marketing plan and practical application 12. Trends and ethics in marketing
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ObjectivosObjectives- Understand the role of marketing in the organization's overall strategy - Build value propositions aligned with the ideal customer profile - Develop a complete marketing plan with objectives, tactics and performance metrics - Differentiate between B2B and B2C marketing strategies and apply them appropriately - Use frameworks such as the Ansoff Matrix, Positioning Map, Flywheel and RICE - Recognize the importance of digital assets, acquisition channels and user-generated content (UGC) - Apply a customer-centric and performance-oriented approach Translated with DeepL.com (free version)
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BibliografiaBibliographyKotler, P., Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education. Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. Penguin.
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MetodologiaMethodology- Case-based learning - Group work to solve real challenges - Application of visual frameworks (canvas, maps, models) - Structured discussion and debate with participatory dynamics - Final marketing plan pitch presentations - Use of digital support tools (Kahoot, Miro, Google Jamboard)
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LínguaLanguagePortuguês
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TipoTypeAnual
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ECTS2
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NaturezaNatureMandatory
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EstágioInternshipNão