marketing planning - Escola Superior de Gestão e Tecnologia de

Polytechnic Institute of Santarém (Portugal)
Business School
ERASMUS
MARKETING PLANNING
Course
Schedule
3 hours per week, 8 weeks
ECTS
4 credits
Language
Classes will be lectured in English
Secondary languages: French, Spanish
António Balbino Caldeira
1
Objective
The objective of this course is to study, learn and train, the main concepts, techniques
and process, to prepare the Marketing Plan.
To achieve this purpose, the course will use lectures, case studies, theme discussions,
class exercises, group work and presentations.
Evaluation
The evaluation will be supported over a final test (50%) and group exercises (50%).
Class participation will supply an aditional information of student performance.
Meeting occasions and contact
I will be present to receive the students in days/hours of my schedule. I can also be
contacted at [email protected] or 00 – 351 -96 - 678 35 30.
Languages
Classes will be lectured in English.
The teacher has also the ability to understand, speak and write French and Spanish
and can, with reasonable dificulty, understand a bit of Italian.
2
Erasmus
Marketing Planning Course
1. Marketing Planning
1.1. Basic concepts of Marketing
1.2. Planning
1.3. Marketing planning and strategic planning
1.4. Marketing planning process
2. The Marketing Plan structure
2.1. General strcutre of the Plan: analysis and recommendations
2.2. The strcture of the plan
1- Summary
2- Analysis
2.1- Institution analysis
2.2- Results analysis
2.3- Sector analysis
2.4- Supplier analysis
2.5- Customer analysis
2.6- Competition analysis
2.7- Co-operation analysis
2.8- External environment analysis
2.9- SWOT analysis
3- Recommendations
3.1- Mission
3.2- Objectives
3.3- Strategy
3.4- Programs (or tactics)
3.4.1- Product
3.4.2- Price
3.4.3- Communication
3.4.4- Distribution
3
3.5- Action plans
3.6. Financial plans
3.7. Organization and control
3.8. Contingency plans
4- Fact book
Bibliography
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
ABRAHAMS, Jeffrey, The Mission Statement Book: 301 Corporate Mission
Statements from America's Top Companies, Ten Speed Press, 1999
ARNOULD, Eric, PRICE, Linda e ZINKHAN, George, Consumers, 2.ª ed.,
McGraw-Hill Education - Europe, 2003
BANGS Jr., David H., The Market Planning Guide, 6.ª ed., Chicago,
Dearborne Trade, 2002
BERRY, Tim e WILSON, Doug, On Target - The Book on Marketing Plans,
Palo Alto Software, 2000
CHURCHILL, Gilbert A., Marketing Research: Methodological Foundations,
8.ª ed., South-Western College Pub., 2001
COHEN, William A., The Marketing Plan, 4.ª ed. , Wiley, 2004
DRUMMOND, Graeme e ENSOR, John, Strategic Marketing: Planning and
Control, 2.ª ed., London, Butterworth-Heinemann, 2001
DRUMMOND, Graeme e ENSOR, John, Strategic Marketing: Planning and
Control, 2.ª ed., London, Butterworth-Heinemann, 2001
DUBOIS, Pierre-Louis, JOLIBERT, Alain, Le Marketing: Fondements et
Pratiques, 3.ª ed., Paris, Ed. Economica, 1999
FREIRE, Adriano, Estratégia: Sucesso em Portugal, Lisboa, Editorial Verbo,
2002
GILLIGAN, Colin e WILSON, R. M. S., Strategic Marketing Planning, 1. ª
ed., Butterworth-Heinemann, 2003
GOMES, António Silva, Publicidade e Comunicação, Lisboa, Texto Editora,
1999
GREEN, Brent, Marketing to Leading-Edge Baby Boomers, Writers
Advantage, 2003
GUMPERT, David E., How to Really Create a Successful Marketing Plan, 3ª
ed., s/l, Inc. Magazine, 1996
HICKS, Kathy e HICKS, Rick, Boomers, Xers, and Other Strangers:
Understanding the Generational Differences That Divide Us, Family
Publishing, 1999
HIEBING JR., Roman G. e COOPER, Scott W., The Successful Marketing
Plan: A disciplined and comprehensive approach, 3.ª ed., McGraw-Hill, 2003
HOPKINS, The Marketing Plan, The Conference Board
JAIN, Subhash C., Marketing Planning & Strategy, 7.ª ed. Thomson Learning,
2004
KOTLER, Philip e KELLER, Kevin Lane, Marketing Management, 12.ª ed.,
Prentice-Hall, 2005
4
20. KOTLER,
Philip,
Marketing
Management:
Analysis,
planning,
implementation and control, 11.ª ed., Pearson, 2002
21. KRAJEWSKI, Lee J. e RITZMAN, Larry P., Operations Management:
Strategy and analisys, 7.ª ed., Englewood Cliffs, Prentice-Hall, 2004
22. LAMBIN, Jean-Jacques, Le Marketing Stratégique et Opérationel, 5.ª ed.,
Dunod, 2002
23. LEHMANN, Donald R. e WINER, Russell S., Analysis for Marketing
Planning, 6.ª ed., McGraw-Hill/Irwin, 2004
24. LUTHER, William M., The Marketing Plan : How to Prepare and Implement
It, 3.ª ed., AMACOM, 2001
25. MACDONALD, Malcolm e MORRIS, Peter, Pocket Guide to the Marketing
Plan, Oxford, Butterworth-Heinemann, 1995
26. MARCONI, Joe, Future Marketing: Targeting Seniors, Boomers, and
Generations X and Y, McGraw-Hill, 2000
27. MASON, Charlotte H., PERREAULT Jr., William D., The Marketing Game
(with student CD-ROM), McGraw-Hill/Irwin, 2001
28. MCCARTHY, E. J., Marketing Básico, Rio de Janeiro, Campus, 1980
29. MCDONALD, Malcolm H. B. and KEEGAN, Warren J., Marketing Plans
That Work, 2.ª ed., 2001
30. MINTZBERG, Henry, AHLSTRAND, Bruce W. e LAMPEL, Joseph,
Strategy Bites Back: It is far more, and less, than you ever imagined...,
Financial Times/Prentice Hall, 2005
31. MINTZBERG, Henry, AHLSTRAND, Bruce, LAMPEL, Joseph, The
Strategic Safari: A guided tour through the wilds of strategic management,
New York, Free Press, 1994
32. MINTZBERG, Henry, Managers Not MBAs: A hard look at the soft practice
of managing and management development, Berrett-Koehler Publishers, 2005
33. MINTZBERG, Henry, The Rise and Fall of Strategic Planning, New York,
Free Press, 1994
34. MONROE, Kent, Pricing: Making Profitable Decisions, 3.ª ed., McGrawHill/Irwin, 2002
35. NAGLE, Thomas T. e HOLDEN; Reed K., The Strategy and Tactics of
Pricing, 3.ª ed., Englewood Cliffs, Prentice-Hall, 2002
36. NAISBITT, John, Global Paradox, New York, Avon Books, 1994
37. O’HALLARON, Richard e O’HALLARON, David, The Mission Primer:
Four steps to an effective mission statement, Book & CD ed., Mission Inc.,
2000
38. PALEY, Norton, How to Develop a Strategic Marketing Plan: A Step-By-Step
Guide, CRC Press, 1999
39. PARMERLEE, David, Auditing Markets, Products, and Marketing Plans,
McGraw-Hill, 2000
40. PORTER, Michael E., Competitive Advantage : Creating and Sustaining
Superior Performance, Free Press, 1998
41. PORTER, Michael, Competitive Strategy, New York, The Free Press, 1980
42. RIES, All e TROUT, Jack, Marketing Warfare, New York, McGraw-Hill,
1986
43. RITCHIE, Karen, Marketing to Generation X, Free Press, 2002
44. RODRIGUES, José Azevedo e NEVES, João Carvalho, O Controlo de
Gestão: Ao serviço da estratégia e dos gestores, Áreas Editora, 2003
45. SMITH, J. Walker e CLURMAN, Ann S., Rocking the Ages: The Yankelovich
5
46.
47.
48.
49.
50.
51.
52.
Report on Generational Marketing, HarperBusiness, 1998
STEINER, George A., Strategic Planning, Free Press, 1997
TAYLOR, James W., Marketing Planning: A step-by-step guide, Englewood
Cliffs, Prentice-Hall, 1997
UNDERHILL, Paco, Why We Buy: The Science Of Shopping, Simon &
Schuster, 2000
WALKER, Orville C. Jr., HARPER, W. Boyd, MULLINS, John,
LARRECHE, Jean-Claude, Marketing Strategy: A Decision-Focused
Approach, 4.ª ed., McGraw-Hill/Irwin, 2002
WILSON, Aubrey, The Marketing Audit Handbook: Tools, Techniques &
Checklists to Exploit Your Marketing Resources, Kogan Page, 2002
WINER, Russell S., Marketing Management, 2.ª ed., Prentice Hall, 2003
WOOD, Marion Burke, Marketing Plan: A handbook with Marketing
PlanPro, Prentice Hall, 2002
 Texts of Marketing Planning supplied by the teacher.