Programa PME, Fundação La Caixa– Marketing Hoje

Jorge Velosa
jvelosa@novasbe.pt

Programa: Leituras, Caso e Questões do caso

Versão 1 12-set-22
Sessão Tópicos Leituras (*recomendadas)
23 de Parte I – Alicerces : Conceitos,
Setembro Clientes, Estratégia e
2022 Implementação
9:00-13:00
1.Marketing Conceitos: Marketing e Robert J. Dolan (2019) "Framework for Marketing
Nova SBE Posicionamento. Da Segmentação ao Strategy Formation" Harvard Business School.
Posicionamento. June, Case No. 8153

*Alice M. Tybout (2019) Kellogg on Branding in a

Hyper-Connected World,”Brand Positioning: The
Exercício em Sala sobre Foundation for Building a Strong Brand” cap. 1,
Posicionamento Wiley

*Sunil Gupta (2019) “Segmentation and

Targeting” Harvard Business School, Core
Curriculum Reading case 8219

*Christopher Lovelock, Jochen Wirtz (2022),

Services Marketing, People Technology and
Strategy, 9th Edition, Cap 3 World Scientific
Publishing Co

2. Clientes e valor para o cliente: *Michael D. Hutt, Thomas W. Speh (2013)

ligação a Consumidores e Clientes.
Comportamento de compra de
organizações. Tópicos de
Comportamento de compra e do
cliente. O consumidor na era digital
e jornadas de compra
Business Marketing Management, 11th ed.
chapters 1,2, Thomson South Western
Anderson, Narus, Rossum (2006), Customer Value
propositions in Business Markets, Harvard
Business Review, March
Thomas Bonoma (2006) Major Sales Who really
does the buying ? Harvard Business Review , July-
August, pp. 172-181,8
Bill Aulet (2013) Disciplined Entrepreneurship, 24
Steps to a successful start-up, John Wiley & Sons

*James F. Engel, Roger D. Blackwell e Paul W.

Minard (2006), cap 3,Consumer Behavior, 10th
ed., Thomson South Western
Henry Assael (2004), Consumer Behavior, A
Strategic Approach, cap 4 Houghton Mifflin
Company

*David Edelman (2010), Branding in the Digital

Age, Harvard Business Review, December

*David C. Edelman, Marc Singer (2015),

Competing on Customer Journeys, Harvard
Business Review, November

Sunil Gupta (2018) Driving Digital Strategy, Cap.

7, Acquiring Customers
Harvard Business Review Press
Jim Lecinski (2011), Winning the Zero Moment of
truth (ZMOT), Google Inc

Jorge Velosa Página 1 12-09-2022

 Sessão Tópicos Leituras (recomendadas*)

23 de Setembro 3. Planeamento de Marketing e Alexander Chernev (2020) The Marketing Plan

de 2022 implementação – Fundamentos Handbook, 6th edition, Cerebellum Press USA
9:00-13:00 e do Plano de Marketing
14:00-18:00
Discussão de Caso: Michel et Dawn Iacobbucci (2013) MM4 Marketing
Augustin Cookies. Culinary Management, Ch. 17 Marketing Plans – Cengage
Adventurers Competing against Learning- Southwest Publishing
Food Industry Giants - 514-
018-1, Insead (2014) The One Page Business Strategy (2012) Marck
Questões a preparar para a Van Eck e Ellen Leenhouts , Pearson
sessão
1. Acha que este mercado é
atraente e tem potencial
para uma pequena
empresa ? Analise
utilizando os 5C’s.
2. Como posicionaria a
Marca Michel et
Augustin?
3. Como construiria o plano
de marketing e que
desafios enfrentaria

Parte II-Implementação

4. Gestão da Oferta: Produto e *Philip Kotler, Kevin Lane Keller (2016), Marketing
Marketing de Serviços e Management, Global 15th ed., caps 13,15 Essex ,
Excelência em Serviços England: Pearson Education

*Robert G. Cooper (2017), Winning at New

Products: Creating Value Trough Innovation, 5th
Edition, caps 2 e 4 após página 117 (descrição de
Stage-Gate System), Hachette Book Group

*Christopher Lovelock, Jochen Wirtz (2022),

Services Marketing, People Technology and
Strategy, 9th Edition, Cap 1 World Scientific
Publishing Co. Inc

Frances Frei (2008), The Four Things a Service

Business should get right, Harvard Business
Review, April

Frances Frei, Anne Morriss (2012), Uncommon

Service, Harvard Business Review Press

5. Comunicação: Publicidade e * Jill Avery, Thales Teixeira (2019) Marketing

Promoção na era digital Communications. Harvard Business School, Core
Curriculum Reading, case 8186

*Patrick De Pelsmacker, Maggie Geuens, Jori Van

den Bergh (2021) Marketing Communications, a
European Perspective, cap 1, secção sobre on
Online communications, pp 21-29; Cap 4, secção
sobre Targeting em Online campaigns pp 141-147
Cap 5 secção sobre Contemporary Advertising
Formats pp 217-248 ,7th ed.

Les Binet, Peter Field (2017), Media in Focus

Marketing Effectiveness in the Digital Era, IPA
Publication, com Google e Thinkbox
Wrap Up do curso
What’s on the Market (2022) GroupM Intelligence

Jorge Velosa Página 2 12-09-2022