Overall objectives:

0 - Promote all the skills necessary to prepare a Marketing Plan, applied to the digital context:
1 - Internal and external audit;
2 - Definition of objectives;
3 - Development of strategies;
4 - Development of operational plans;
5 - Budget preparation;
6 - Development of implementation plans;
7 - Development of contingency plans.

Syllabus:

1 - Situation Analysis and Diagnosis;
2 - Preparation of Market Research;
3 - Preparation of the 360 Marketing Plan.

Literature/Sources:

Malcolm, M. , 2007 , Marketing Plans, How to prepare them, how to use them , UK: Wiley
Mullins J., Walker O. & Boyd H. , 2006 , Marketing Management: A Strategic Decision-Making Approach , McGraw-Hill

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
In accordance with the expected for the Professional Higher Technical Courses. Didactic resources: Exposition of the concepts and programmatic contents for the elaboration of the Marketing Plan subject to deadlines and later discussion