After studying the Marketing Program, students should be able to:
1. define what marketing is and discuss its core concepts
2. describe the marketing process and the forces that influence it
3. develop the three steps of strategic marketing
4. explain how companies identify attractive market segments and choose a market-coverage strategy
5. discuss how companies position their products for maximum competitive advantage in the marketplace
6. understand the tactical tools that marketers use to implement their strategies (Marketing-Mix)

- Understanding Marketing and the Marketing Process
- Strategic Planning and the Marketing Process (Portfolio Analysis)
- The Marketing Environment
- From Consumer to Marketing Strategy
- Developing Marketing Strategy
- Marketing Mix: Product, Price and Place

In addition to strict compliance with the program regulation, the periodical evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 40%;
- An individual test, with a weight of 50% and a minimum grade of 10 points.
- Participation - 10%
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the periodical assessment component.

- Update references and best practices in how to Motivate and Develop, a Sales team based upon an adequate inventory of capacities and barriers that have relevant impact in their performance.


- Apply Training and Coaching in order to develop sales teams and to identify Talent, while viewed as crucial management variables to ensure long term results in sales.

1. Competency model for Sales representatives

2. Methods to identify Capacity and Talent amongst a sales team

3. Training as a management tool - best working practices

4. Coaching sales reps - key aspects


5. Manage and motivate sales representatives and the sales team - how to handle with hard and difficult sales representatives

Notwithstanding strict fulfilment of the program regulation, ongoing evaluation requires a minimal presence in 60% of the class time:
- An individual or group assignment, with a weighting of 35%;
- An individual test, with a weighting of 65% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of the course the student should be able to:
LG1 - Identify the main items of the balance sheet and the profit and loss account;
LG2 - Calculate the break even point and use it in a very wide range of situations;
LG3 - Evaluate the impact of credit decisions;
LG4 - Determine budget deviations and decompose them into their components.

S1 - The main accounting documents.
- The balance sheet
- The profit and loss account
S2 - The break even point.
- Calculation in quantity and value
- Interpretation
- Its applications to the marketing
S3 - Credit Management.
- Costs and variables of credit management
- Credit Policy Types and Constraints
- Information Sources and Credit Risk Coverage
S4 - Budget planning and control.
- Budget planning
- Budget control: Deviation analysis. Deviation analysis structure.

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:- Continuous evaluation of 20%;
- An individual test, with a weighting of 80% and a minimum score of 10 points.1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of this learning unit?s term, students must be
able to:
LO1 - Understand and apply the models of strategic
management
LO2 - Understand and apply the strategic commercial
Management

Chapter I - Strategic management
Basic concepts
Models of strategic management
Corporate strategy
Chapter II - Commercial management
Commercial strategy
Sales planning

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 50%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of this unit`s term, the student must be able to:
1. Distinguish and integrate the rolls of leadership and management in a changing paradigm context
2. Characterize the leadership evolution theory

I. Leadership and Management : context, differences and complementarities
II. Evolution of Leadership theory
III. New approaches in Leadership

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 30%;
- An individual test, with a weight of 70% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

LG1. Students that have taken this subject will be broadening considerably their scope of knowledge in marketing as well as creating a new conceptual portfolio that will set them apart from their peers.
LG2. The learning process provided by this course will give students a clear competitive edge in terms of the required advancement and competitiveness in the corporate world.

S1. Selling used to be Simple... Now the world change
S2. New Consumer Paradigms - The New Normal
S3. The New in Sales Management: Sales automation and AI, mobile, Stores, Pricing, Omnichannel Strategy, Promotion

The program regulation,evaluation requires a minimal presence in 60% of the classes time:
- An individual or group work with a weighting of 40%;
- An individual test, with a weighting of 60% and a minimum score of 10 points.
In the first phase the participant will be in the continuous evaluation. If the participant choses the 2nd phase it corresponds to a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

1. To understand the concepts of negotiation in inter-organizational contexts;
2. To understand the basic elements of a negotiation and to use them adequately in commercial contexts;
3. To identify and use negotiation tactics
4. To understand and know how to manage the negotiation steps in a win-win perspective

1. Negotiation: main concepts and issues;
2. Key elements of commercial negotiations
3. Strategic Approaches to Negotiation: win-win, win-lose, lose-lose
4. Preparation
5. Negotiation Process
6. Negotiation tactics

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- An assignment (individual or in group) with a weight of 30%;
- An individual test, with a weight of 70% and a minimum grade of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

At the end of this learning unit?s term, students
must be able to:
LO1. Understand the difference between client and account;
LO2. Identify the KA and define their strategic role for the company;
LO3. Set and implement a KAM organization
LO4. Master strategies and tactics and implement them according to the profile of the intervenient;
LO5. Make the annual account plan.

1. Main KAM concepts;
2. Intervention areas and job description of a Key Account Manager;
3. Key supplyers selection models;
4. Key Accounts identification and selection model ? KAISM matrix - and KA?s role definition;
5. Relationship Strategies with Key Accounts;
6. Tools for market and Key Accounts analysis;
7. Creating winning strategies and tactics;
8.Key Accounts investments optimization and P&L control;
9. The 5 planning steps;
10. The Key Account Plan;

Notwithstanding with strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- Class participation -10%
- An group assignment, with a weighting of 40%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

At the end of this course students should be able to:
LG1. Understand the core concepts of accountability in the context of business dynamics.
LG2. To evaluate sales performance results by using metrics.
LG3. Understand the connection between sales value creation and business value.
LG4. To calculate and analyze the return of sales actions/activities.
LG5. Apprehend and interpret an overview of sales accountability and its impact in the strategy of the organization.

1. The challenge of complex sales
2. Build solid foundations and launch sales campaign
3. Development of elite sales force
4. The Challenger Sale and the Insight Selling

Ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 50%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Prepare the students for the comercial function and to develop the knowledge about the role and the value of comercial direction in the strategic organizational

1. Models of Commercial Direction
2. Organization of a Commercial Department
2.1 Key Account Management
3 RepsTeam Animation
- Training and coaching of a sales team
- Motivation of a sales team
4. Territories and Goals Management
5. Supervision, Performance Evaluation and Control
6.Legal and Ethical Responsibilities of Commercials Directors
7. Future Trends in Sales

In addition to strict compliance with the program regulation, the continuous evaluation method requires a minimum class attendance of 60% and:
- Participation (10%)
- An individual or group assignment, with a weighting of 40%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
Alternatively, the final exam, similarly to phase two exams, will account for 100% of the final grade, disregarding the continuous assessment component.

A- Ideas Expression:
- Structure and Express ideas clearly and with impact in oral and written presentations.
B- Analysing and problem solving:
- Identify key issue(s) of the company studied;
- Formulate solutions and recommendations in situations of limited or incomplete information.
C- Knowledge integration:
- Analyze and evaluate firm and industry performance using internal and external information;
- Develop and propose measures to serve and supply the consumers and markets with efficiency and efficacy.

1. Project presentation
2. Strategic and operational plan
3. Commercial Direction interface with other disciplines
4. Sales Management - Consultative and entrepreneur model in markets B2B.
5. External analysis presentation
6. Internal analysis presentation and global competitive evaluation synthesis

Notwithstanding with strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam

A- Decision and Sales activities planning:
- Assess and prioritize the more relevant Sales management issues to a company and its strategy;
- Develop a Sales Plan;
- Design the implementation of the Sales Plan.
B- Trend integration:
- Construct the Sales management approach using new trends knowledge

1. Linking strategy and sales. Making and articulating strategy choices
2. Control systems. Defining goals and evaluating in sales management.

Notwithstanding with strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam