ISLA Santarém 27438

Marketing Simulator

• ApresentaçãoPresentation

     
• ProgramaProgramme

  1. A brief review of the fundamental concepts of marketing and how they are approached/worked with in the simulator. 2. The Cesim Simulator - SimBrand 2.1 Introduction to the simulator, presentation of menus and functionalities. 2.2 Characterization of the case associated with the simulation. 2.3 Analysis of the theories and concepts associated with simulation: understanding the customer, market analysis, competitive analysis, channels and distribution, marketing mix, financial analysis. 2.4 Decisions in the simulator and implementation of the company's marketing policy. 2. 5 Analysis of the results of decisions in eight successive years and discussion. 2.6 Balance of the game and synthesis of learning.
• ObjectivosObjectives

  O1. Validate and apply marketing concepts and techniques, namely market segmentation, positioning, investments in channels and advertising, after-sales services, pricing, sales forecasting, market research, competition analysis, R&D and profitability. O2. To inform students about the marketing decision-making process. O3. Enhance the dynamics of teamwork in competitive environments. O4. Teamwork and decision-making in a dynamic and competitive context. O5. Design, implement and adapt marketing strategies in a dynamic competitive environment. O6. Marketing decision making, including: portfolio strategies, segmentation and positioning. O7. Promote fact-based decision-making, understanding the financial implications of marketing decisions.
• BibliografiaBibliography

  CESIM (2021), SIMBRAND Decision-making Guide. CESIM (2019), SIMBRAND Marketing research. CESIM (2021), SIMBRAND Case description. Kotler, P., Keller, K.L & Chernev, A. (2022). Marketing Management (16ª ed.). Hoboken, NJ: Pearson Education.
• MetodologiaMethodology

  The teaching methodology is primarily based on practical and laboratory classes, using a marketing simulation set in the Cesim context. It also includes tutorials to support decision-making and the development of group projects. Synchronous distance learning sessions include the presentation of concepts through lectures and demonstrations, with an analysis of the results of each round of the simulation. In-person classes focus on practical application through decision-making in each round, promoting active participation, collaborative work, and gamification. Independent work involves analyzing the results generated by the simulation and conducting supplementary research on the topics covered. The instructor provides tutorial guidance and feedback, either in person or asynchronously via the Moodle platform. Students can also use the virtual tutor Philix.ai as a supplementary resource to support their learning process.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Esta unidade curricular será avaliada em sistema de avaliação curricular (contínua):
  A1. Trabalho prático (grupo). Resultados da simulação em ambiente competitivo.
  A2. Relatório que integre o racional das decisões tomadas e o seu alinhamento às teorias e conceitos explorados (em grupo).
  O estudante é aprovado se a classificação final for igual ou superior a 9,5 valores em 20.
  A classificação final é calculada através da fórmula Classificação Final = 0,6*A1+0,4*A2.
  A classificação mínima na avaliação curricular (continua) a aplicar é a seguinte:
  A1. Trabalho prático (grupo): 10 valores.
  A2. Relatório: 10 valores.
  A avaliação dos trabalhos em grupo, inclui a avaliação individual dos estudantes que terá uma ponderação de 40% na classificação do
  estudante nessa componente.
  Avaliação Final ou Avaliação em Época de Recurso e Época Especial (A): O estudante realiza o exame completo (A=100%) e é aprovado
  se obtiver uma classificação igual ou superior a 9,5 valores em 20. O Exame será baseado na análise de um caso de estudo e aplicação /
  explanação dos conceitos definidos no ponto 1 dos conteúdos programáticos.