RAD 5029 PGEM PPGAO 2015 1Tri.pdf

Programa de Disciplina RAD-5029 Planejamento e Gesto Estratgica de Marketing

Faculdade de Economia, Administrao e Contabilidade de Ribeiro Preto Universidade de So Paulo

UNIVERSIDADE DE SO PAULO

FACULDADE DE ECONOMIA, ADMINISTRAO E CONTABILIDADE DE RIBEIRO PRETO

PROGRAMA DE DISCIPLINA

Ano letivo: 2015 Trimestre: Primeiro

Disciplina: Planejamento e Gesto Estratgica de Marketing Cdigo: RAD 5029 Curso: PPGAO

N. de Crditos: 06 Carga horria total: 90 horas Aulas: 09 encontros

Carga horria terica: 05 horas semana Carga horria prtica: 01 hora semana Estudos: 04 horas semana

Natureza do Curso: Disciplina Optativa Pr-requisitos: Nenhum

Docente Responsvel: Prof. Dr. Luciano Thome e Castro

Prof. Dr. Marcos Fava Neves

Prof. Dr. Roberto Fava Scare

Departamento de Administrao

1. Objetivo Geral da Disciplina:

Enriquecer a viso do planejamento estratgico de marketing, dirigido ao mercado, feito de forma a inserir a viso de mtodos aplicados (frameworks).

1.1. Objetivos Geral da Disciplina:

Desenvolvimento do conceito e diferentes vises do planejamento e gesto estratgica de marketing;

Entender mtodos de anlise do macroambiente e os impactos para a gesto de marketing das empresas;

Entender mtodos para anlise interna de marketing e definio dos objetivos

Buscar ferramentas de planejamento de produto, canais de distribuio, fora de vendas, comunicao e preos;

Entender as ferramentas aplicadas para a melhor gesto de projetos em marketing, implementados a partir do planejamento estratgico;

Enriquecer teoricamente a construo de mtodos aplicados de planejamento e gesto de marketing

Inserir a viso de networks

Treinamento na elaborao de artigos cientficos

Treinamento no mtodo de casos de Harvard

2. Justificativa

So muitos os exemplos de insucesso das organizaes nas suas relaes com o mercado nacional. Falta de pesquisas, erros em posicionamento, em polticas de preos, de comunicaes, de canais de distribuio, de produtos e at de volumes de produo, entre diversos outros, so comuns. Refletem a ausncia de harmonia nas atividades de marketing. Por outro lado, na arena internacional, ou seja, para exportao de produtos produzidos no Brasil, fala-se em acesso a mercados, em marca Brasil, em propaganda internacional, como se fossem as nicas coisas que esto faltando para aumentar as exportaes brasileiras. Fala-se em adicionar valor.

No entanto, para isto necessrio planejar. Com a mudana do ambiente trazendo a globalizao dos mercados, as organizaes tm expandido sua atuao. Fronteiras vo gradualmente sendo reduzidas e as corporaes so cada vez mais especializadas nas suas atividades-fim, demandando mais relaes contratuais nacionais e internacionais, seja para obteno dos seus suprimentos como na distribuio de seus produtos ou servios. Portanto, o planejamento e gesto estratgica das organizaes tornou-se crucial para a implantao, desenvolvimento e sustentabilidade dessas empresas nas suas redes produtivas.



3. Contedo Programtico

Introduo, Mtodos de Planejamento de Marketing, Orientao ao Mercado;

Mtodos de nalise Macroambiental

Mtodos para Anlise Interna

Mtodos para Definio de Objetivos e Estratgia

Mtodos para Decises de Produto

Mtodos para Decises de Comunicao

Mtodos para Decises de Canais e Fora de Vendas

Mtodos para Decises de Preos

Mtodos para Gesto e Controle de Projetos em Marketing - Networks in Marketing

4. Mtodo Utilizado

Como o material bibliogrfico de leitura prvia, durante as aulas sero feitas exposies e discusses dos conceitos, tentando sempre realizar reflexes de sntese, pontos de contraste e construo de ferramentas de analise e aplicao em pesquisas. Estudos de caso sero feitos via leitura prvia, palestra ou apresentao de mtodos gerados em teses e dissertaes.

5. Critrio de Avaliao

Trabalho final submetido publicao (70%); Participao em sala de aula; Apresentao de textos; Contribuies ao Curso (30%)

6. Estrutura dos Encontros

Os encontros sero realizados com quatro grandes blocos de atividades:

1) Apresentao e discusso dos Conceitos tendo por base materiais e principalmente o livro: NEVES, M.F. Demand Driven Strategic Planning, (2013), Routledge, New York. A conduo desta atividade de Responsabilidade do Professor - [08:00 08:50]

2) Discusso e Apresentao por alunos previamente selecionados de Captulos de Livros que ampliem e aprofundem a discusso. Os livros texto de apoio a esta atividade so: LAMBIN, J.J.; SCHUILING, I. Market Driven Management: Strategic and Operational Marketing. 3rd Edition (2012). Palgrave Macmillan. New York. CRAVENS, D.W; PIERCY; N.F.; Strategic Marketing. 9th Edition (2009). McGraw Hill Irvin, New York. JAIN, S.C.; Marketing Planning & Strategy. 6th Edition, 2000, Thomson Learning . Cincinnati. Estas apresentaes deveram ser feitas em PowerPoint para acompanhamento da turma As apresentaes devero ter: 1) Objetivos do Captulo; 2) Estrutura; 3) Pontos Centrais e Contribuies Discusso; 4) Principais Referncias Bibliogrficas utilizadas (livros centrais e papers) Os alunos sero alocados na primeira aula. [08:50-09:40 / 09:40-10:30]

3) Discusso em pequenos grupos de 02 ou 03 papers selecionados. Esta discusso dever conter: - Problema de Pesquisa / Objetivos / Hipteses; - Estrutura e Principais Pontos do Referencial Terico que suportam o paper; - Mtodo de Pesquisa; - Principais Resultados; - Principais Concluses, Contribuies e Limitaes As duplas ou trios devero a partir de suas anotaes preparar um resumo de apoio. [10:30-11:20 / 11:20-12:10]

4) Discusso em Plenria sobre os papers selecionados. Conduzidos pelo Professor. [12:10 13:00]



7. Viso dos Encontros

Aula 01 10/03 Abertura, Mtodos de Planejamento de Marketing, Orientao ao Mercado

Professor Marcos Fava Neves

Apresentao de Conceitos

NEVES, M.F Cap 01 - The Company as a Integrated Network. P. 1-17

NEVES, M.F. Strategic marketing plans and collaborative networks. Marketing Intelligence & Planning, Vol. 25 No. 2, 2007, pp. 175-192.

Ampliao Conceitual (Alunos)

LAMBIN, J.J.; SCHUILING, I. - Cap 02 - The Market Orientation Concept. P.22-48

CRAVENS, D.W; PIERCY; N.F. Cap 01 - Imperatives for Market-Driven Strategy. P.2-29.

Papers Acadmicos Alvo

KOHLI, A.K.; JAWORSKI, B.J. and KUMAR A., Market Orientation: Consequences and Antecedents. Journal of Marketing Research, V30, N4, 1993, pp. 467-477

NARVER J.C.; SLATER, S.F. The Effect of Market Orientation on Business Profitability, Journal of Marketing. V54, N4, 1990, p20-35

Apoio

Outros Livros

LAMBIN, J.J.; SCHUILING, I. - Cap 01 - The Marketing Concept. P.3-21

LAMBIN, J.J.; SCHUILING, I. - Cap 04 - Emerging Values and Issues. P.67-95

JAIN, S.C.; Cap 01 - Marketing and the Concept of Planning and Strategy P2-22

JAIN, S.C.; Cap 02 - Strategic Marketing P23-42

JAIN, S.C.;Cap 03 - Corporate Appraisal P45-71

Apoio

Outros Papers

PIERCY, N.F.; MORGAN, N.A.; The marketing planning process: Behavioral problems compared to analytical techniques in explaining marketing plan credibility Journal of Business Research, V29, I3, Mar 1994, P167-178

DAY, G.S., Misconceptions about Market Orientation. Journal of Market-Focused Management, V4, N1, 1999, pp. 5-16

ASHILL, N.J.; FREDERIKSON, M. DAVIES, J. Strategic marketing planning:a grounded investigation. European Journal of Marketing Vol. 37 No. 3/4, 2003 pp. 430-460

NEVES, M.F. Comparativo Livre Docncia Neves. 2004

Aula 02 17/03 Mtodos de Anlise Macroambiental



NEVES, M. F. Cap 02 - Analyzing the Company's Environment and Market (External Analysis) P.18-32


LAMBIN, J.J.; SCHUILING, I. - Cap 05 - Customers' Needs Analysis. P.99-121

LAMBIN, J.J.; SCHUILING, I. - Cap 06 - The Customer Purchase Behaviour. P.122-146

LAMBIN, J.J.; SCHUILING, I. - Cap 09 - Market Attractiveness Analysis. P.212-246

JAIN, S.C.; Cap 06 - Scanning the Environment. P126 156


NEVES, M. F. Marketing and Network Contracts (agreements). Journal on Chain and Network Science. Volume 3, No. 1, May 2003.

Apoio

Outros Livros

LAMBIN, J.J.; SCHUILING, I. - Cap 10 - Company Competitiveness Analysis. P.246-277

CRAVENS, D.W; PIERCY; N.F. - Cap 02 - Markets and Competitive Space. P.48-82

JAIN, S.C.; Cap 04 - Understanding Competition P73-103

JAIN, S.C.; Cap 05 - Focusing on the Customer P104-125

Apoio

Outros Papers

ARMSTRONG,S. (ORG), Principles of Forecasting: a handbook for researchers and practitioniers. Norwell: Kluwer Academic Publishers, 2001

BEST, R.J. An Experiment in Delphi Estimation in Marketing Decision Making, Journal of Marketing Research, Nov 1974, p.447-452

DAY, G.S., NEDUNGADI, P. Managerial Representation of Competitive Strategy, Journal of Marketing, April 1994, 31-44

GUTMAN, J.; A Mean-End Chain Model on Consumer Categorization Processes, Journal of Marketing, 46, Spring, P.60-72

REYNOLDS, T.J.; GUTMAN, J., Laddering Theory, Method, Analysis and Interpretation, Journal of Advertising Research, Feb-Mar, p 11-31



Aula 03 24/03 Mtodos para Anlise Interna

Professor Luciano Thome e Castro


NEVES, M. F. Cap 03 - Analyzing the Company and its Competition (Internal Analysis) P.32-46


CRAVENS, D.W; PIERCY; N.F. Cap 05 - Capabilities for Learning About Customers and Markets. P.129-155

JAIN, S.C.; Cap 7. Measuring Strengths and Weakness P.160-182


DAY, G.S. The Capabilities of Market-Driven Organizations, Journal of Marketing, V56 Oct 1994, 37-52

BOYNTON, A.C.; ZMUD, R.W. An Assessment of Critical Success Factors, Sloan Management Review, Summer V25, N4, 1984, p.17-27

KOTLER, P., GREGOR, W.T., RODGERS III, W.H.; The Marketing Audit Comes of Age, Sloan Management Review, Winter 1989,:49-62

Apoio

Outros Livros

LAMBIN, J.J.; SCHUILING, I. - Cap 10 - Company Competitiveness Analysis. P.246-277

CRAVENS, D.W; PIERCY; N.F. - Cap 02 - Markets and Competitive Space. P.48-82

JAIN, S.C.; Cap 04 - Understanding Competition P73-103

JAIN, S.C.; Cap 05 - Focusing on the Customer P104-125

Apoio

Outros Papers

DAY, G.S., WENSLEY, R. Assessing Advantage: A Framework for Diagnosing Competitive Superiority, Journal of Marketing, April, 1988, 12-16.

PIERCY, N.F.; LANE, N, Marketing Implementation: Building and Sustaining a Real Market Understanding, Journal of Marketing Practice: Applied Marketing Science, V2, N3, 2006, 15-28

Aula 04 Mtodos para Definio de Objetivos e Estratgia

Professor Roberto Fava Scare


NEVES, M. F. Cap 04 - Establishing Company Objectives. P.46-50

NEVES, M. F. Cap 05 - Strategies to Reach the Objectives P.50-69


LAMBIN, J.J.; SCHUILING, I Cap 08 - Needs Analysis Through Market Segmentation. P183-211

LAMBIN, J.J.; SCHUILING, I; Cap 11 - Market Targeting and Positioning Decisions. P.278-298

LAMBIN, J.J.; SCHUILING, I; Cap 12 - Formulating a Marketing Strategy. P.297-334


VARADAJAN, R. Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. J. of the Acad. Mark. Sci. (2010) 8:119140

HAX.A.C; WILDE II, D.L. The Delta Model - A New Framework of Strategy. Journal of Strategic Management Education 2003.

Apoio

Outros Livros

CRAVENS, D.W; PIERCY; N.F. Cap 03 - Strategic Marketing Segmentation. P83-112

CRAVENS, D.W; PIERCY; N.F. Cap 06 - Market Targeting and Strategic Positioning. P.184-205

CRAVENS, D.W; PIERCY; N.F. Cap 04 - Strategic Customer Relationship Management. P.113-128.

CRAVENS, D.W; PIERCY; N.F. Cap 07 - Strategic Relationships P.206-235

JAIN, S.C. Cap 08 - Developing Marketing Objectives and Goals P184-210

JAIN, S.C. Cap 09 - Strategy Selection P.213 -239

JAIN, S.C. Cap 10 - Portfolio Analysis P.240-271

JAIN, S.C. Cap 13 - Market Strategies - P333-354

Apoio

Outros Papers

TREACY, M,. WIERSEMA, F. Customer Intimacy and Other Value Disciplines, Harvard Business Review, Jan-Feb 1993

PAYNE, A. FROW, P. Customer Relationship Management: From Strategy to Implementation, Journal of Marketing Management, 22, p 135-68



Aula 05 07/04 Mtodos para Decises de Produtos e Marcas Discusso dos Projetos



NEVES, M. F. Cap 06 - Product, Service, Branding and Packing Decisions P. 69-83


LAMBIN, J.J.; SCHUILING, I; Cap 13 - New Products Decisions. P335-362

LAMBIN, J.J.; SCHUILING, I; Cap 14 - Brand Management. P362-390


A Definir

Apoio

Outros Livros

CRAVENS, D.W; PIERCY; N.F. Cap 08 - Innovation and New Product Strategy. P.236-265

CRAVENS, D.W; PIERCY; N.F. Cap 09 - Strategic Brand Management. P.290-315

JAIN, S.C. Cap 14 - Product Strategies - P358-404

Apoio

Outros Papers

A Definir

Aula 06 14/04 Mtodos para Decises de Promoo

Professor Luciano Thom e Castro


NEVES, M. F. Cap 07 - Communications Decisions P.84-100


LAMBIN, J.J.; SCHUILING, I; Cap 18 - Marketing Communication Decisions. P.469-498

LAMBIN, J.J.; SCHUILING, I; Cap 19 - Advertising Offline and Online Decisions. P. 497-532


MANGOLD, W.G.; FAULDS, D.J. Social Media:

Apoio

Outros Livros

CRAVENS, D.W; PIERCY; N.F. Cap 12 - Promotion, Advertinsing and Sales Promotion Strategies. P.372-393

CRAVENS, D.W; PIERCY; N.F. Cap 13 - Sales Force, Internet and Direct Marketing Strategies. P.396-415.JAIN, S.C. Cap 15 - Pricing Strategies - P409-439

JAIN, S.C. Cap 17 - Promotion Strategies P.514-546

Apoio

Outros Papers

A Definir

Aula 07 28/04 Mtodos para Decises de Canais e Fora de Vendas

Professor Luciano Thom e Castro


NEVES, M. F. Cap 08 -Distribution Channel Decisions P.101-116

NEVES, M. F. Cap 09 - Sales Force Decisions P117-133


Artigos selecionados da: The secret to Srmat Sales: Harvard Business Review, July-August, 2012. (6 artigos de revista)


GOUNARIS, Spiros; TZEMPELIKOS, Nektarios. Organizational Structure, Key Account Management Orientation and Performance Outcomes. The IMP Journal, v. 7.n. 2, p. 129, 2013.

Apoio

Outros Livros

JAIN, S.C. Cap 16. Distribution Strategies P444-477

Apoio

Outros Papers

A Definir



Aula 08 05/05 Mtodos para Decises de Preos


Apresentao de Conceitos (RFS)

NEVES, M. F. Cap 10 - Price Decisions P.134-146


LAMBIN, J.J.; SCHUILING, I; Cap 17 - Pricing Decisions. P.434-470

CRAVENS, D.W; PIERCY; N.F. Cap 11 - Pricing Strategy. P.347-369


A Definir

Apoio

Outros Livros

JAIN, S.C. Cap 15 - Pricing Strategies - P409-439

Apoio

Outros Papers

A Definir

Aula 09 12/05 Pesquisa e Mtodos, Mtodos para Implementao, Controle e Mensurao do Desempenho e Encerramento do Curso

Professor Luciano Thome e Castro

Apresentao de Conceitos (RFS)

NEVES, M. F. Cap 11 -Budget and Investments Analysis P.147-153

NEVES, M. F. Cap 12 - Management and Control P.154-164


LAMBIN, J.J.; SCHUILING, I; Cap 20 - Measuring Marketing Performance. P.535-548

LAMBIN, J.J.; SCHUILING, I; Cap 21 - Strategic and Operational Marketing Plan. P.550-581.


NOBLE, C.H.; MOKWA, M.P. , Implementing Marketing Strategies: Developing and Testing a Managerial Theory, Journal of Marketing, Vol. 63, No. 4 (Oct., 1999),

Apoio

Outros Livros

LAMBIN, J.J.; SCHUILING, I; Cap 15 - Marketing Strategy Implementation and Control. P.473-500

JAIN, S.C. Cap. 11 Organizational Structure P274-296

Apoio

Outros Papers

A Definir

8. Referncias

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ARMSTRONG,S. (ORG), Principles of Forecasting: a handbook for researchers and practitioniers. Norwell: Kluwer Academic Publishers, 2001

ASHILL, N.J.; FREDERIKSON, M. DAVIES, J. Strategic marketing planning:a grounded investigation. European Journal of Marketing Vol. 37 No. 3/4, 2003 pp. 430-460

BARNEY, J. Resource-based theories of competitive advantage: A ten year retrospective on the resource-based view. Journal of Management, v. 27, pp. 643650, 2001.

BARROSO DE SIQUEIRA, Segmentao de Mercados Industriais, Editora Atlas. 2000.

BEST, R.J. An Experiment in Delphi Estimation in Marketing Decision Making, Journal of Marketing Research, Nov 1974, p.447-452

BOYNTON, A.C.; ZMUD, R.W. An Assessment of Critical Success Factors, Sloan Management Review, Summer V25, N4, 1984, p.17-27

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CASTRO, L.T.; NEVES, M.F. (2005) Administrao de Vendas: Planejamento, Estratgia e Gesto So Paulo: Editora Atlas, 241p.

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DAY, G.S., NEDUNGADI, P. Managerial Representation of Competitive Strategy, Journal of Marketing, April 1994, 31-44

DAY, G.S., WENSLEY, R. Assessing Advantage: A Framework for Diagnosing Competitive Superiority, Journal of Marketing, April, 1988, 12-16.

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RAD 5029 PGEM PPGAO 2015 1Tri.pdf

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