universidade federal do rio grande do sul ......transformative marketing 04 sobre o valor de...

UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL

PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO

PLANO DE ENSINO Dados de identificação Disciplina: Marketing Estratégico Código: ADP 241 Período Letivo: 2020/2

Professor: Fernando Bins Luce Tel: 3316-3148 Cel: 99288-8625 E-mail: [email protected]

Créditos: 04 Carga horária: 60h Área de Concentração: Marketing

I – Ementa da disciplina:

A disciplina Marketing Estratégico examina os conceitos e processos que levam as organizações a obter vantagem competitiva no mercado, ocupando-se dos temas e variáveis-chave da seleção de uma estratégia.

II – Objetivos de aprendizagem: Criar as condições para aprofundar e expandir a compreeensão e estimular à organização das informações produzindo conhecimento pertinente sobre Marketing Estratégico.

III – Principais Unidades de Conteúdo:

Estratégia empresarial: conceitos introdutórios. Marketing Estratégico:

- Entendimento e pesquisas sobre o tema

- Estratégia de marketing As empresas e os relacionamentos com os mercados.

Orientação para mercado: - as origens e os clássicos;

- a atualidade. Produtividade em Marketing

- Marketing Metrics Market-Based Assets: Customer Equity e Brand Equity

Marketing e o valor da firma (empresa)



IV – Modalidades de Ensino e Aprendizagem, adaptadas ao ERE:

Os encontros serão organizados na forma de seminários síncronos coordenados pelo professor e pelos alunos, utilizando as plataformas disponibilizadas pela UFRGS (Microsoft Teams e Google Meet), consistindo de discussões e debates sobre as diferentes unidades de conteúdo. Os alunos deverão estudar, previamente a cada sessão, os conteúdos a serem discutidos/debatidos conforme indicados pelo professor. As atividades síncronas serão gravadas quando não houver comparecimento de algum dos alunos. Todos materiais para discussão serão disponibilizados pelo professor no Moodle. Informações sobre Direitos Autorais e de Imagem:

Todos os materiais disponibilizados são exclusivamente para fins didáticos, sendo

vedada a sua utilização para qualquer outra finalidade, sob as penas legais. Todos os

materiais de terceiros que venham a ser utilizados devem ser referenciados, indicando a

autoria, sob pena de plágio. A liberdade de escolha de exposição da imagem e da voz não

isenta o aluno de realizar as atividades originalmente propostas ou alternativas; Todas as

gravações de atividades síncronas devem ser previamente informadas por parte dos

professores. Somente poderão ser gravadas as atividades síncronas propostas mediante

concordância prévia dos professores e colegas, sob as penas legais. É proibido

disponibilizar, por quaisquer meios digitais ou físicos, os dados, a imagem e a voz de

colegas e do professor, sem autorização específica para a finalidade pretendida. Os

materiais disponibilizados no ambiente virtual possuem licença de uso e distribuição

específica, sendo vedada a distribuição do material cuja licença não permita ou sem a

autorização prévia dos professores para o material de sua autoria.

V – Sistema de Avaliação:

A avaliação dos participantes da disciplina consistirá dos seguintes elementos: 1) Trabalho sobre tema constante dos conteúdos da disciplina – 60% (uma proposta do trabalho deverá ser entregue até o oitavo encontro). 2) Atividades extra-classe – 25%.

3) Participação nas discussões/debates em classe, quando o aluno estiver presente à sessão – 15%.

Os critérios de avaliação estarão centrados em três componentes: - Compreensão;

- Criatividade;



- Organização das informações.

Nota: Todas as atividades de avaliação extra-classe serão assíncronas.

VI –Cronograma dos encontros da disciplina

Semana Conteúdos

01 Apresentação da Disciplina e discussão do Plano de Ensino

02 Os novos caminhos para Marketing

03 Os papéis do CMO nas empresas Transformative Marketing

04 Sobre o valor de Marketing para as empresas

05 Sobre estratégia: conceitos, formulação e implementação

06 A Regra de 3 A definição do negócio e suas implicações no Marketing Estratégico

07 Estratégia de Marketing e Marketing Estratégico

08 Orientação para o Mercado – Parte 1

09 Orientação para o Mercado – Parte 2 Market Driving

10 Centralidade no Cliente Métricas em Marketing Produtividade em Marketing

11 Gestão de Clientes

12 Customer Equity e seus desdobramentos

13 Gestão do Portfolio de Clientes

14 Marketing e o Valor da Firma – Parte 1

15 Marketing e o Valor da Firma – Parte 2

VII – Bibliografia selecionada sobre Marketing Estratégico (os alunos receberão a cada sessão uma indicação dos materiais a serem debatidos em classe; materiais bibliográficos adicionais poderão ser apresentados com o desenvolvimento da disciplina e serão disponibilizados aos alunos no Moodle, quando forem debatidos em classe)

1) Livros:



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AMBLER, Tim. Marketing and the Bottom Line. 2nd. Ed. London, Financial Times/Prentice Hall, 2003, Executive Summary (pp. 1-13).

BARNEY, J. B. Gaining and sustaining competitive advantage. Don Mils, Ontario, Addison-Wesley Publishing Company, 1997.

BESANKO, D., DRANOVE, D., SHANLEY, M. & SCHAEFFER, S. A Economia da Estratégia. Porto Alegre, Bookman, 2006. (tradução da 3ª. edição americana de 2004)

CRAVENS, David W. e PIERCY, Nigel. Marketing Estratégico. Porto Alegre, Bookman, 2008. (tradução da 8ª. edição americana de 2006)

DAY, George S. The market driven organization: understanding, attracting, and keeping valuable customers. New York, The Free Press, 1999.

DAY, George e REIBSTEIN, David, J. Wharton on dynamic competitive strategy. New York, Wiley, 1997.

DESHPANDÉ, Rohit Using market knowledge. Thousand Oaks, Ca, Sage Publications, 2001

DESHPANDÉ, Rohit Developing a market orientation. Thousand Oaks, Ca, Sage Publications, 1999.

GHEMAWAT, Pankaj. A Estratégia e o cenário dos negócios. Porto Alegre, Bookman, 2000.

HOOLEY, Graham, PIERCY, Nigel F. e NICOULAUD, Brigitte. Marketing Strategy and Competitive Positioning. 4th Edition. Essex, England, Peaarson Education Limited, 2008.

HREBINIAK, Lawrence G. Making strategy work. Pearson Education, Upper Saddle River, NJ, 2005.

KUMAR, V. Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty. Upper Saddle River, NJ, Pearson Education & Wharton School Publishing, 2008.

KUMAR, V. e REINARTZ, Werner. Customer Relationship Mnagement: Concept, Strategy, and Tools. Berlin Heidelberg, Springer-Verlag, 2012.

KUMAR, V. e SHAH, Denish. Handbook of Research on Customer Equity in Marketing. Northampton, MA, Edward Elgar Publishing, 2015.

MINTZBERG, Henry; AHLSTRAND, Bruce e LAMPEL, Joseph. Sáfari de estratégia. Porto Alegre, Bookman, 2000.

MINTZBERG, Henry e QUINN, James Bryan. The strategy process: concepts, contexts, cases. 3rd Ed. London, Prentice Hall International, 1996. Traduzido para o português pela Editora Bookman, sob o título O Processo da Estratégia, 2001.

MINTZBERG, Henry. Tracking strategies. Oxford, Oxford University Press, 2007.



PORTER, Michael. Estratégia competitiva. Rio de Janeiro, Campus,1986.

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RUST, Roland T.; ZEITHAML, Valarie A. & LEMON, Katherine N. Driving customer equity: how Customer Lifetime Value is Reshaping Corporate Strategy. New York, The Free Press, 2000.

SHETH, Jagdish e SISODIA, Rajendra. The Rule of Three: surviving and thriving in competitive markets. The Free Press, New York, 2002.

ZOOK, Chris. Beyond the core: expand your markets without abandoning your roots. Harvard Business School Press, Boston, 2004.

ZOOK, Chris. Unsotappable: finding hidden assets to renew the core an fuel profitable growth. Harvard Business School Press, Boston, 2007.

ZOOK, Chris e ALLEN, James. Profit from the core: growth strategy in an era of turbulence. Harvard Business School Press, Boston, 2001.

ZOOK, Chris e ALLEN, James. Repeatability: build enduring advantage in a world of constant change. Harvard Business School Press, Boston, 2012.

2) Artigos: ACHROL Ravi S. & KOTLER, Philip. Marketing in the network economy. Journal of

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L. & YALÇIN, Atakan. The long-term stock market valuation of customer satisfaction. Journal of Marketing, vol. 72, no 4, October 2008, pp. 105-122.

AMBLER, Tim. Maximizing profitability and return on investment: a short clarification on Reinartz, Thomas, and Kumar. Journal of Marketing, vol. 69, no 4, October 2005, pp. 153-154.

ANDERSON, Eugene W., FORNELL, Claes e MAZVANCHERYL, Sanal K. (2004), “Customer Satisfaction and Shareholder Value”, Journal of Marketing, vol. 68, no. 4, October 2004, pp. 172–185.

ARNOULD, Eric J. & WALLENDORF, Melanie. Market-oriented ethnography: interpretation building and marketing strategy formulation. Journal of Marketing Research, vol. XXXI, November 1994, pp. 484-504.

BAKER, William E. & SINKULA, James M. Market orientation, learning orientation and product innovation: delving into the organization’s black box. . Journal of Market Focused Management, vol. 5, March 2002, pp.5-23.

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BARNEY, Jay; WRIGHT, Mike; KETCHEN, David J. Jr. The Resource-based view of the firm: ten years after 1991. Journal of Managemen, 27. 2001.



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FARLEY, John U., HOENIG, Scott, LEHMANN, Donald R. & SZYMANSKI, David M. Assessing the impact of marketing strategy using meta-analysis. In Christine Moorman & Donald R. Lehmann Eds: Assessing Marketing Strategy Performance. Cambridge, MA, Marketing Science Institute, 2004, pp 145-164.

FARRELL, Mark Anthony & OCZKOWSKI, Edward. Are market orientation and learning orientation necessary for superior organizational performance? Journal of Market Focused Management, vol. 5, nº 3, September 2002, pp.171-196.

FORLÉO, Carolina Araújo & LUCE, Fernando Bins. Market driving: uma Revisão dos Estudos Realizados entre 2000 e 2015. In: ENCONTRO DA ANPAD, XL, 2016, Costa do Sauípe, Bahia. Anais. Rio de Janeiro: ANPAD, 2016. Disponível em www.anpad.org.br

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GASTAL e LUCE, Fernando B. A Influência da Satisfação e dos Custos de Mudança na Lealdade do Cliente. Anais do XXIX Encontro da ANPAD (ENANPAD), Brasília (DF), 2005.

GERMANN, Frank, EBBES, Peter & GREWAL, Rajdeep The Chief Marketing Officer Matters. Journal of Marketing v. 79, p. 1-22, May 2015

GHAURI, Pervez, WANG, Fatima, ELG, Ulf, ROSENDO-RÍOS, Veronica. Market driving strategies: Beyond localization. Journal of Business Research, vol. 69, no. 12, December 2016, pp. 5682-5693



GHOSH, Mrinal & JOHN, George. Governance value analysis and marketing strategy. Journal of Marketing, vol. 63, Special Issue, 1999, pp. 131-145.

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GUPTA, Sunil; LEHMANN, Donald e STUART, Jennifer Ames . Valuing Customers, Journal of Marketing Research, v. XLI, February 2004, pp. 7–18

HAN, Kyuhong, MITTAL, Vikas, & ZHANG, Yan. Relative Strategic Emphasis and Firm-Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability. Journal of Marketing, vol. 81, no 4, July 2017, pp. 25-44.

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