Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management

MARKETING - 2023/2024

3º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Jorge Figueiredo
Assistant Professor: Prof. Doutor Jorge Figueiredo

Class type and School hours

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

Give Students the main thoughts and knowledge concerning Strategic and Operantional Marketing allowing them to understand the importance and practic application for companies.

Specific Aims/Objectives

- Understand Marketing evolution as a Management area;
- Understand and be able to use all the market research tools inherent to the Strategic Thinking;
- Manage in a proper way the marketing-mix elements;
- Be able to give suggestions and recomend strategies, evaluating practical impact.
- The importance of Digital Marketing in the Global and Digital era

Skills to be acquired

- Quantitative and qualitative market research
- Internal and external analysis of the company - diagnosis;
- Definition of marketing objectives;
- Understand the segmentation appropriate to the type of products and services to be offered to the market;
- Understand the need for a clear positioning and how it is built;
- The need to manage the various elements of the marketing mix in an interconnected manner (7).
- Monitoring and Manage Social Media and digital platforms

Teaching Procedures

Theoretical explanation followed by practical examples and exercises.

Programme

1. Marketing concept and its evolution
1.1 Marketing framework in Management courses
1.2 Marketing Concept
1.3 Evolutionary perspective
2. Analysis of the company´s environment
2.1 External Analysis - Corporate forces of the macro and microenvironment
2.2 Internal Analysis
2.3 Competitive analysis
3. Customer-oriented Marketing Strategies
3.1 Segmentation
3.2 Positioning
3.3 Value proposition
3.4 Elaboration of the Marketing strategy
4. Analysis of the consumer market and buyer behavior
5. Marketing Mix Policies
5.1 Product Policy
5.2 Pricing Policies
5.3 Distribution Policies
5.4 Communication Policies
6. Services Marketing Policies
7. Relationship Marketing
7.1 Consumer Loyalty and Loyalty
8. Marketing Plan
8.1 Diagnostic analysis
8.2 SWOT Analysis
8.3 Goal Setting
8.4 Strategic options
8.5 Marketing mix
8.6 Action Plan

Evaluation Type

Two tests and a written work.

Teaching Resources

PP Presentation to use in class; some texts and practical news/cases. Recomended books and magazines. Multimedia equipment.

Sustainability Objectives

Keywords

Marketing;
Consumer Behavior
Strategic Marketing;
Operational Marketing;
Marketing-mix;
Marketing Plan
Marketing Trends

Main Bibliography

Complementary Bibliography