Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing
MARKETING - 2021/2022
1º curricular year
Semestralidade: 1st semester
ECTS: 6
Teachers
Leading Teacher: Prof. Doutor Pedro Rodrigues
Assistant Professor: Prof. Doutor Pedro Rodrigues
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
2. Marketing and Market
3 Analysis of the company environment
4 Positioning;
5 Differentiation;
6 Customization vs. Personalization;
7 Market Segmentation
8. Consumer´s behavior
8. Product, Price, Communication and Distribution Strategies.
9. The New Trends at the Marketing Level.
10. The Marketing Plan as a management tool.
Evaluation Type
Two mini-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
Author | Tuten, L T. |
---|---|
Title | Principles of Marketing for a Digital Age |
Editor | SAGE Publications Ltd |
Year | 2019 |
Author | FERREIRA, B., Marques, H., Caetano, J., Rasquilha |
Title | Fundamentos de Marketing |
Edition | 1ª |
Place | Lisboa |
Editor | Edições Silabo |
Year | 2011 |
Author | Kotler, P. |
Title | Marketing 3.0 |
Edition | 1ª |
Place | Lisboa |
Editor | 978-989-694-004-1 |
Year | 2011 |
Complementary Bibliography
Author | Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues |
---|---|
Title | Mercator da Língua Portuguesa T. e P. de Mkt. |
Edition | 16ª |
Place | Alfragide |
Editor | D. Quixote |
Year | 2015 |
Author | Lindstrom, M. & Kotler, P. |
Title | buy.ology A Ciência do Neuromarketing |