Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing
COMPLEMENTOS DE MARKETING - 2016/2017
1º curricular year
Semestralidade: 2nd semester
ECTS: 6
Teachers
Leading Teacher: Prof. Doutora Isabel Cantista
Assistant Professor: Prof. Doutora Isabel Cantista
Class type and School hours
Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas
Teaching Language
Portuguese
Main Aims/Objectives
Based on the knowledge acquired about marketing strategy and the marketing plan this unit course will approach all the specificities of sectorial marketing.
Specific Aims/Objectives
At the end of the course unit the learner is expected to be able tu understand how to develop a marketing plan into different industries, the public sector and also non-profit organisations.
Some topics related to the communication plan will also be developed.
Skills to be acquired
Students should acquire the following skills:
- knowledge on sectorial marketing, namely how marketing-mix should be handled bearing in mind the aims and values of the company, institution or organisation;
- capacity of analysis and decision making;
- capacity to develop teamwork.
Teaching Procedures
The classes of marketing will comprehend the explanation of theoretical concepts and the analysis and discussion of case studies.
Programme
I - Sectorial marketing: aiming a sustainable model of development.
II - Communication Plan and specificities of the different sectors.
III - Industrial marketing
Specificities of marketing-mix.
IV – Services marketing
Concept and specificities of marketing-mix.
V – Public marketing
Concept and specificities of marketing-mix.
VI - Local and regional marketing
Concept and specificities of marketing-mix.
VII - Social marketing
Concept and specificities of marketing-mix.
VIII - Sports marketing
Specificities of marketing mix.
IX - Internet marketing
The influence of the Internet in marketing.
New business models based in IT development.
Evaluation Type
The assessment is based on two written tests and the participation in class, namely case study analysis.
Teaching Resources
Books, Multimedia material on case studies, Powerpoint presentations, Internet, University library.
Sustainability Objectives
Keywords
Communication Planning
Sectorial marketing
Main Bibliography
Author | DENIS, Lindon Jacques LENDREVIE, Julien LÉVY, Pedr |
---|---|
Title | Mercator XXI |
Edition | 10ª |
Place | Lisboa |
Editor | Dom Quixote |
Year | 2011 |
Author | RODRIGUES, Joaquim Vicente, DIONÍSIO, Pedro |
Title | Marketing em Língua Portuguesa |
Edition | 1ª |
Place | Lisboa |
Editor | Dom Quixote |
Year | 2014 |
Author | VICENTE, Joaqium; Pedro Dionísio |
Title | B-Marketing , Blended Marketing |
Edition | 1ª |
Place | Lisboa |
Editor | Dom Quixote |
Year | 2010 |
Complementary Bibliography
Author | DINNIE, Keith |
---|---|
Title | City Branding: Theory and Cases |
Edition | 1ª |
Place | UK |
Editor | Palgrave MacMillan |
Year | 2011 |
Author | FETCHKO, Michael, Donald Roy e Kenneth E. Clow |
Title | Sports Marketing |
Edition | 1ª |
Place | UK |
Editor | Prentice Hall |
Year | 2012 |