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

Versao Portuguesa

COMPLEMENTOS DE MARKETING - 2021/2022

1º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Joel Vaz
Assistant Professor: Prof. Doutor Joel Vaz

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 to understand how to develop a marketing plan into different industries, the public sector and also non-profit organisations.

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

1. Sectorial marketing: aiming a sustainable model of development.

2. Communication Plan and specificities of the different sectors.

3. Industrial marketing
3.1. Specificities of marketing-mix.

4. Services marketing
4.1. Concept and specificities of marketing-mix.

5. Public marketing
5.1. Concept and specificities of marketing-mix.

6. Local and regional marketing
6.1. Concept and specificities of marketing-mix.

7. Social marketing
7.1. Concept and specificities of marketing-mix.

8. Sports marketing
8.1. Specificities of marketing mix.

9. Internet marketing
9.1. The influence of the Internet in marketing.
9.2. New business models based in IT development.

Evaluation Type

The assessment is based on two written tests using the e-learning system (weight of 35% each on total grade) and oral responses made on three different moments on an individual basis to questions made by the lecturer (weight of 30%), being mandatory to have at least two positive evaluations in these three moments.

Teaching Resources

Books, Multimedia material on case studies, Powerpoint presentations, Internet, University library.

Sustainability Objectives

Keywords

Communication
Sectorial marketing

Main Bibliography

Author DENIS, Lindon Jacques LENDREVIE, Julien LÉVY,; Pedro DIONÍSIO, Joaquim Vicente RODRIGUES
Title Mercator XXI
Edition 10ª
Place Lisboa
Editor Dom Quixote
Year 2011
Author RODRIGUES, Joaquim Vicente, DIONÍSIO, Pedro
Title Mercator em Língua Portuguesa
Edition
Place Lisboa
Editor Dom Quixote
Year 2015
Author DINNIE, Keith
Title City Branding: Theory and Cases
Edition
Place UK
Editor Palgrave MacMillan
Year 2011

Complementary Bibliography

Author GOVERS, Robert e Frank M Go
Title Place Branding: Glocal, Virtual and Physical Ident
Edition
Place UK
Editor Palgrave MacMillan
Year 2009
Author MULLIN, Bernard, Stephen Hardy e William Sutton
Title Sport Marketing
Edition
Place UK
Editor Human Kinetics
Year 2014