Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Marketing
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 | 1ª |
Place | Lisboa |
Editor | Dom Quixote |
Year | 2015 |
Author | DINNIE, Keith |
Title | City Branding: Theory and Cases |
Edition | 1ª |
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 | 1ª |
Place | UK |
Editor | Palgrave MacMillan |
Year | 2009 |
Author | MULLIN, Bernard, Stephen Hardy e William Sutton |
Title | Sport Marketing |
Edition | 4ª |
Place | UK |
Editor | Human Kinetics |
Year | 2014 |