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

COMPLEMENTOS DE MARKETING - 2021/2022

3º 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. An emphasis will be put into B2B marketing and digital 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 documents, videos and case studies.

Programme

I - Sectorial marketing: aiming a sustainable model of development.

II - Industrial marketing
Specificities of marketing-mix. Segmentation, Brand, Price definition, communication.

III Services marketing
Concept and specificities of marketing-mix.

IV Public marketing
Origin and evolution. Concept and specificities of marketing-mix.

V - Local and regional marketing
Concept and specificities of marketing-mix.
The marketing of culture and creative industries.

VI - Social marketing
Concept and specificities of marketing-mix.

VII - Sports marketing
Specificities of marketing mix.

VIII - Internet marketing
The influence of the Internet in marketing.
New business models based in IT development.

IX - International marketing
Reasons to go international. Forms of investment and control issues.
Marketing plans on a global world.

Evaluation Type

The assessment will be made on a continuous basis considering the following elements:
- Written: 2 essays analysing two case studies;
- Explanation and discussion of documents, videos and case studies

Teaching Resources

Books, Documents, Multimedia material, case studies, Internet, University library.

Sustainability Objectives

Keywords

B2B Marketing
Services Marketing
Digital Marketing

Main Bibliography

Complementary Bibliography