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

COMPLEMENTOS DE MARKETING - 2025/2026

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutora Vanda Veréb

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

English (and Portuguese)

Main Aims/Objectives

This course unit complements the Marketing course by addressing additional marketing topics to support Marketing Management, with a deeper focus on differences arising from various economic sectors. Particular emphasis will be placed on the intangible context of marketing, as well as digital and global marketing.

Specific Aims/Objectives

Continuing the Marketing sequence, this course unit explores and deepens various themes related to marketing variables, particularly the characteristics and specificities of the marketing mix variables in the most significant sectors of economic activity in contemporary society.

Skills to be acquired

Skills in data collection, systematisation, and critical analysis. Problem-solving skills related to management decisions.

Teaching Procedures

The classes include a lecture component, using audiovisual resources, and a practical component, where concepts are explored through the analysis or resolution of articles, videos, or practical cases.

Programme

I – Sectorial Marketing
Characterisation of the different sectors of economic and social activity.

II – Industrial Marketing
Specificities of the industrial market.
Marketing mix variables in the industrial market.

III – Services Marketing
The concept of service.
Specificities of services marketing.
Service quality and customer satisfaction.

IV – Public Marketing
Concept, objectives, and specificities of the marketing mix.

V – Local and Regional Marketing
Concept, objectives, and specificities of the marketing mix.
Marketing for creative and cultural industries.

VI – Social Marketing, Marketing for Organisations and Non-Profit Institutions
Concept, objectives, and specificities.

VII – Sports Marketing
Sport as practice and as entertainment.
Specificities of the marketing plan in each case.

VIII – Internet Marketing
The impact of the Internet on marketing strategies.
New IT-based business models.

IX – International Marketing
Strategies and reasons for internationalisation.
Global, local, and "glocal" marketing.

Evaluation Type

The assessment of this curricular unit will be continuous, taking into account both written and oral components.
- Written: 2 individual tests based on real company cases.
- Oral: Questions posed individually to the student throughout the semester.

Teaching Resources

Adopted textbooks, practical cases (in multimedia format), laptop, a multimedia projector, PowerPoint presentations, Internet access, and the University Library.

Sustainability Objectives

SDG 9 – Industry, Innovation, and Infrastructure
SDG 12 – Responsible Consumption and Production
SDG 13 – Climate Action

Keywords

Industrial Marketing
Services Marketing
Internet Marketing
International Marketing

Main Bibliography

Complementary Bibliography