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

Versao Portuguesa

MARKETING - 2021/2022

1º curricular year
Semestralidade: 1st semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Pedro Rodrigues
Assistant Professor: Prof. Doutor Pedro Rodrigues

Class type and School hours

Teórico-prática : 2 Horas
Orientação Tutorial : 1 Horas

Teaching Language

Portuguese

Main Aims/Objectives

Give Students the main thoughts and knowledge concerning Strategic and Operantional Marketing allowing them to understand the importance and practic application for companies.

Specific Aims/Objectives

- Understand Marketing evolution as a Management area;
- Understand and be able to use all the market research tools inherent to the Strategic Thinking;
- Manage in a proper way the marketing-mix elements;
- Be able to give suggestions and recomend strategies, evaluating practical impact.
- The importance of Digital Marketing in the Global and Digital era

Skills to be acquired

- Quantitative and qualitative market research
- Internal and external analysis of the company - diagnosis;
- Definition of marketing objectives;
- Understand the segmentation appropriate to the type of products and services to be offered to the market;
- Understand the need for a clear positioning and how it is built;
- The need to manage the various elements of the marketing mix in an interconnected manner (7).
- Monitoring and Manage Social Media and digital platforms

Teaching Procedures

Theoretical explanation followed by practical examples and exercises.

Programme

1. Marketing Concept and its Evolution
2. Marketing and Market
3 Analysis of the company environment
4 Positioning;
5 Differentiation;
6 Customization vs. Personalization;
7 Market Segmentation
8. Consumer´s behavior
8. Product, Price, Communication and Distribution Strategies.
9. The New Trends at the Marketing Level.
10. The Marketing Plan as a management tool.

Evaluation Type

Two mini-tests and a written work.

Teaching Resources

PP Presentation to use in class; some texts and practical news/cases. Recomended books and magazines. Multimedia equipment

Sustainability Objectives

Keywords

Marketing;
Consumer Behavior
Strategic Marketing;
Operational Marketing;
Marketing-mix;
Marketing Plan
Marketing Trends

Main Bibliography

Author Tuten, L T.
Title Principles of Marketing for a Digital Age
Editor SAGE Publications Ltd
Year 2019
Author FERREIRA, B., Marques, H., Caetano, J., Rasquilha
Title Fundamentos de Marketing
Edition
Place Lisboa
Editor Edições Silabo
Year 2011
Author Kotler, P.
Title Marketing 3.0
Edition
Place Lisboa
Editor 978-989-694-004-1
Year 2011

Complementary Bibliography

Author Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues
Title Mercator da Língua Portuguesa T. e P. de Mkt.
Edition 16ª
Place Alfragide
Editor D. Quixote
Year 2015
Author Lindstrom, M. & Kotler, P.
Title buy.ology A Ciência do Neuromarketing