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

MARKETING - 2023/2024

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
9 Product, Price, Communication and Distribution Strategies.
10 The New Trends at the Marketing Level.
11 The Marketing Plan as a management tool
12 New technologies & Marketing 5.0

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

Complementary Bibliography