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

COMPLEMENTOS DE MARKETING - 2023/2024

1º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

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

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 international, digital, and luxury 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: the different sectors of economic activity and their mpact on the economic and social development.

II - The two trends of contemporary marketing in all sectors: sustainability, circular economy and digital.

III Public marketing
Origin and evolution. Concept and specificities of marketing-mix.
The two trends: sustainability and digital in the public sector.

IV - Local and regional marketing
Regional and local marketing as a driver of development.
Concept and specificities of marketing-mix.

V - Social marketing
Foundations, NGODs, Non-profit associations. The differences in terms of structure.
The pervasiveness of non-profit institutions and organisations in all sectors of activity: health, environmental, education, culture.
Concept and specificities of marketing-mix.

VI - Sports marketing
Sport as an activity related to health and wellbeing and sport as a showbusiness.
Specificities of marketing mix.

VII - Internet marketing
The influence of the Internet in marketing. The evolution of the Internet since a form of communication to new businesses models.
Social and environmental issues related to digital marketing.
New business models based on IT.

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

IX - Luxury Marketing
The concept of luxury. The luxury market in distinct economic areas of activity, and as a global phenomenon.
The trends on luxury marketing: experiential from the sensorial to the immersive.
The marketing-mix in the luxury market.
The Reports on Sustainability from Luxury Brands Groups.
Portugal and the Luxury market.

Evaluation Type

The assessment will be made on a continuous basis considering the following elements:
- Written: 2 essays analysing two case studies;
- Individual assessment on questions made to be answered in oral or written form.

Teaching Resources

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

Sustainability Objectives

Keywords

Digital Marketing
International Marketing
Luxury Marketing

Main Bibliography

Complementary Bibliography