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

COMPORTAMENTO ORGANIZACIONAL - 2023/2024

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

Teachers

Leading Teacher: Prof. Doutora Isabel Torres
Assistant Professor: Prof. Doutora Isabel Torres

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

Promote in students knowledge and skills that enable them to explain the activities undertaken by individuals, groups and organisations, as well as their links with Marketing.

Specific Aims/Objectives

The specific objectives of this course are to help students acquire knowledge and skills in the areas of motivation, communication, leadership, organisational culture, ethics and social responsibility, relating these to marketing, particularly internal marketing.

Skills to be acquired

- Recognise the importance of the study of organisational behaviour for Marketing;
- Identify the main theories of motivation in relation to work groups and teams;
- Describe the impact of leadership, communication and internal marketing on satisfaction and performance;
- Establish the link between organisational culture, creativity and Marketing;
- Present the main current and future ethical challenges for Marketing.

Teaching Procedures

This course will use active methodologies, where the student assumes a central role in the teaching / learning process. The use of roleplaying, the case studies and small group work in this course will be privileged.

Programme

1. Organisations, Organisational Behaviour and Marketing.
1.1 Studying behaviour in organisations.
1.2 Bases and multidisciplinarity of Organisational Behaviour.
1.3 Organisational Behaviour issues relevant to Marketing Strategy.

2. Motivation, Satisfaction and Performance.
2.1 Content and Process Theories of Motivation.
2.2 Groups, Work Teams and Development.
2.3 Role of Leadership in Motivation and Performance.
2.4 Internal Marketing, Satisfaction and Performance.

3. Organisational Culture, Communication and Marketing.
3.1 Basics of effective communication.
3.2 Organisational Culture and Communication Styles.
3.3 Cultural environments, creativity and marketing.

4. Ethics and Corporate Social Responsibility.
4.1 Definition of concepts.
4.2 Relevance of ethics and social responsibility in Marketing.
4.3 Future challenges and Marketing.

Evaluation Type

Students will be evaluated by two written tests and by performing exercises in OT class.

Teaching Resources

Audiovisual: computer, projector and board.

Sustainability Objectives

Keywords

Organisation, Behaviour, Culture, Motivation, Leadership, Communication, Ethics, Performance and Marketing.

Main Bibliography

Complementary Bibliography