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

COMPORTAMENTO ORGANIZACIONAL - 2025/2026

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 understand and explain the behaviors and activities undertaken by individuals, groups and organizations, 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

- Recognize the importance of the study of Organizational Behaviour, particularly for Marketing;
- Present the main human, productive, ethical and societal challenges facing organizations;
- Characterize the main theories of motivation, identifying their contributions at an individual, group and organizational level;
- Describe the impact of leadership on satisfaction and performance;
- Establish a link between organizational culture, creativity and Marketing.

Teaching Procedures

This course will focus on active methodologies, where the student plays a central role in the teaching/learning process. The use of role-playing, case studies and small group work will be privileged in this curricular unit. Such practices do not invalidate the use of the expository method.

Programme

1. Organizations, Organizational Behaviour and Marketing.
1.1 Studying behavior in organizations and its relationship with Marketing.
1.2 Bases and multidisciplinarity of Organizational Behaviour.
1.3 Ethical issues in Organizational Behaviour and in Marketing practices: personal integrity, social responsibility, diversity and sustainability. Sustainable development goals.

2. Motivation, Satisfaction and Performance.
2.1 Content and Process Theories of Motivation.
2.2 Motivation and presenteeism.
2.3 Motivation, Involvement and Performance.

3. Leadership, Culture and Change.
3.1 Leadership and Strategic Leadership.
3.2 Organizational Culture and Leadership Models.
3.3 Leadership and Organizational Change.

Evaluation Type

Students will be assessed through two written assignments and work in OT classes. They will also be assessed by attendance/exam, in accordance with the University´s assessment regulations.

Teaching Resources

Audiovisual: computer, projector and board.

Sustainability Objectives

4 - Ensure access to inclusive, quality and equitable education and promote lifelong learning opportunities for all
5 - Achieve gender equality
8 - Promote inclusive and sustainable economic growth, full and productive employment and decent work for all
16 - Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels

Keywords

Organization, Behavior, Culture, Motivation, Leadership, Change, Performance, Ethics and Social Responsibility.

Main Bibliography

Complementary Bibliography