Marketing

Recommended Prerequisites

NA

Teaching Methods

This course stimulates teamwork and teaching will be quite interactive, using students to foster class environment. There will be a strong practical content, with several case studies.

Evaluation

Exam 50%

Group assignments 50%.

Learning Outcomes

Objectives: Marketing is an introductory course to marketing that is focused on its operational aspects. The course covers the marketing environment as well as the markets where firms may choose to play, along with the implications for management. The course also addresses consumer behaviour, segmentation and positioning, the building blocks for effective marketing actions. The marketing mix is another cornerstone of this course, as it comprises some of the most important instruments to create value to customers.

Competencies

At the end of the course students should have a fairly solid knowledge of the fundamental tasks of marketing departments. Students should also develop a new mental framework in which the integration of different functional areas is important to create value to customers. Students should acquire knowledge to enable them to design a marketing plan.

Work Placement(s)

No

Syllabus

1. Introduction to Marketing and to the Marketing process

1.1. The Marketing concept

1.2. The evolution of the Marketing concept

1.3. Strategic planning and the Marketing process

1.4. The Marketing environment and Marketing research

2. Opportunities development and Marketing strategies

2.1. Research and MIS

2.2. Analysing buying behaviour

2.3. Segmentation, targeting and Marketing positioning

3. Marketing Mix

3.1. The product and service policy

3.2. The pricing policy

3.3. The placement policy

3.4. The communication policy

4. Organizing and controlling Marketing activities.

Head Lecturer(s)

Cristela Maia Bairrada

Assessment Methods

Assessment
Exam: 50.0%
Synthesis work: 50.0%

Bibliography

Lindon, D., Lendrevie, J., Levy, J., Dionísio, P., Rodrigues, J., MERCATOR XXI,  Publicações D. Quixote

 

Kotler, P., MARKETING MANAGEMENT, Prentice Hall

 

Kotler, P., Kartajaya, H., Setiwan, I., MARKETING 3.0, Actual Editora