This course stimulates team work and teaching will be quite interactive, using students to foster class environment. There will be a strong practical content, with several case studies.
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.
At the end of the course students should have a fairly solid knowledge of the fundamental tasks of marketing departments.
Additionally, students should also develop a new mental framework in which the integration of different functional areas is important to create value to customers.
THE Marketing concept
The marketing environment
The stakeholders role
New trends in markets and marketing
What is a market?
Factors influencing markets evolution
Analysing buying behaviour
The determinants of customer behaviour
The buying decision process
What is a MIS
Types of MIS
The segmentation process
Reasons for segmenting
The segmentation process
The segmentation criteria
The marketing positioning
The concept of positioning
The product policy
The concept of product in marketing
The product life cycle
The placement policy
The distribution process and distribution channels
Managing distribution channels
The pricing policy
The role of price in the marketing strategy
Pricing strategies for new products
The communication policy
Communication and its instruments
Organizing and controlling marketing activities
The marketing department’s functions
Controlling marketing activities
Filipe Jorge Fernandes Coelho
group work : 50.0%
Final exam : 50.0%
COELHO, Arnaldo Fernandes de Matos ; ALMEIDA, Filipe Jorge Ribeiro de - De um marketing transaccional a um marketing contratual. In X Congresso do ENANPAD [Em linha]. Florianópolis : ANPAD, 2000. [Consult. 18 Abr. 2013]. Disponível em WWW: <URL: http://www.anpad.org.br >.
KOTLER, Philip - Marketing management : analysis, planning, implementation and control. 9th ed.. Upper Saddle River : Prentice Hall, 1997. [BP 658.8 KOT]
MERCATOR XXI : teoria e prática do marketing. Denis Lindon [et al.]. 10ª ed. Lisboa : Publicações Dom Quixote, 2004. [BP 658.8 MER]