Academic year
Subject Area
Área Científica do Menor
Language of Instruction
Mode of Delivery
ECTS Credits
1st Cycle Studies

Recommended Prerequisites


Teaching Methods

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.

Learning Outcomes

Overall 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.

Specific objectives

 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.

Generic competencies

At the end of the course students should have a fairly solid knowledge of the fundamental tasks of marketing departments.

Specific competencies

Additionally, students should also develop a new mental framework in which the integration of different functional areas is important to create value to customers.

Work Placement(s)



THE Marketing concept

The marketing environment

The stakeholders role

New trends in markets and marketing

Watching markets

What is a market?

Factors influencing markets evolution

Analysing buying behaviour

The determinants of customer behaviour

The buying decision process

Marketing Intelligence

What is a MIS

Types of MIS

The segmentation process

Reasons for segmenting

The segmentation process

The segmentation criteria

Defining targets

The marketing positioning

The concept of positioning

Positioning tools

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

Communication below-the-line

Organizing and controlling marketing activities

The marketing department’s functions

Controlling marketing activities

Head Lecturer(s)

Filipe Jorge Fernandes Coelho

Assessment Methods

Continuous Assessment
Final exam : 50.0%
group work : 50.0%

Final Assessment
Exam: 100.0%


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: >.
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]