Marketing
0
2019-2020
01620148
Área Científica do Menor
Portuguese
Face-to-face
SEMESTRIAL
6.0
Compulsory
1st Cycle Studies
Recommended Prerequisites
NA
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)
NoSyllabus
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
Assessment Methods
Continuous Assessment
Final exam : 50.0%
group work : 50.0%
Final Assessment
Exam: 100.0%
Bibliography
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]