Marketing

Recommended Prerequisites

Some knowledge on Marketing.

Teaching Methods

Lectures and tutorials.

Lectures will feature and discuss real cases taken from entrepreneurial life as a way of showing how marketing is implemented in the different contexts.

Audiovisual tools will be used as a way of making lectures more appealing to the students.

Learning Outcomes

The course aims to teach the concepts and rules of marketing so that students gain an organic view of marketing strategies. Along with relationship marketing, new marketing trends will be carefully addressed.

Ultimately, the course aims to provide students with the training they need to work in the different types of organizations.

The learning objectives lay special emphasis on two aspects: acquisition of the fundamental concepts of marketing, development of technical skills required to work in all sorts of organizations.

Expository classes provide students with the basic insights on marketing; case studies and team-work on marketing plans for all sorts of enterprises promotes their ability to choose and use the proper tools in different work-related contexts.

Work Placement(s)

No

Syllabus

Part I –Introduction to Marketing and value creation
1. Fundamental concepts of marketing
2. The changing role of marketing
Part II – Market research
2. Market analysis and intervening actors
3. Market studies
4. Theories and models of consumer behavior
Part III - Segmentation and Differentiation
5. Segmentation
6. Choice of the target market
7. Positioning
Part IV – Marketing policies
8. Product
9. Price
10. Distribution
11. Communication
Part V – Service Marketing specifics
Part VI - Relationship Marketing and the new trends of Marketing
Part VII – Marketing plan.

Head Lecturer(s)

Anabela Maria Bello da Silveira Figueiredo Marcos

Assessment Methods

Assessment
Exam: 50.0%
Research work: 50.0%

Bibliography

Kotler, P. e Armstrong, G. (2008), Princípios de Marketing, Pearson:Prentice-Hall
Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues, J. V. (2015), Mercator da Língua Portuguesa: Teoria e Prática do Marketing, Lisboa, Publicações D. Quixote.
Lambin, Jean-Jacques (2000), Marketing Estratégico, Portugal, McGraw-Hill.
Brito, Carlos Melo, Lencastre, Paulo de (coordenadores) (2014), Novos Horizontes do Marketing, Lisboa, D.Quixote.
Kotler, P., Kartajaya, H. e Setiwan, I. (2010), Marketing 3.0, Actual Editora.
Nunes, J.C. e Cavique, L. (2004), Plano de Marketing – Estratégia em Acção, Dom Quixote.
Westwood, J. (2008), O Plano de Marketing, 3ª edição, Editora M. Books.